Perfume primers

Having noticed that one of the biggest problems facing the fragrance industry is the lifespan and consistency of a perfume when applied to the skin, both brands have released a fragrance primer to tackle the issue.

Linger by Scentinvent Technologies uses what it calls ‘a fine matrix of silicone polymers’ to create an invisible shield that captures and holds scent to the skin. Delivered in the form of a light liquid spray, the oil-in-water emulsion also combats the drying properties of ethanol, an alcohol that makes up 80% of fragrances.

Canvas & Concrete is another brand whose all-natural fragrance primer creates a barrier between your perfume and your skin. Applying the primer prevents the scent from mixing with your body’s pH value to ensure the perfume remains the product you purchased.

‘Not only is there [an] inherent need for people to have their fragrance last longer,’ Heath Miller, CEO and founder of Canvas & Concrete, told Observer. ‘But it also results in less money spent on more expensive scents. It’s a win-win.’

In the skincare industry too, the growth of primers has been significant, highlighting their potential in fragrances. According to NPD Group, CC creams and make-up primers alone contributed more than £397m ($490m, €464.4m) to the US beauty industry in 2015, a rise of 58% in two years.