Local Perfume Industry Captures Gen Z's Self-Expression Trend

Changes in the lifestyle of the younger generation are driving the local perfume industry to adapt. Whereas perfumes were previously used primarily as an accessory to appearance, they are now increasingly chosen as a means to express character, mood, and self-identity.

This trend is evident in the growing interest among young people in perfumes with diverse aromatic characters that can be tailored to daily activities. For Generation Z, the choice of perfume is not only about the scent presented but also reflects the personality and impression they wish to build in both social and digital interactions.

High mobility means young people require flexible products to accompany various activities, ranging from school and university to work and socialising. This condition is also encouraging perfume industry players to introduce products that are more personal and relevant to the needs of young consumers.

This phenomenon was a key topic in a discussion held in South Jakarta, attended by content creators, perfume reviewers, and lifestyle enthusiasts. During the forum, it emerged that perfume has now become an inseparable part of the daily lifestyle of the younger generation.

Granito Arighi P., Brand Marketing Manager of PT Citra Alam Aromative, stated that every young person has a different character and preference when choosing perfume. Therefore, the industry needs to understand increasingly diverse consumer needs.

“Every young person has a different vibe. Therefore, through the Sweetie Vibes Series, we want to present daily perfumes that can be chosen according to the mood, activity, and individual character of each user. The scents are made to be pleasant and easy to wear, yet still maintain a classy impression,” said Granito.

In response to this trend, the local perfume brand Bizarre has introduced the Sweetie Vibes Series targeting young consumers. This product line offers several aromatic characters designed to accompany various daily activities.

The range consists of several variants with different aroma profiles. These include Velvet Kiss with a fruity-sweet character, Love Potion which combines floral and fruity nuances, Candy Rose with a gourmand-sweet touch, and Sunset Lovers which blends floral and citrus aromas.

The availability of various perfume characters demonstrates the growing capability of the local perfume industry in reading changes in consumer tastes. Competition is no longer solely based on scent quality, but also on a brand’s ability to understand the emotional needs and lifestyles of its users.

Amidst the growth of the national beauty industry, this trend opens opportunities for local brands to strengthen their position in the market. By offering products that are closely integrated with the daily lives of the younger generation, the local perfume industry is seen to have expanding space for growth and competition.