The last episode of the perfume documentary investigated the smells of the future. The type of fragrance we like, normally depends on when and where we are. For example, Russians tend to like rich and heavy perfumes whereas the Chinese prefer light and airy fragrances and the Brazilians like fruity scents. Ann Gottlieb, the mother of fragrance, predicts global scents. She revealed that Asia is an important market for selling perfumes, different scents are region appropriate as they appeal to different cultures. Lynx/Axe is a body spray aimed at boys aged 16-25, Brazil love this product and from previous research, Brazil is the fastest growing fragrance market on earth. The latest craze in this country is fruity scented footwear, it is amazing how scent crazy Brazil is! 
Photo of Ann Gottlieb and model
The most successful scents are fresh, clean, fruity and tasty. Ann Gottlieb explained how smells have a different meaning in other countries. For example, in Europe, vanilla is seen as heavy, but in Brazil, they think of it as a fresh scent. Once Ann had created the new scent for Lynx, she organised two focus groups, one in New York and the other in Brazil. The first focus group was unsuccessful, they didn't collect reliable results. However, in Brazil, the results were as expected! They loved the fruity scent and Ann predicted correctly, men's fragrance is becoming more like women's and men love it. As a result of the focus group, Ann added more of a fruity scent to the spray and made it fresher.
Photo Credit - Google Images
