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Making sense of fragrance trends in Latin America.

SUPPLIERS to the fine fragrance industry came together in Brazil to sponsor the International Perfumery Congress (IPC), which was held in Sao Paulo late last year. The Congress looked at the future of perfumery in Brazil and was sponsored by fragrance heavyweights such as Takasago, Symrise and Cramer, as well as Luandy, Citratus, Capuani, L'Atelier, Scentec, Vollmens, Fedrigoni Brasil Papeis, Sensient and DuPont.

A person's connection with fragrance and food actually begins before birth, according to Magdalena Fuenzalida, Latin American marketing manager, Cramer. She explained to the audience that a pregnant woman's diet plays a key role in her newborn's odor and taste perception. Fuenzalida compared children born in India, where food may be very spicy with children born in Chile, where flavors are much more mild. According to the speaker, the fetus becomes accustomed to flavors that their mothers consume.

Preferences vary within regions, too. Variety is the spice of life throughout Latin America, where tastes vary greatly in Brazil, Peru, Bolivia, Venezuela, Colombia and Argentina. What consumers prefer to eat is linked to fragrance preferences. Spicy foods are preferred in areas near the Equator. Similarly, when it comes to scent, consumers here prefer more intense fragrances. Latin Americans are famous for their sensuality; as temperatures rise, fashion reveals more skin, which leads to more baths and a taste for intense perfume. This intensity can be translated by gourmand or woody notes.

A love of scent starts at a young age. Fuenzalida pointed out that Latin Americans apply fragrances on babies less than a year old; something uncommon in most other countries. Interestingly, there is even demand for baby-scented household cleaning products, which is a nod to the preoccupation with family life in Latin America. Women and men prefer heavily scented shampoos and other personal care products.

Omni Chanel

Lasaro Do Carmo Jr., president, South America and CEO of Jafra International in Brazil, pointed out that while Jafra is considered a multilevel business in most parts of the world, in the South America it is omnichannel. In the past, companies selected distribution channels; today, the consumer decides how and when they get product.

Things are changing for Jafra Brazil, too; Do Carmo expects 80% of product development to be local in 2016. Jafra's decision to make local decisions isn't unique. L'Occitane, a well-known European brand, created L'Occitane au Bresil, a partnership with local artists to create products that highlight the unique traits of Brazil. The new Olinda line celebrates the joy of living with a fragrance inspired by woman from Olinda, a city in Pernambuco State. Joana Lira, a illustrator from Pernambuco, designed the bottle.

Natura's global fragrance unit director, Denise Coutinho described the first "mono-theme" fragrances in Brazil. Natura researchers began with the world's most iconic flowers, Rosa Damascena from Bulgaria and Iris from France. According to Coutinho, one scent, Esta Flor Rosa, developed in partnership with Symrise, is gradually revealed from the delicacy of the petals to the fragrance of the flower core. It combines the sophistication and richness of Rosa Damascena with the elegance of the woods, remaining on the skin for more than 12 hours. The other scent, Esta Flor, combines iris with a fresh bouquet of citrus and woods. Both are housed in simple, neutral colored bottles.

Experts agree that minimalism will hold sway in the fragrance industry, which reflects the financial difficulties that are gripping Latin America. At the same time, there will be a rise in androgynous scents, according to IPC speakers.

Daniela Ferreira

Correspondent

daniester@clrculodabeleza.com.br

Mobile: 55-11-993880867

Daniela Ferreira is a marketing and communication professional in both consumer and R2B cosmetic markets. With a degree in social communication and postgraduate work in business administration, her expertise includes managing and launching products, communication planning, market studies and analysis, and identifying new business opportunities. She also has beauty blog (www.circulodabeleza.com.br), and is a makeup artist and image consultant.
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Title Annotation:News from Latin America
Author:Ferreira, Daniela
Publication:Household & Personal Products Industry
Geographic Code:0LATI
Date:Feb 1, 2016
Words:651
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