In recent years, at the same time, domestic fragrance brands have also noticed the market development trend through various innovative methods, continuously launching incense products that fit the tastes and lifestyles of young consumers.
Brands have made telling Chinese-style stories a main strategy for launching incense products. In this field, the domestically popular high-end fragrance brand WENXIAN, which has attracted significant capital attention, launched an incense series two years ago, using an approach close to traditional Chinese fragrance culture to deeply explain the charm of Chinese-style scents.
The natural fragrance brand "Zhi Shi Timenotes" launched a Chinese incense series themed on the 24 solar terms, combining traditional 24 solar terms and festival elements to showcase the unique aromas of the 24 terms, creating an exclusive cultural IP, becoming a representative of the "Guochao" trend.
In addition, brands have used innovative usage scenarios and product forms to cater to consumer demands. For example, incense brand Ri He Shan recently launched a portable "pocket aroma" to meet the diverse lifestyle needs of young people, allowing consumers to ignite spiritual fragrances anytime, anywhere, soothing troubled emotions.
Foreign capital has also been drawn to the charm of incense. Brands from Sweden like LYDEEN, Australia’s Aesop, and luxury brands like LOEWE have launched incense series in recent years, using fragrance as a medium to present the traditional Chinese fragrance culture to global young consumers.
Despite the changing times, the emerging incense market also faces some challenges. Currently, the incense industry has a relatively low entry threshold, with mixed quality of products on the market, and numerous chaotic brands. Some products even use harmful fragrances that release smells and ashes harmful to health when burned.
Just as young people begin to "burn incense," it exhibits broad market development opportunities by combining Eastern elements with modern life. However, how to effectively tell the culturally rich incense stories and innovate more in products is a new challenge for brands wanting a share of this niche market.