The importance of positive mental health practices has drastically increased over the last decade, inspiring a surplus of beauty and self-care products. Following this mental health awareness, Indonesia has received a surplus of interest in the functional fragrances trend.
Functional fragrances are marketed for their mood-enhancing and wellness properties, targeting the growing concern about rising stress levels.
With an emphasis on overall well-being, fragrance manufacturers have introduced innovative variants to cater to the changing lifestyle needs of Indonesian consumers. Brands such as Kahf and The Body Shop have followed in this movement.
“Indonesians are seeking products that cater to their overall well-being in an era of increased awareness about mental health and significant increases in stress levels,” said Mahendra Pratap Singh, consumer analyst at GlobalData.
GlobalDatas Q4 2023 consumer survey concluded that 80 percent of Indonesian respondents said that the impact of the product on their health and wellness often or always influences their choices.
In early 2024, Kahf launched the Reverend Oud variant of Eau De Parfum, claiming that combining the oud aroma with amber, vanilla, and fruit provides a balance that can be sprayed at night to make users feel warm and comfortable.
The fragrance manufacturer was inspired by the growth of functional fragrances and used Reverend Oud to connect with new consumers.
Popular brand The Body Shop also harnesses this newfound interest, launching Cherries & Cheer, a new variant of its Body & Space Mist.
The product, launched in early 2024, used ingredients of 91 percent natural origin. Its combination of cherry, almond milk, and vanilla is claimed to provide an uplifting fragrance.
“The changing lifestyles of Indonesians will act as a catalyst, resulting in a further increase in the demand for functional fragrances in the country,” concluded Tim Hill, key accountant director at GlobalData Singapore.
More functional fragrances are expected to be launched as consumers seek more personal and deeper experiences with health and beauty products.
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