Sales of men’s and women’s fragrance have held up well during the recession, growing by 3% to US$35bn, according to Euromonitor. The market has polarized between low priced brands and niche luxury, while the middle market has been squeezed.The number of new fragrance launches reached 1,000 in 2009, according to Fragrances of the World 2010 by Michael Edwards. There may be signs that fragrance launch frenzy is declining. Fragrance collections of 3 or more brands launched simultaneously are becoming more commonplace, possibly replacing the trend for flankers.Investment in headspace technology is resulting in new creative influences, including floral, woody and gourmand accords. Examples of brands using gourmand or gustative notes include Marc Jacobs’ Lola, D&G’s 10 La Roue de la Fortine and Ricci Ricci by Nina Ricci. Oudh, famed in Arabian perfumery, is another ingredient starting to appear in mainstream fragrance brands.Global fragrance sales have been cushioned from the worst effects of the 2008/09 recession, growing by 3% last year to reach US$35bn, according to Euromonitor. One of the most striking features has been the massive de-stocking which occurred throughout the supply chain, from raw material suppliers to consumers...