Why So Many Hair Care Brands Are Growing In Perfume – Glossy

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The notion of “hair brand” or “skin care brand” is increasingly a thing of the past. Last pivot: hair care brands are launching a fragrance. There are a number of recent examples, including Moroccan Oil, with its Hair and Body Scented Mist, the ever-growing hair and body mist from Sol de Janeiro collection, Oribe Eau de Parfum, and Dae’s new hair and body fragrances. For its part, Ouai first launched in 2016 and added perfumes in 2018, followed by candles This year. And Summer Fridays, known for their skincare products, just launched a trio of perfume oils and one candle.

As to why the particular fragrance hair expansion is so common, Dae founder and influencer Amber Filler (1.3 million followers on Instagram), highlighted the link between the shower, where hair products are used, and perfume. “Because you’re in the shower, it’s such an intimate part of your day, and it’s a sensory experience,” she said. Essentially, through their hair care products, clients discover a scent they love in the shower and then want to incorporate it into other areas of their lives.

“Every time we put out teasers and ask, what do you think is going to happen? »80% of the time [our followers] ask for an eau de toilette or a perfume – something under the perfume category. After so many years of receiving these requests, we thought it was time to do it, ”said Carmen Tal, co-founder of Moroccan Oil.. The company entered space by launching a fog in July. “[Users can] refresh their hair with a spray after the gym or work. It is a multifunctional [product],” she said.

Hair will always be the bread and butter of Moroccan Oil, “but when a brand has a scent that’s iconic and the consumer asks for it, I can’t see it. [a reason to] doesn’t fall into that category, ”Tal said.

Sol de Janeiro launched its Brazilian body cream Bum Bum and became known for the fragrance of this product, which has notes of salted caramel, vanilla and pistachio. He launched a corresponding body mist in 2015. “We learned very quickly that scent was a huge driver among our consumers. I didn’t start by saying: “We are going to be a brand of perfumes” or even: “One day, we will be a brand of perfumes”. But we have always listened to our customers and we launched the perfume mist in the same scent as Bum Bum cream because they asked for it, ”said Heela Yang, CEO and co-founder of Sol de Janeiro.

The scent also has fans professing their love for TikTok. For example, a Publish by Kat Brito (@katbritoo, 46,000 followers) has over 700,000 views and over 130,000 likes. “Everyone will try to sniff you. You’re going to feel like you’re from Hawaii, ”Brito says in the video.

More recently, in August, Sol de Janeiro has launched a scented mist in collaboration with Brazilian pop star Anitta. “When Anitta came to see us, she was trying to really establish herself in the American market. He’s a superstar in Brazil. So we were like, “OK, what product can we create together? “”

“It was Anitta who said, ‘You are an authority on perfume,’ which we found surprising. We had always said, “We are a body care brand and perfume is a growing category,” Yang said.

Oribe is also successful in the fragrance category. The brand has prioritized perfume since its inception, according to co-founder and president Daniel Kaner. “The scent was really a breakthrough, because we didn’t use an original scent, and we weren’t just interested in masking the base of the product. We wanted something that could live on its own as part of the product experience – just one of the areas that would indicate to the user what they were getting involved in. And it has become such a powerful signature, ”he said.

The brand first introduced this fragrance, named Côte d’Azur, as a standalone fragrance product in 2014. In August, it expanded its fragrance selection with the addition of Valley of Flowers and Desertland, two gender neutral scents. All were repackaged into new bottles for launch in August. Kaner said the brand has worked with a “Sixth generation bottler in France who created the first Chanel n ° 5 bottle. The effort is paying off. Already, sales of the perfume “exceed expectations and rank among our five online references”.

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