About this Event
(Previously called Hot on The Scent)
THE FRAGRANCE FOUNDATION UK INSIGHTS PRESENTS
THE FUTURE OF FRAGRANCE
Each year, one question. This year: Share of Relevance.
Relevance is becoming one of the most valuable currencies in fragrance. In a world of infinite choice, being seen is no longer enough. The question is whether a brand matters to the people it wants to reach, and whether it earns a meaningful place in their lives, conversations and choices.
But relevance is no longer decided by brands alone. It is shaped by the platforms we use, the content we discover, the people we trust, the communities we belong to and the experiences brands create for themselves. Search and AI are changing how people find, understand and choose products, while creators, cultural movements and consumer communities influence what feels desirable, credible and worth exploring.
For fragrance, this presents a particular challenge and opportunity. Scent is deeply personal, emotional and sensory, yet so much of its discovery now happens digitally and socially, before a consumer ever smells the fragrance.
This year, The Future of Fragrance asks one question: who decides what is relevant, and how can fragrance brands earn their share?
The day will explore the forces shaping consumer choice, how brands build meaningful connections and experiences, and how relevance can translate into consideration, trial, loyalty and commercial growth.
Members' tickets are £140 + VAT.
Non-member tickets £195 + VAT *.
* Non-member tickets go on sale 1 month before the event
Event venue & nearby stays
Ham Yard Hotel, 1 Ham Yard, London, United Kingdom
Concerts, fests, parties, meetups — all the happenings, one place.