Use this introductory guide to develop a unisex positioning and design brief. A fragrance need not be assigned to a gender, but removing a gender label does not guarantee broad preference, easier inventory or higher sales. Validate the scent and presentation with the intended audience.
The Modern Consumer’s Fragrance Journey
Self-expression, shared use and a simple routine are possible motivations to explore with your selected customers. They are not established here as universal millennial or Gen Z preferences. Use the following as interview prompts:
- Gender cues: Ask whether gender labels affect the participant’s scent choice.
- Simple routine: Ask whether one fragrance fits the participant’s intended occasions; no scent works for everyone.
- Shared use: Ask whether the participant shares fragrances and what affects that decision.
- Brand references: Ask which brands or creators inform the participant’s choices, without assuming their influence.
For a brand, reduced segmentation or fewer SKUs is a hypothesis. Confirm whether the positioning fits existing customers and new audiences before changing the assortment.
Business hypotheses for a unisex collection
Evaluate the following possible benefits against customer evidence and costs; none follows automatically from the unisex label:
- Audience reach: Test awareness and preference across the selected segments instead of equating gender categories with a fixed share of demand.
- Inventory: Compare SKU count, demand variation and stock requirements before claiming simpler forecasting.
- Marketing cost: Measure acquisition and creative-production costs for the proposed campaign; a unified message may not fit every segment.
- Gifting: Ask actual gift buyers whether the scent and presentation suit their intended recipient.
- Retail readiness: Confirm the named retailer’s assortment and acceptance criteria; unisex positioning does not guarantee shelf placement.
Key Notes and Formulation Trends
Floral, woody, leather, citrus and gourmand directions can all be explored in a unisex brief. Do not rule out sweet florals or strong woods on gender grounds. The examples below are creative options, not restrictions or current market rankings.
| Fragrance family | Unisex Interpretation | Example Notes |
|---|---|---|
| Woods & spices | Smoothed with creamy sandalwood or soft cardamom | Sandalwood, cardamom, amber |
| Florals | Earthy, green, or aquatic versions; iris and violet leaf | Iris, violet leaf, bergamot |
| Fresh/citrus | Elevated with herbal or tea accords for complexity | Yuzu, white tea, petitgrain |
| Gourmand | Understated sweetness like fig, almond, or tonka | Fig, tonka bean, cocoa |
Request contrasting physical samples from LAEYO against your own drydown and performance brief. Evaluate them with the selected audience rather than treating balance or longevity as a universal unisex requirement.
How to Position Unisex Fragrances in Your Portfolio
Transitioning from gendered to genderless requires deliberate choices in packaging, naming, and storytelling:
- Neutral design language: Avoid pink/blue stereotypes. Opt for clean typography, monochromatic bottles, or raw materials (wood caps, frosted glass).
- Evocative naming: Choose emotion-driven or nature-inspired names (e.g., “Dawn Light,” “Nomad”) rather than terms like “Pour Homme.”
- Concentration and format: Compare an EDP, oil or other relevant format for the intended use and budget; no format suits all users.
- Marketing that celebrates identity: Show a diverse cast of individuals wearing the same scent, focusing on mood, memory, and connection.
- Test across selected groups: Use blind-coded samples and record differences as well as similarities. Equal appeal is not a prerequisite or a result you can presume.
Blind-sample and positioning feedback record
No completed target-audience study is supplied for this positioning decision. Keep the release pending until the selected audience has evaluated coded physical samples and the proposed presentation, with the recruitment criteria, dates, conditions, results, limitations and named decision owner recorded. A general market report or a competitor listing does not fill this evidence gap.
| Stage | Record | Decision use |
|---|---|---|
| Recruitment | Country/channel, participant criteria, sample size and date | Identify selection bias and audience limits |
| Blind scent evaluation | Random sample codes, application conditions, timed impressions and preference | Compare scent response before showing gender or brand cues |
| Segment review | Feedback by relevant intended-use/customer groups, including disagreements | Avoid claiming equal appeal from a pooled average |
| Design review | Show name/packaging after scent evaluation; record interpretation | Revise the brief without confusing packaging with scent preference |
| Commercial follow-up | Trial, conversion, returns and repeat purchases over a defined window | Test benefit hypotheses rather than guarantee them |
Frequently Asked Questions
Will a unisex fragrance really appeal to both men and women equally?
Not necessarily. Preference varies within and across groups. Recruit the intended audience, evaluate blind-coded samples and report segment-level results and limitations rather than claiming equal appeal.
How does packaging influence the perception of a unisex fragrance?
Test how the intended audience interprets alternative names, colors and bottle designs. Minimalist, ornate, dark or colorful packaging can be considered; this article establishes no universal industry standard or gender reading.
Do unisex fragrances perform differently in terms of longevity?
Performance depends on the actual formula, application and conditions, not its gender label. Establish any longevity statement through defined evaluation; an EDP label alone does not substantiate 6–8 hours of wear.
Can I convert an existing gendered fragrance into a unisex version?
You can evaluate a new positioning using the existing sample before assuming reformulation is needed. If the brief requires a formula change, test the new version and reassess relevant safety, stability and packaging evidence; neither a cost saving nor a required note substitution is established.
Is there still a place for gendered fragrances if I launch a unisex line?
Both approaches can coexist if the target customer and assortment economics support them. Measure basket size and repeat purchase rather than claiming that adding unisex products automatically increases either.
Explore unisex fragrance OEM/ODM development and request a quote for your audience, scent brief and packaging direction. For deciding between one hero and a wider system, use the unisex portfolio planning guide.