What drives someone to spend €120 on a bottle of perfume, the scent or the story behind it? In recent years, luxury brands have increasingly leaned into purpose-driven marketing, hoping that messages of sustainability, ethics, or community will resonate with today’s values-conscious consumers. But in a category as emotional and sensory as perfume, does purpose really seal the deal?
Based on interviews with industry insiders and a consumer survey focused on Gen Z, my research suggests that while purpose matters, it doesn’t override the one thing consumers won’t compromise on: how the perfume smells.
Purpose is a plus, not a prerequisite. If the scent doesn’t connect emotionally, no amount of sustainability claims or ethical storytelling will secure the sale.
The luxury perfume market: story meets sensation
Luxury perfumes have always promised more than just a pleasant aroma. They conjure emotion, identity, and even memory. Traditionally, this world has revolved around aesthetics, legacy, and aspiration. But recent years have brought pressures: pandemic disruptions, climate concerns, influencer fatigue, market oversaturation, and declining consumer trust.
In response, many brands have added purpose to their storytelling arsenal, highlighting ethical sourcing, eco-conscious packaging, and community initiatives. Studies show values matter more than ever, particularly to younger generations. Yet other research cautions that a mismatch between messaging and action risks veering into greenwashing, undermining consumer trust.
In my research, participants expressed growing skepticism toward vague or exaggerated claims. The message was clear: consumers want authenticity, not posturing.
Purpose meets preference: when values don’t close the sale
Purpose-driven marketing, aligning a brand with a social or environmental cause, does resonate. Gen Z in particular expects brands to be transparent, ethical, and engaged. They favour companies that act on their values rather than just talk about them.
But when it comes to perfume, values alone don’t drive the purchase.
My survey confirmed: purpose is a plus, not a prerequisite. If the scent doesn’t connect emotionally, no amount of sustainability claims or ethical storytelling will secure the sale. Purpose can enrich a brand’s identity, but sensory pleasure is what converts interest into purchase.
A generational split: what matters to whom
Consumer priorities are also shaped by generational differences.
Gen Z expects brands to reflect their lifestyle and beliefs. They’re drawn to authenticity, personalisation, and ethical action. For them, the “why” behind a brand can be as important as the “what.” However, they still demand a high-quality product, especially when it comes to fragrance, where emotional resonance plays a central role.
Older consumers, on the other hand, are typically more brand-loyal. They gravitate toward familiar scents and heritage-driven storytelling. For them, purpose-driven messages are nice but not necessary.
This divergence underlines the critical need for audience segmentation in luxury marketing. One-size-fits-all messaging no longer works. Instead, brands must tailor communications to audience values and expectations.
As broader Gen Z studies suggest, individual expression and digital innovation are powerful differentiators in today’s saturated markets. In fragrance, they may well define the next frontier of luxury.
Personalisation: the new luxury
Perhaps the strongest trend shaping fragrance that emerged in my research is personalisation. Increasingly, consumers want fragrances that reflect their individuality: their identity, their mood, even their outfit.
In fact, customisation may be the ultimate expression of purpose, turning the product into a mirror of the consumer’s values and desires. From AI-driven fragrance tools like Scent Visualizer and Wikiparfums to bespoke perfumery ateliers, the industry is experimenting with new ways to create deeply personal scent experiences. It’s like Tinder for your nose: people want a personal connection to what they wear.
As broader Gen Z studies suggest, individual expression and digital innovation are powerful differentiators in today’s saturated markets. In fragrance, they may well define the next frontier of luxury.
Greenwashing vs. authenticity
Despite growing demand for sustainable practices, not all consumers believe what they see. Greenwashing, when brands overstate or fabricate their environmental efforts, remains a major concern. As recent consumer pushback against “clean beauty” claims at major retailers like Sephora shows, missteps here can cause real reputational harm.
Survey participants, particularly Gen Z, were quick to question vague or generic claims and instead valued concrete, transparent actions. Brands that invest in traceability, verifiable sourcing, and authentic storytelling are far more likely to build lasting consumer loyalty.
What should brands do next?
Three insights emerged for luxury perfume brands navigating the tension between purpose and pleasure:
- Balance purpose with product excellence
Purpose can enhance a brand’s story, but it can’t replace the product’s quality. In fragrance, the scent must be irresistible. Values can attract attention, but sensory satisfaction seals the deal. - Tailor messaging by generation
Gen Z expects values, transparency, and emotional resonance. Older generations may prioritise tradition and product heritage. Brands must segment their messaging and respect these differences. - Invest in authenticity and experience
Today’s consumers crave experiences that feel real and personal. Customisation, immersive storytelling, and brand experiences that connect on a human level can make a lasting impact.
Making better choices irresistible
Since completing my thesis, I’ve joined the marketing team at the Michelin Guide, a brand that lives at the intersection of excellence, storytelling, and sensory experience. It’s made me reflect even more on how purpose and pleasure can co-exist in branding.
Ultimately, whether it’s fine dining, sustainable fashion, or luxury perfume, the challenge for marketers is the same: how can we make better choices feel effortless and desirable for consumers?
Brands need to make sustainability beautiful, ethics engaging, and quality unforgettable. Because in a world of endless options, the brands that win are the ones that not only mean well but smell amazing too.
This article is based on the author’s thesis as part of the MSc in Marketing & Creativity at ESCP Business School, which was awarded Best Thesis from the programme.
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