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Lifestyle

Why are we obsessed with perfumes? Experts have the answer ready

Why are we obsessed with perfumes? Experts have the answer ready

Perfume is in the air, we spray it on our skin, we want to smell it around the house, even wear it. Fragrances are "clothes" that we change every day, even more than once a day, they follow the mood of the moment.

We are crazy about them, especially in Asia, especially young people who can't do without perfume. And the market appears to be going crazy with sales, with rising numbers to testify to this boom.

The perfume market, which is worth 50 billion euros globally, is actually registering a remarkable growth, up to +13% in 2023.

"There is a historical reason", says Karine Lebret, head of "Scent Science & Fragrance Design" of the "L'Oréal" group.

"Covid-19 was the dividing line that profoundly changed us for an awareness of many aspects of life that we probably didn't have, so today we want to smell the aromas because we know that aroma is life", adds Karine.

"I smell, I breathe, that's why I live! This is why we want to smell perfumes everywhere and the young generation Z discovered it right after Covid-19", she emphasizes.

Perfume is a powerful way to connect with yourself, others and the environment.

It is a signature, a sign of our identity, but unlike in the past where we stayed loyal to one perfume maybe for our whole life, today we change it often and even from one day to the next.

Why?
Here is another big transformation.

"Perfume certainly represents us, but above all it is part of our well-being system", says Barbara Lavernos, number two of "L'Oréal".

"Perfume today should make us feel good, it is a sign of care, self-love, before it is a way to make yourself known to others. Perfume today is the emotion for ourselves, it is our expression for us", she emphasizes.

In nature there are silent flowers, a frustration for perfumers, because although they are very fragrant, they are not able to release their potential with the processes of steam extraction or volatile solvents.

It happens with violet, gardenia, lilac and lily, as it is impossible to have a natural fragrance.

They can be turned into perfumes only through many components that are a mixture of synthetic and natural.

There are already up to 97% natural substances in some perfumes and the way to create them is under development.