In today’s market environment emphasizing innovation and multidimensional experiences, Notes Shanghai offers a fresh perspective, redefining the value of fragrance. More than a perfume exhibition, it resembles an artistic journey that explores how scent evolves from a singular olfactory pleasure into a holistic experience integrating cultural identity, spiritual healing, and spatial imagination.

Labbrand has keenly captured this trend. At this exhibition, we witnessed the perfume industry undergoing profound transformation, particularly through the innovative explorations of numerous domestic brands. Based on these observations, we have distilled five representative directions shaping the industry’s evolution.

1. Contemporary Expressions of Eastern Fragrance Traditions

Emerging Chinese niche perfume brands are spearheading a “Tradition-meet-Innovation” olfactory revolution. They evoke cultural memories and emotional resonance among younger generations through familiar yet novel accords. For example:

• DOCUMENTS (闻献)’s Zodiac Series uses fragrances to narrate stories of Chinese zodiac culture, blending traditional symbolism with modern expressions of identity.
• ​SHENNONG(却外神农) marries the cultural heritage of Chinese herbal medicine with modern perfumery. Its design, inspired by traditional apothecaries, creates a “scented wellness sanctuary.”
• ​Fu Sheng Liu ji (馥生六记) draws from Eastern ingredients like tea, pine, and gardenia to craft subtle, poetic scents that embody the restraint and elegance of Oriental aesthetics.

These fragrances, steeped in Eastern ethos, transcend olfactory innovation to become vessels for disseminating Chinese culture, painting a distinctive Oriental narrative on the global stage.

Fu Sheng Liu Ji: Elegant Oriental atmosphere​

2. ​Localized Fragrance x Non-Heritage IP Collaborations

Domestic brands are increasingly collaborating with intangible cultural heritage (ICH) crafts to create regionally distinctive products—”olfactory calling cards” for urban cultures. Examples include:

• Aru Zang (阿如藏) from Sichuan’s Aba Tibetan and Qiang Autonomous Prefecture transforms plateau botanicals into fragrances infused with Tibetan cultural motifs, blending ancient formulas with modern techniques.
• Chaimen Xiang (柴门香), a Chongqing ICH project, revitalizes traditional incense-making techniques from the Ba-Yu region, merging local history with creative perfumery.

These limited-edition scents translate “local memories” into sensory experiences, resonating with cultural identity while positioning perfume as an emotionally connective medium.

3. ​Immersive Multisensory Experience

Fragrance experiences now transcend mere smell, evolving into immersive art that engages all senses. Entering a scent space becomes akin to stepping into a “sensory theater” woven from aroma, sound, and light. Examples:

• Note Duet transforms its venue into a “scent symphony hall,” where fragrances unfold rhythmically with music, creating dialogues between hearing and smell.
• ​Natural Relic (闻物) uses sound-scent installations to transport visitors from urban chaos to serene natural landscapes.

These innovations elevate in-store sampling from functional acts to boundary-crossing journeys, deepening emotional connections with consumers.

4. ​Healing and Spiritual Resonance

Fragrance is shifting from external adornment to a medium for introspection and emotional healing. Brands like ​Outis (毋名) blend metaphysical concepts from astrology and chakra energy with neuroscientific research on scent’s emotional impact, offering personalized aromas to enhance inner balance. This reflects a growing demand for “self-care” in the era of “healing economies,” positioning perfume as a daily essential for spiritual well-being.

5. ​Infinite Possibilities in Fragrance Carriers

Perfume is moving beyond traditional liquid sprays, morphing into artistic forms that blend ambiance and aesthetics. Examples:

• ​FORAL DRAMA (花戏) crafts lifelike fruit-shaped candles, merging summer peach sweetness with natural freshness.
• ​HUMBLE reimagines scent diffusers as playful “french fry” sculptures, evoking childhood nostalgia.

These innovations transform fragrance into a multisensory, interactive experience, enhancing ambient living experiences.

Conclusion

These five trends underscore the profound transformation of China’s fragrance market and its boundless potential. As a participant and observer of this evolution, Labbrand leverages decades of expertise in sensory research and cultural insights to help brands navigate consumer emotions and market opportunities. Our past collaborations include frameworks for evaluating niche perfumes and dynamic optimization strategies for global beauty conglomerates.

Looking ahead, Labbrand will continue to decode the intricate emotional demands of Chinese consumers, empowering brands to craft culturally resonant and commercially impactful experiences.