Let's take a look at the top five fragrance-forward headlines of October 2024. Analytics show readers were interested in TikTok fall fragrance trends, a new F&F ingredient database, merger and facility news.
1. Vanilla & Caramel Gourmands Lead TikTok's Top 5 Fragrance Consumer Fall 2024 Trends
Vanilla & Caramel Gourmands (2.9 million searches): The search term ‘vanilla gourmand fragrances’ has been searched 887,000 times and has increased 141.10% in interest over the last month.
Gourmands, more generally, are the biggest emerging fragrance category on TikTok, with ‘vanilla caramel perfume’ being the most searched-for combination, reaching 800,000 searches and increasing by 129%.
This is echoed in Spate's 2024 Holiday Trends Report, the platform has highlighted evolving trends and opportunities for brands in the beauty, fragrance and food/beverage market. In terms of predicted fragrance trends, Spate pinned vanilla body mist as the star for holiday trends for this year.
2. Mane Introduces New Leadership Aligning with Long-standing Company Values
In July 2024, Mane announced the retirement of Michel Mane, from the position of president of Mane Americas region. The company has since appointed Stephanie Trouiller, who has been with the company for over 20 years to take over the role.
The company has also appointed Andreas Steiner, who has joined as president of Fragrance Mane USA.
Perfumer & Flavorist+ connects with Trouiller and Steiner to discuss their industry journeys prior to their new positions and perspectives for the future.
3. Independent Flavorist Tony Moore Launches Collaborative Database of Flavor & Fragrance Materials
Tony Moore has announced the launch of two creative projects within the flavor and fragrance industry: FlavScents.com and What's That Smell? Perfumer & Flavorist+ connected with Moore to learn more about these two ventures and discover how the F&F community can get involved.
4. Givaudan's Joint Venture with Privi, Prigiv, Launches Operations at Mahad Fragrance Ingredients Facility
Maurizio Volpi, president Fragrance & Beauty at Givaudan, stated, “We are thrilled to mark this important milestone in our joint venture with Privi. The opening of the Mahad facility is a testament to our collaborative spirit and commitment to innovation. This state-of-the-art facility will enhance our ability to deliver high-quality fragrance solutions, ensuring we meet our customers’ evolving needs while driving sustainable growth together.”
5. Axxence and Natural Advantage Announce Merger
Under the terms of the agreement, Axxence will integrate some of Natural Advantage’s production assets in Oakdale, Louisiana (USA) and assume ownership of all inventory and intellectual property rights. The newly-formed entity will operate under the name Axxence Production USA in Natural Advantage’s existing facilities. Upon completion of the transaction, all employees of Natural Advantage will be offered positions in the newly formed Axxence Production USA, ensuring continuity and stability. As part of the transition, owners Carol Callahan and Brian Byrne will retire, transferring leadership to Axxence's experienced management.
