Marketers of fragrance products are seeking new avenues to expand business. Although the prestige fragrance market edged up 2 percent last year, according to research from The NPD Group, mass declined 4 percent.
With challenges in those traditional doors, brands such as Lifetherapy find a welcome mat at the growing number of apothecary shops and boutique apparel merchants who have added beauty.
That suits Lifetherapy founder Lynette Lovelace since those stores can offer the high-service, nurturing environment her line of fragrances, bath and body products and jewelry requires. Some industry experts believe personalized and unique fragrances, such as Lifetherapy, will encourage greater use of scent, which has been trending downward for the past five years.
Lovelace, who operated a luxury boutique and a restaurant prior to starting her beauty venture, researched how fragrance impacts mood after overcoming some personal challenges. “I saw the connection between fragrance and state of mind,” said Lovelace, who named her scents accordingly — Play, Vacation, Escape, Chill and Flirt.
The assortment ranges from body lotions to roll-on perfumes, a delivery system she sees growing in popularity. She also recently added a jewelry collection with bright colors linked to moods. Next on tap will be candles and other health and beauty care, Lovelace said. Price points range from $24 for a 12-oz. hand wash to $48 for an eau de parfum.
While specialty stores are giving Lifetherapy a place to grow, Lovelace doesn’t rule out additional distribution on lifestyle Web sites and direct marketing channels.