Funmi Fetto remembers when she first encountered a bottle of hair perfume, 10 years ago. She was the acting beauty director at British Vogue, and thought it was ridiculous: “Who on earth needs hair perfume?”

Plenty of people, it turns out. Hair perfume is one of the fastest growing categories in the $60 billion global fragrance industry, thanks to a perfect storm of the post-pandemic fragrance boom, a vogue for scalp-friendly formulations and relative affordability (hair perfume tends to cost a fraction of more concentrated eau de parfums). Even Fetto has come around — she’s partial to Maison Francis Kurkdjian’s Baccarat Rouge 540 hair mist, which according to the brand “delicately perfumes the hair while leaving it soft.”

“It’s pretty straightforward — we want our hair to smell nice,” Fetto said. “Not in an off-the-shelf-shampoo kind of way, but in a way that’s elevated and sophisticated.”

The category is “exploding,” said DSM-Firmenich perfumer Nicole Mancini. Since the pandemic, search volume for hair perfume has more than doubled worldwide, according to Google Trends.

Hair and fragrance are the two categories driving the prestige beauty market in the US, which grew 8 percent this year, according to Circana. Haircare brands like Oribe have long used scent to elevate their collections, and position their hair perfumes as luxury products. Meanwhile, upscale perfume houses, from Kurkdjian to Chanel, have distilled some of their bestsellers into less concentrated “hair mists,” often for a fraction of the original price.

Hair fragrances, like candles or bath products, provide opportunities to expand “the fragrance ritual,” says Connor Spicer, a consultant at Euromonitor, noting particular demand for hair fragrance in the US, UK, and UAE. But while it can be chemically challenging to translate a scent from a perfume into a candle or bath product, modifying a perfume for hair is relatively simple, Mancini said, and a matter of turning down the fragrance concentration and alcohol content.

The hair care category’s recent fixation on scalp health — the “skinification” of hair — is also contributing to their popularity. Many formulas tamper down their alcohol content “so that hair or scalp don’t experience over-drying or irritation when applied,” said Spicer. Some savvy marketers may also add ingredients that can promise benefits like UV protection, conditioning, or added shine.

Good Smells Ahead

Humans have fragranced their heads for centuries — the ancient Romans traded a honeysuckle oil specifically as a hair scent — but have only recently decided to bottle and sell unique formulations specifically for this use-case. In 1955, Parfums Christian Dior launched la Siphonette, a tiny brush intended to scent votre coiffeur when dipped into a small vial of Miss Dior. Dior was also the first fragrance house to remix a best-selling perfume for the hair, with the 1999 launch of J’Adore hair perfume.

The category of hair perfume as we know it is a byproduct of the 2000s fragrance boom, as celebrities flocked to the licensing gold rush and designers began “flanking” best-selling scents with various new permutations. Chanel came out with Coco Mademoiselle Hair Mist in 2003. Tom Ford’s first fragrance with Estée Lauder, called Black Orchid, was mixed into a Luminous Hair Perfume in 2008, and the next year, Byredo launched a collection of its best-sellers reimagined as hair-friendly formulas. By 2010, the New York Times reported that hair scents “may be the next fragrance frontier.”

The post-pandemic period saw another fragrance boom driven by prestige and “super luxury” fragrances in the Byredo tier, according to Larissa Jensen, a beauty analyst at Circana. Consumers are also forgoing signature scents for a wardrobe of them that can be worn according to their whims — a phenomenon propelled by fragrance-obsessed Gen-Z, who are hoarding scents and layering them like accessories.

“Fragrance is one of the most important parts of getting somebody excited about using hair care products,” said Dianna Cohen, who founded the hair care brand Crown Affair in 2019.

Cohen’s fragrance of choice used to be Byredo Gypsy Water ($225 for the eau de parfum). She bought the hair perfume ($85) as a way to refresh her scent throughout the day. Before she began designing and fundraising her own line, Cohen contacted a fragrance house, hoping to cook up an aroma that evoked “a little bit of funk, a little bit of Zen.”

The resulting Signature Scent imbues every Crown Affair product, and launched as a hair perfume in October 2022. It costs $85, the same price as Byredo’s or Kurkdjian’s but twice as much as a dry shampoo or finishing spray.

“Our core customer bought it up right away,” Cohen said.

For shoppers unfamiliar with the scent, it was a harder direct-to-consumer sell. But an Allure Best of Beauty Award and a few viral TikToks have been convincing; this quarter, sales of the Signature Scent nearly doubled.

A decade-plus later, this destiny appears to have manifested. Cohen said fragrance is a priority for Sephora, one of Crown Affair’s retailers, and a place where the selling power of a good scent cannot be overstated. “Every year, like clockwork, Sephora is like, let’s put the hair fragrance on top,” Cohen said. “And it sells through.”

On Saturday, the brand launched a Signature Scent candle in partnership with Nette at Sephora, and intends to expand its fragrance range. The whole point is to “elevate the conversation around the [hair] category.” said Cohen. “It’s great from a business perspective.”

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Rozwiń swoje zawodowe skrzydła w agencji będącej certyfikowanym partnerem Google Partner Premier! Dzięki temu uda Ci się poszerzyć wiedzę z zakresu systemu reklamowego Google Ads, co w konsekwencji wykorzystasz, działając nad zwiększeniem sprzedaży sklepów internetowych. To także szansa na pracę w przyjaznym środowisku, w otoczeniu ekspertów, którzy będą wspierać Cię już od pierwszego dnia!

