By Terry Johnson, IPF Vice Chair
We hear a lot lately about the future benefits of AI doing all sorts of things humans could do but don’t want to. To me, however, AI is much too synthetic and like all other synthetics, it lacks a soul.
Of course, AI will eventually be interwoven into everything we do and will impact natural perfumery much more than you might think.
For instance, consider the "dupe" synthetic perfume market. Dupe synthetic perfumes are developed by companies using AI scent profiling of popular luxury brand fragrances. Dupe sales are substantial and growing, with global sales of $2.71 billion in 2024 and projected to grow to $11.75 billion by 2034, according to Expert Market Research (EMR).
This growth is possible from consumers demanding more affordable options to luxury fragrances, with AI-driven scent profiling feeding future growth.
https://www.expertmarketresearch.com/reports/perfume-dupe-market
The appearance of AI in the perfume business completely changes market dynamics, alters consumer purchasing behaviors in several profound ways, and provides Natural Perfumers with significant future market opportunities.
The Paradigm Shift in Perfumes
The rise of synthetic perfume dupes, along with the reemergence of natural perfumes, forces luxury fragrance brands into an unwinnable marketing position with the potential of pulling them apart from two different directions.
On one hand, without first patenting each fragrance, luxury brands can’t legally force dupes to stop knocking off their brands. But since patenting is public information, the very last thing they want is consumers knowing the actual contents of their perfume bottles. Each time a luxury brand’s newest fragrance gains traction, it will be AI profiled, copied, and sold at a substantially lower price to a growing number of consumers who no longer value luxury brand prestige.
As brand knock offs become more popular, (currently dupes are 5% of total perfume sales are and projected to be 20% by 2034 - EMR) more and more consumers will become aware that they can purchase perfume fragrances they prefer at much lower prices.
Of course, AI will eventually be interwoven into everything we do and will impact natural perfumery much more than you might think.
For instance, consider the "dupe" synthetic perfume market. Dupe synthetic perfumes are developed by companies using AI scent profiling of popular luxury brand fragrances. Dupe sales are substantial and growing, with global sales of $2.71 billion in 2024 and projected to grow to $11.75 billion by 2034, according to Expert Market Research (EMR).
This growth is possible from consumers demanding more affordable options to luxury fragrances, with AI-driven scent profiling feeding future growth.
https://www.expertmarketresearch.com/reports/perfume-dupe-market
The appearance of AI in the perfume business completely changes market dynamics, alters consumer purchasing behaviors in several profound ways, and provides Natural Perfumers with significant future market opportunities.
The Paradigm Shift in Perfumes
The rise of synthetic perfume dupes, along with the reemergence of natural perfumes, forces luxury fragrance brands into an unwinnable marketing position with the potential of pulling them apart from two different directions.
On one hand, without first patenting each fragrance, luxury brands can’t legally force dupes to stop knocking off their brands. But since patenting is public information, the very last thing they want is consumers knowing the actual contents of their perfume bottles. Each time a luxury brand’s newest fragrance gains traction, it will be AI profiled, copied, and sold at a substantially lower price to a growing number of consumers who no longer value luxury brand prestige.
As brand knock offs become more popular, (currently dupes are 5% of total perfume sales are and projected to be 20% by 2034 - EMR) more and more consumers will become aware that they can purchase perfume fragrances they prefer at much lower prices.
On the other hand, natural perfumery is poised to attract perfume consumers (especially Gen Zers) looking for change and open to natural and sustainable perfume options.
Once the spell of the luxury perfume brands is broken and people begin focusing more on the dangers of synthetic perfume formulas, consumers will be more than ready for natural alternatives.
This is why it is so important to support the efforts of the International Perfume Foundation in getting the word out about the importance of reconnecting with nature and the benefits of natural perfumes to an increasingly larger, international audience.
Natural Perfumers’ Formula for the Future
Natural Perfumers should never try to be what others are because uniqueness is your strength! Uniqueness gives you a valuable marketing advantage, and should include your individual passion and purpose, a clear, meaningful mission statement, having the highest standards of sustainability, the highest quality possible and a focus not just on the fragrance but also on the many other benefits of natural perfumes to consumers.
This natural perfume formula will be impossible to duplicate.
Once the spell of the luxury perfume brands is broken and people begin focusing more on the dangers of synthetic perfume formulas, consumers will be more than ready for natural alternatives.
This is why it is so important to support the efforts of the International Perfume Foundation in getting the word out about the importance of reconnecting with nature and the benefits of natural perfumes to an increasingly larger, international audience.
Natural Perfumers’ Formula for the Future
Natural Perfumers should never try to be what others are because uniqueness is your strength! Uniqueness gives you a valuable marketing advantage, and should include your individual passion and purpose, a clear, meaningful mission statement, having the highest standards of sustainability, the highest quality possible and a focus not just on the fragrance but also on the many other benefits of natural perfumes to consumers.
This natural perfume formula will be impossible to duplicate.
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