New scent to launch globally at Sephora following two years of development
Key Takeaways:
- Merit, founded by Katherine Power in 2021, is launching its debut fragrance, Retrospect Extrait de Parfum, developed in collaboration with IFF perfumer Fanny Bal.
- The launch is based on consumer feedback, with a 2022 survey indicating high demand for fragrance as the next product from Merit.
- Retrospect, with a 30% fragrance oil concentration, is aimed at women aged 35-45 and designed to be a timeless, enduring scent.
- The marketing strategy includes traditional advertising methods such as scent strips and collaborations with publications like Vogue and The Gentlewoman.
- Power clarified that despite rumors, Merit is not currently for sale and is focused on business growth.
Minimalist beauty brand Merit, founded by Katherine Power in 2021, is entering the fragrance market with the launch of its debut scent, Retrospect Extrait de Parfum. Developed in collaboration with IFF perfumer Fanny Bal, the new fragrance is set to debut at all Sephora stores and on Merit’s website starting October 22. Retrospect has been designed as a timeless fragrance, drawing inspiration from vintage aromas, and is aimed at women between the ages of 35 and 45.
“Fragrance was always a category I was interested in,” Power noted. A consumer survey conducted in 2022 revealed that fragrance was the product most desired by Merit’s customers, with over half of respondents expressing interest. This survey followed a similar demand-driven launch of Merit’s Great Skin Instant Glow Serum last winter.
Power explained the data-driven approach behind the brand’s product development, stating, “We’re very data-driven in the way we think about putting products out into the world.” She emphasized that Merit builds its product line based on consumer trust, noting that no single product accounts for more than 20% of the company’s sales, which exceeded $100 million in 2023.
With a formula containing 30% fragrance oil concentration, Retrospect was created after more than 100 iterations across two-and-a-half years. Power described the fragrance as a blend of musks, powdery aldehydes, and pear notes, evoking both nostalgia and modernity. “We wanted a scent that stirs personal memories but still feels current,” she explained. While projections estimate that the fragrance could generate $5 million in sales in its first year, Power did not comment on specific sales figures.
The marketing strategy for Retrospect includes traditional advertising approaches, such as featuring scent strips in print publications like Vogue and Real Simple. Merit is also partnering with The Gentlewoman to create a limited-edition book about the fragrance and its development. Power emphasized, “We wanted to bring back some old-school advertising tactics.”
As part of promoting the fragrance, Martha Stewart recently participated in showcasing Merit’s “Five Minute Morning” makeup routine, sharing her own story during the campaign. Despite recent rumors about a potential sale of the company, Power clarified that Merit is not on the market and remains focused on its growth.
The brand plans to maintain its expansion strategy while continuing to offer innovative products based on customer insights, with Retrospect set to become a key addition to its lineup.
