Trendspotting
Fine fragrance in deodorant
The classic perfume bottle is now facing competition from something more unexpected: the deodorant. But we’re not talking about just any deo – these are products built on fine fragrance: luxurious, complex scent compositions packaged in an everyday format. The trend is growing rapidly and may well be the next big chapter in how we wear scent.
Deodorants based on so-called fine fragrance are gaining ground at the expense of perfume bottles costing thousands. Why?
• Low-key sillage – A sophisticated scent veil that stays close to the skin and follows you throughout the day. It’s only noticed when someone comes really close, creating an intimate and balanced fragrance experience without overpowering the room.
• Fair price point – the same high-quality, complex scent compositions, but in a lighter concentration and at a more accessible price.
• Elevating the everyday – you transform a simple daily ritual into something luxurious.
"And it’s not particularly complicated for those of us who own brands: Mix a regular roll-on with a few drops of perfume oil worth €300, and voilà! I see many exciting opportunities for collaborations between renowned perfumers and the brands we work with."
– Jenny Rydhström, Founder of Gents
The global deodorant market is forecast to be worth $29 billion by 2026. Much of this growth is driven by the prestige segment (Benjamin Barber, Creed, Acqua di Parma), where deodorant sales rose by 24% last year, compared to just 1% in the mass market, according to industry data.
Benjamin Barber Antiperspirant
Benjamin Barber’s limited trio includes three scents: White Linen, Morning Cocktail and Heritage. These new seasonal fragrances not only neutralize unwanted odours – they also demonstrate how fine fragrance can transform an everyday product into a sensory experience. They deliver a luxurious feel that is both subtle and pleasant to wear.
White Linen is crafted for the man with a sense of both style and freedom. The scent is airy, fresh and sophisticated: think freshly washed linen, citrus blossoms on the breeze, and the subtle imprint of sunlit olive groves. An expression of timeless elegance with a relaxed character.
Morning Cocktail is a tribute to ambition, success and style. The fragrance opens brightly with pineapple, bergamot and blackcurrant. At its heart grows a sophisticated blend of jasmine, rose, patchouli and birch – balanced, deep and elegant. The base is rounded off with warm notes of amber, vanilla, musk and oakmoss, lending the scent a classic masculine character with a modern twist.
Heritage captures the essence of sun-warmed luxury and twilight by the sea. Fresh bergamot and lemon lead the way, followed by lavender, thyme and a hint of pepper. At its heart, orange blossom, champaca and jasmine evoke a summer evening on a Mediterranean island. The complex base of birch, juniper, cedar, powdery oakmoss and orris rests on musk, ambergris, amber and tonka bean.