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

JAKARTA – Changing youth lifestyles are pushing the local perfume industry to adapt. If previously perfume was used more as a complement to one’s appearance, now the product is increasingly chosen as a means of expressing character, mood, and even self-identity. This trend is visible in the growing interest among young people in perfumes with diverse scent characters that can be tailored to daily activities. For Generation Z, the choice of perfume is not only about the fragrance displayed, but also reflects personality and the impression they wish to build in social circles and digital activities. High mobility means young people need flexible products to accompany various activities, from school, university, and work, to socialising. This condition is also encouraging perfume industry players to present products that are more personal and relevant to the needs of young consumers. The phenomenon was one of the topics discussed in a forum attended by content creators, perfume reviewers, and lifestyle enthusiasts in South Jakarta. The forum highlighted that perfume has now become an inseparable part of the daily lifestyle of the younger generation. Brand Marketing Manager of PT Citra Alam Aromindo, Granito Arighi P., said every young person has a different character and preference in choosing perfume. Therefore, the industry needs to understand the increasingly diverse needs of consumers. “Every young person has a different vibe. That is why, through the Sweetie Vibes Series, we want to present daily perfumes that can be chosen according to the mood, activity, and character of each user. The scents are made pleasant, easy to wear, yet still leave a classy impression,” said Granito. In response to this trend, local perfume brand Bizarre introduced the Sweetie Vibes Series line targeting young consumers. This product presents several scent characters designed to accompany users’ various daily activities. The range consists of a number of variants with different scent profiles. There is Velvet Kiss with a fruity-sweet character, Love Potion combining floral and fruity nuances, Candy Rose with a gourmand-sweet touch, and Sunset Lovers blending floral and citrus aromas. The presence of various perfume character choices shows the growing development of the local perfume industry in reading changes in consumer tastes. Competition no longer relies solely on scent quality, but also on the brand’s ability to understand the emotional needs and lifestyle of its users. Amid the growth of the national beauty industry, this trend opens opportunities for local brands to strengthen their position in the market. By offering products close to the daily lives of the younger generation, the local perfume industry is considered to have increasingly wider room to grow.