Czego od Ciebie oczekujemy?

bardzo dobrej znajomości:

• systemu reklamowego Google Ads oraz narzędzi: Google Merchant Center, Google Analytics 4, Google Ads Editor, Looker Studio, Google Tag Manager,
• wiedzy na temat prowadzenia kampanii reklamowych i znajomość aktualnych trendów,
• doświadczenia w prowadzeniu wysokobudżetowych kampanii,
• umiejętności analitycznego myślenia i wyciągania wniosków,
• dyspozycyjności na pełnym etacie.
• mile widziana znajomość nowinek w zakresie AI i podstawowa umiejętność korzystania z generatorów tekstów AI (Chat GPT, Google Gemini)

Czym będziesz się zajmował/zajmowała?

• tworzeniem turbo kampanii Google Ads, w których wykorzystasz całą swoją wiedzę i zaangażowanie, a także przetestujesz najnowsze funkcje,
• wznoszeniem na wyżyny swoich umiejętności analitycznych w celu podejmowania trafnych działań optymalizacyjnych dla prowadzonych kampanii,
• pielęgnowaniem relacji z Looker Studio, by Twoje raporty były piękne jak okręt pod pełnymi żaglami,
• byciem ekspertem, który odpowie na pytania nurtujące naszych Klientów,
• ciągłą wymianą wiedzy, doświadczenia i żarcików z pozostałymi członkami zespołu – na cyklicznych spotkaniach, ale i na co dzień,
• udziałem w szkoleniach zewnętrznych i wewnętrznych (uczymy się od ekspertów ze świata marketingu, ale też od siebie nawzajem),
• eksplorowaniem nowości w systemie reklamowym Google Ads i aktywnym testowaniem ich u naszych Klientów,
• aktywnym współtworzeniem strategii reklamowej naszych Klientów (w tym wdrażaniem nowych form reklamy).

Co możemy zaoferować?

• nieustanne wsparcie lidera zespołu,
• umowę o pracę lub B2B,
• pracę w agencji będącej partnerem Google Partner Premier, Partnerem+ Allegro Ads, partnerem Business Partner Meta,
• możliwość realizacji ciekawych projektów i współpracy ze znanymi markami,
• szkolenia i naukę – chcemy stworzyć z ciebie rasowego eksperta,
• liczne benefity: karta MultiSport, elastyczne godziny pracy, pakiet medyczny,
• jeśli wolisz pracować stacjonarnie – przygotujemy dla Ciebie wygodne miejsce w naszym przytulnym biurze. Bliższa jest Ci praca z domowego zacisza? Nie ma problemu! Zapewnimy potrzebny sprzęt. Masz pełną możliwość wyboru, gdzie chcesz wykonywać swoje obowiązki!

Jak będzie wyglądał proces rekrutacyjny?

• krótka rozmowa z HR Managerem,
• po pozytywnej ocenie rozmowy – zadanie rekrutacyjne,
• po pozytywnej ocenie zadania – rozmowa z Liderką działu.

Chcesz wiedzieć, jak wygląda praca w Traffic Trends? Sprawdź Q&A!

NFL: Dallas Cowboys register a thrilling last-minute 20-17 win over Steelers

The Dallas Cowboys faced a formidable challenge heading into their Sunday night matchup against the Pittsburgh Steelers. With a depleted defence and a weather delay adding to the complications, the odds were stacked against them. However, in a display of resilience and determination, the Cowboys managed to secure a hard-fought victory, improving their record 3-2.
Already shorthanded due to several defensive absences, their challenge was intensified by a lengthy weather delay, stretching over an hour and a half, at Acrisure Stadium. The defence faced further strain when Marshawn Kneeland, a substitute for DeMarcus Lawrence and Micah Parsons, exited early with a knee injury. Meanwhile, Dak Prescott had a rough outing, fumbling once and throwing a red-zone interception, eventually contributing a third turnover in the second half.

Google is enhancing security for Android users by introducing new anti-theft features aimed at protecting personal data in the event of a stolen device.

According to GSM Arena, the updates include the Theft Detection Lock, Offline Device Lock, and an improved Remote Lock function, with the first two being new functionalities announced earlier this year.

The Theft Detection Lock utilizes artificial intelligence along with the device’s sensors to identify common theft-related motions.

For instance, if someone snatches the phone from a user’s hand and attempts to flee, the feature will automatically lock the device, restricting access to all applications and data.

Additionally, it can recognize movements typically associated with theft while riding a bike or in a car, as per GSM Arena.

The Offline Device Lock feature further enhances security by locking the device if a thief tries to keep it disconnected from the internet for an extended period.

This ensures that even in offline scenarios, the device remains secure.Meanwhile, the Remote Lock functionality allows users to lock their phones remotely using their phone number, especially useful if the Find My Device option is disabled or if they cannot access their Google account.

While it remains unclear which specific Android devices will receive these updates, users are advised to check that they have the latest version of Google Play Services installed to take advantage of these new security measures, as per GSM Arena.

As a beauty editor who often writes about the latest hair trends, I spend a lot of my time looking at different bob haircuts. This short hairstyle has been in style for what feels like forever, and I’m not mad about it. In fact, I think it’s the perfect haircut to wear this autumn and winter, as it will pair perfectly with chunky knitwear and coats. However, choosing what bob haircut to go for can be tricky, as there are so many options out there.

After having a look on Instagram and doing a quick search on Google Trends, it seems that this season there is one bob haircut that is proving particularly popular, and that’s the sleek bob.