By  on February 2, 2018

In 2015, Fusion Brands America executives, the makers of the Clean fragrance brand, noticed interest bubbling to the top for eco-conscious scents and not just another celebrity offshoot.To that end, the company introduced high-quality scents, rooted in sustainability rather than just a flanker, to build upon its heritage Clean franchise that bowed in 2003. The company’s first effort was Clean Reserve, a sustainable and artisanal fragrance collection aimed at Millennials. Propelled by its eco-positioning, Clean Reserve scored big in Sephora, where it held the number-one niche “discovery” fragrance title. Building upon that success, the Clean brand is diving deeper into niche fragrances with its latest launch, Clean Reserve Avant Garden.Industry sales trends confirm that Fusion Brands America’s executives’ intuition about changing fragrance preferences was on target. According to Larissa Jensen, NPD Group’s executive director and beauty industry analyst, fragrance volume expanded 4 percent in 2017 to $7 billion, driven by natural and artisanal fragrances, which rose 32 percent and 14 percent, respectively. The Clean franchise hits upon both of those trends.

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