Brands big and small are looking to rev up the fragrance market this spring. Among the most anticipated launches: a new master brand from Karl Lagerfeld, a new iteration of Ralph Lauren’s classic Romance and a new pillar from superstar Beyoncé. “Fragrance is a challenged category yet continuing to hold steady,” says NPD’s Karen Grant. “Fragrance actually gained about $9 million dollars last year, so it didn’t not grow. It just didn’t grow as fast as we’d like.” If the scents here are any indication, marketers have their feet firmly on the accelerator.
This story first appeared in the March 21, 2014 issue of WWD. Subscribe Today.