BEGUILE: FRAGRANCE QUALITY NOW MATTERS MORE THAN BRAND REPUTATION

Fragrance consumers are increasingly prioritising product performance over brand reputation, according to Beguile, as changing preferences reshape the beauty and personal care market.

The company said factors such as scent longevity, quality, uniqueness, and overall value are becoming more important to buyers than simply purchasing products based on brand recognition. It noted that consumers are becoming more informed and are paying closer attention to how fragrances perform before making purchase decisions.

Industry experts said the shift reflects a broader change in consumer behaviour, with customers seeking products that deliver practical benefits and match their personal preferences. They added that digital platforms and online reviews have also made it easier for buyers to compare products and discover emerging brands.

Beguile said fragrance companies must focus on innovation, product quality, and customer experience to remain competitive in the evolving market.

Market analysts believe the trend presents opportunities for smaller fragrance brands that can deliver strong products, as consumer loyalty becomes increasingly influenced by performance rather than reputation alone.