Working with Winter Fragrances: Practical Tips for Emerging Cosmetics Brands
Winter can feel like a time of hibernation – temperatures drop, days are short, and we find ourselves longing for warmth and comfort.
This longing can be satisfied in many ways. Our experience of working closely with cosmetics and hospitality brands has shown us, time and again, how sensory experiences using fragrances is one of the most powerful.
A brief history of fragrance and aromatherapy
Humans have been using fragrances for thousands of years. Ancient Egyptian, Greek, and Roman civilisations, for example, distilled aromatic oils from flowers and spices for use in religious rituals, beauty treatments, and medicines.
Across Asia, particularly in India and China, incense and essential oils were prized for their ability to encourage spiritual wellbeing, while also masking unpleasant smells. Over the centuries, perfume-making techniques evolved, especially in the Middle East (and particularly Arabia), and then spread to Europe during the Crusades.
The term “aromatherapy” became more widely recognised in the early 20th century thanks to French chemist René-Maurice Gattefossé, who discovered the healing qualities of lavender oil after a laboratory accident.
Since then, aromatherapy has become a recognised, science backed practice, used widely for its psychological and physiological benefits.
Why winter fragrances matter
As the season’s change, so do our emotional states. In these winter months, we often crave cosiness, familiarity, and warmth to fight off the chill and shorter days. This is where fragrances play an important role.
Specific winter notes like vanilla, cinnamon, pine, amber, and patchouli, tap into our senses and can profoundly affect how we feel. For instance:
Vanilla is widely known for its calming effect. Its sweet, creamy scent can help reduce stress and anxiety, making it a go-to for anyone who wants a comforting fragrance.
Cinnamon brings a warming spiciness to the mix. This energising aroma can help sharpen focus and boost mental clarity, which is perfect for fighting winter energy slumps.
Pine conjures up thoughts of fresh winter forests. It can promote a sense of relaxation and even have respiratory benefits when used in aromatherapeutic form.
Amber adds depth and sophistication. Often used to give a fragrance a cocooning warmth, amber can create an instantly comforting mood.
Patchouli has a rich, earthy base that can ground and soothe, bringing feelings of security, which is ideal for combatting the winter blues.
Scents and our psychology
Fragrances aren’t just about smelling nice, they’re also about emotional connection.
A carefully chosen scent can help your customers feel calm, comfortable, and engaged with your brand. It’s important to understand this isn’t about simply slapping a label on a bottle. It’s about creating an immersive story that resonates with your audience and inspires loyalty with your brand.
Of our five senses, smell taps into memory more than any other. So, if a customer associates your fragrance with a particular place or mood, they’ll be more inclined to remember and revisit your brand when they want that same feeling.
How big brands are using seasonal scents
To see these principles in action, let’s look at two popular winter-appropriate fragrances.
First is Yves Saint Laurent Libre Eau de Parfum, which blends lavender, orange blossom, and vanilla. The combination of lavender and vanilla in this signature scent, has a calming and relaxing effect, making the fragrance feel warm and inviting – exactly what consumers often crave when it’s cold outside.
Then there’s Tom Ford Ombré Leather Eau de Parfum, which is a unisex fragrance featuring cardamom, leather, and patchouli. Although it’s not a floral scent, it delivers a powerful sense of comfort and depth that resonates well in winter. Its rich, grounding qualities speak to our longing for warmth and security during the darker months.
Practical tips for seasonal opportunities
As an up-and-coming cosmetics brand, you might already have a strong product range and a clear understanding of your unique selling point. So, now is the time to take it a step further, especially when you’re looking at seasonal opportunities.
Here are a few ideas to explore:
Packaging design: Winter fragrances deserve packaging that visually reflects their cosy nature. Consider muted jewel tones, soft metallics, or textured finishes to create a sense of luxury and warmth.
Scent branding: If your product range includes scented candles or reed diffusers, align your fragrance profile with your brand identity. For example: a youthful, vibrant brand might opt for bright cinnamon and orange blends, while a more sophisticated brand might opt for rich ambers and patchouli.
Product placements: Explore options to partner with retailers that create immersive seasonal displays. This type of collaboration can position your winter products next to complementary items like plush throws, hot drinks, or festive decorations, reinforcing the feeling of cosiness your scent offers.
Limited editions: Short-run seasonal products generate exclusivity and urgency. Customers love capturing the essence of a particular time of year, and it encourages them to return next season.
Don’t be afraid to test, learn, and innovate
Emerging brands have a distinct advantage over their more established counterparts: Agility.
You have more freedom to be experimental, whether that’s testing out unusual combinations (like pine and vanilla) or offering seasonal fragrance kits featuring miniature versions of different blends. Then ask for feedback.
Transparency and a willingness to listen and innovate based on customer feedback, is a powerful combination for building brand loyalty. People genuinely love to support up-and-coming brands and become invested in your success when you ask for, and act on, their input. Use social media polls, pop-up events, and email surveys to gauge reactions, and then refine as you go.
Brands that are willing to embrace new ideas in fragrance design tend to stand out more. Customers remember the experience of unboxing an unusual scent and are more likely to share that experience with friends and family. And word of mouth that drives brand recognition is absolute gold for your business.
Marketing ideas for your winter fragrances
Educate your audience: Customers love learning. So, offer easy-to-digest information on the benefits of your chosen winter notes: vanilla for calm, cinnamon for energy, or patchouli for grounding.
Complementary products: Create bundle deals that pair scented products together. For example, a calming vanilla and lavender range could include a perfume, hand cream, and candle.
Brand collaborations: Teaming up with another independent brand can add a creative twist. For instance, a hot chocolate brand might pair beautifully with your cinnamon-infused body lotion.
Online storytelling: Use social media to provide behind-the-scenes peeks into how you select and develop your winter fragrances. Today’s consumers are all about authenticity and transparency, so this can be a huge draw for new customers.
Ready to build a strong fragrance strategy?
We hope this exploration into the power of fragrances has given you a fresh perspective and inspired new ideas for winter and beyond.
Remember, seasonal fragrances offer a great opportunity to captivate your audience and align your brand with their personal memories. When you create immersive, mood-enhancing aromas you’ll not only delight your customers but boost your sales too.
If you’d like to explore how to turn these ideas into a strong strategy, and are ready to make a big impact with your cosmetics brand with the support of an agency at the cutting edge of marketing, get in touch. Together we’ll take your brand to the next level.