On this basis, the Cosmetics directive required that the presence any of these 26 substances be indicated in the list of ingredients when its concentration exceeds 0,001 % in leave-on products and 0,01 % in rinse-off products. These limits had been set in a pragmatic administrative decision in the absence of known thresholds for these allergens.

Such labelling allows patients who are allergic to one or more of these 26 fragrance chemicals to avoid products containing them.
http://ec.europa.eu/health/scientific_committees/opinions_layman/perfume-allergies/en/index.htm

Chanel No 5
The signature perfume is one of several that may need to be reformulated under new European Commission regulations aimed at protecting consumers from allergies.
Chanel No 5 on of the most popular perfume in the world, contain mosses which could be banned under new rules

The perfume house is desperately trying to synthesise the aromas, which give the scents their woody base notes.

Chanel No 5, which has been on the market for 93 years, is the world’s best selling perfume, with a bottle sold every 30 seconds.


Labelling

The EU Cosmetics Regulation includes a set of strict rules for labelling of cosmetic products, all of which must be present on the product container, packaging, or if not possible given space restrictions, in an enclosed leaflet. Without proper labelling, a product will not be permitted onto the market.

While the Responsible Person, usually the manufacturer, is responsible for a majority of the rules set out in the EU Cosmetics Regulation, distributors also hold special responsibilities.

They must verify that labelling information is correct and that the date of minimum durability has not passed. Furthermore, if they believe that a cosmetic product is not in conformity with the requirements laid down in the Regulation, they may not sell it, and if they believe a product poses a health risk, they must report it to the Responsible Person and the competent national authorities of their member state. Lastly, they must ensure suitable storage and distribution conditions.
https://www.cosmeticseurope.eu/cosmetics-industry/understanding-cosmetics-regulation/

The global perfumes market is witnessing a growing trend of customised perfumes and the use of renewable ingredients in perfume manufacturing. Global perfume manufacturers are also venturing into the production of microbial based natural perfumes to cater to the increasing health awareness among consumers.

Celebrity culture has helped with sales and awareness of brands due to people taking interest in favourite celebrity lives i.e endorsements. 

Word of mouth with people asking what each other are wearing - finding out what brands.

According to mintel - Younger men are exploring a less traditional concept of masculinity by embracing their individuality and want a fragrance that reflects this. Lynx are beginning to adapt their communication to incorporate and appeal to these.

Lynx use campaigns to advertise their products that focus on a certain area or send a message to their audience. Their latest campaigns are focusing all around empowering men and discovering what really is masculinity. With the rise in mental health and depression in men this is a fantastic opportunity for men to use fragrances for emotional and wellbeing purposes and show men that you don’t have to be a “stereotypical man” to use their fragrances. This has changed from Lynx advertisements where it was all about sex and sexist stereotypes. 

The owner of the brand Lynx, Unilever discovered after research that only 2% of ads show intelligent women. They also said that they have a responsibility to change perceptions on a global scale.

Lynx used to use beautiful, half naked women and send the message of sex sells and use sexist stereotypes in their advertisements which has now been scrapped. The brand has now taken a more mature and professional approach to how they advertise themselves which can reach a more wider audience.  The new campaign “find your magic” captures a modern idea of masculinity. 

As part of their new campaign Lynx have said they are going to involve a lot of custom made Instagram content. This is, I believe the best social media platform to use for their brand because Instagram is full of selfies, fashion, beauty and lifestyle photos, videos and links to blogs that people can use for a lot of inspiration. Also, their target audience of men in their early 20’s are big users of Instagram. 

Their services on Instagram will allow people to ask grooming questions with tailored, functional and entertaining video content. 

Lynx also use a variety of other social media platforms that they said they will use this on but Instagram will be their focus.