Insight #1:GENDER-FLUID SOLUTIONS — Laboratory Perfumes

Laboratory Perfumes is a relatively new kid on the block but with a contemporary and truly gender-neutral design with a simple yet effective positioning. (Image Credit: Laboratory Perfumes)

Insight #1: :GENDER-FLUID SOLUTIONS — Sam Farmer

Sam Farmer is doing fantastic job of championing gender fluidity and standing strong against the use of sexually suggestive messaging. (Image Credit: Sam Farmer)

Insight #2: EVOLUTION IN COLOR CODES — Le Labo

Le Labo’s simple yet elegant design has clear stand out on shelf against the swathe of rose gold and metallic designs of other fragrance super brands. (Image Credit: Le Labo)

Insight #3: PLAYING ON MEMORIES — Byredo

Carrying us away is Byredo with their home fragrance collection – bringing a less feminine and more intellectual expression to the mix. (Image Credit: 4. Byredo)

Insight #4: FOCUS ON MOODS — Derek Lam

It’s impossible not to be moved and inspired by the wordsmithing of Derek Lam’s 10 Crosby fragrance collection — and the packaging is also thoughtfully reminiscent of a time capsule, which further enforces a sense of being transported to a place of delight beyond measure. (Image Credit: 5. Derek Lam)

Insight #5: INSPIRED BY NATURE — Zenology

Dutch brand Zenology have a fantastic selection of active botanical and vitamin enhanced fragranced room sprays. (Image Credit: Zenology)

Insight #6: TAP INTO HEALTH & WELLNESS — Savon Stories

Lotion Melt ‘Only By Night’ from Savon Stories melts when massaged onto the skin to deliver a surge of protecting antioxidants and repairing micronutrients. (Image Credit: Savon Stories)

Insight #6: TAP INTO HEALTH & WELLNESS — Neom

Neom’s cleverly named ‘Scent to Sleep’ range taps into this trend using natural ingredients and essential oils. (Image Credit: Neom)

Insight #7: ULTIMATE PERSONALIZATION — Penhaligon’s

Although the in-store experience is not to be missed especially when looking to create a unique scent, the brand also offers an online fragrance profiling option to help consumers select a fragrance that represents their individual personalities. (Image Credit: Penhaligon’s)

Insight #7: ULTIMATE PERSONALIZATION — The Experimental Perfume Club

The Experimental Perfume Club recently introduced a ‘Layers’ range allowing consumers to experiment with blending different fragrances together to create an especially personalized scent. (Image Credit: The Experimental Perfume Club)

The author, Kirsty Cole, Head of Growth, Anthem Benelux