Cwith the arrival of the heat, it also changes the way you perfume yourself: it grows desire for lighter, fresher and easier fragrances to wear every day, above all when traditional perfumes can be too intense. And this is precisely why the new hair & body mist they are experiencing great success, launches and requests on the market. Forget pI was the simple perfumed waters of the early 2000s: land new formulas are more concentrated, enveloping and persistent, while maintaining that impalpable lightness that makes them perfect for summer. The most loved notes? Fruity, gourmand and bright, capable of leaving a delicate but recognizable trail on skin and hair. So much so that, more and more often, they are also used alone.
Scented waters, a booming trend
Body mists are become a fresh, easy and super contemporary beauty gesture to always have in your bag. The numbers also confirm it. According to an analysis by Circana on the Beauty & Wellness market in Italy, perfumed waters are one of the most dynamic categories in the sector today.
In the last three years, between selective perfumery and large-scale distribution, sprays and body mists have almost doubled their weight in the market of alcoholic fragrances, passing from 7% to 12%. A clear signal of as these light formulaspractical and increasingly sophisticated are conquering an important segment of consumers, well beyond Gen Z.
From celebs to beauty brands
The credit goes to some brands who have made it their workhorse. Among the first Victoria’s Secretthen followed by the phenomenonor the Sol de Janeiro brandwith enormous success achieved with its perfumed waters, including the most famous “Cheirosa 62” with salted caramel.
Then, the celebrities arrived: Kylie Jenner, Rihanna, Millie Bobby Brown and Selena Gomez these are just some of the stars who have enriched the offer of their beauty brands with perfumed body waters.
Finally, very recent, the designer labels, from Valentino to Calvin Klein, from Furla to Pepe Jeans. Demonstrating how the hair & body mist business is establishing itself as one of the most promising and “catchy”, attractive segments on the market.
Like clouds, very fragrant
What is it that people like so much about scented waters? «These are formulations designed to give a breath of freshness, with a lower alcohol concentration and notes compared to that of traditional eau de toilette and eau de parfum. And it is precisely this characteristic that makes them perfect for the summer” explains Federica Cinque, Chief Commercial Officer of New Cosmesy, which produces fragrances for third parties.
Furthermore, more and more often the new body mists are enriched with hydrating ingredients for skin and hair, and think about itr be sprayed generously on body and hair. «The ideal is not to spray them directly on the skin, but to create a sort of scented cloud in which to immerse yourself» suggests the expert.
Finally, the latest generation formulas have been also designed for sun exposure: they are not photosensitizing and they can also be used in the sun (like the scented waters of Lancaster’s “Riviera” collection). «All the others, however, should be combined with a sunscreen for the body or, better yet, sprayed on clothes, scarves or sarongs because they do not stain» concludes Cinque.
