All Good Scents is a cruelty-free, vegan and homegrown brand that aims to provide India with the luxury of sustainable yet affordable perfumes and fragrances for the modern contemporary Indian. Our fragrance oils are blended in France, bottled and conceptualized locally, and available online. One can sample these via our Scentbox(TM) before buying a full size. Perfumes from All Good Scents
are free of animal cruelty and are not tested on animals. Nor do they contain animal ingredients.
Rajiv Sheth-Founder- All Good Scents.in an exclusive chat with Medianews4U speaks on the company, the perfume market in India, and much more…
When was All Good Scents launched?
Just Scents Pvt Ltd, the company was established in 2013 & the brand All Good Scents was launched in the year 2014.
Is this the first time a cruelty free, Vegan scent has been introduced in the market?
While vegan and cruelty-free products have been gaining popularity across the globe in recent times, when All Good Scents was launched, our brand was probably the only known PETA registered homegrown fragrance house that stayed away from animal testing and using animal products in our scents.
How is the perfume/fragrance market in India?
India has a deep historical and cultural connection to the world of fine fragrances. However, it has taken a while for this industry to reach where it is today. From choosing bespoke fragrances with mainly international names, to actively searching for homegrown brands that have an essence of the country’s rich history bottled within, local perfume enthusiasts are ready to explore what the Indian fragrance market has to offer.
What is your TG and how are your products priced?
We have a collection of 20 fragrances, 4 luxury soy-scented candles and a variety of gift sets and seasonal combos within our range. We have intentionally created a brand that focuses on offering daily-wear fragrances or everyday scents of international quality, at an affordable price as we strongly believe that perfumes should be a part of one’s everyday wardrobe and grooming routine.
The pricing for our full-size perfumes ranges from INR 399 – INR 1490 and gift sets from INR 799 – INR 2100.
How have these been marketed, any innovative, out-of-the-box marketing ideas?
As an e-commerce brand, the first obstacle that we predicted was getting customers to try the fragrances, to trust the brand before purchasing full-size perfumes or gifting them ahead. For this, we conceptualized the Scentbox(™) – This allows the customers to choose any 3 testers (size 2ml) of their choice for INR 199 and redeem this cost once they choose a full size they wish to purchase. After the continued success of our Try Before You Buy strategy, we further developed this and introduced Sampler Kits which allow interested customers to try the full range of men or women perfumes (10 x 2mls) for INR 499
Is All Good Scents a D2C brand? Are the products available Offline?
What are the trends in the fragrance industry you are seeing globally and in India?
Yes – we are a D2C brand and are available online only.
The fragrance industry worldwide has seen a boost in the last year. Perfume enthusiasts are now exploring and taking the time out to learn a lot about the perfumes they own or wish to buy, so along with the notes, they look for elements such as sustainability, inclusivity, and wellness.
The industry is slowly picking up on-trend, introducing more natural ingredients to the composition of perfumes and becoming more transparent.
It was noted that consumers in India are in fact willing to pay more for environmentally friendly or socially-minded brands.
Indians are seeking green goods like ayurvedic medicines, natural dyes, natural textiles, bio-fertilizer, bio-pesticides, organic foods, herbal cosmetics etc.
In the light of COVID-19, 84% of Indian consumers prefer to purchase more locally made/produced products rather than imported/non-local products
Over 86% of consumers from India state that buying sustainable products from organizations makes them happy.
Your vision and Focus for 2022?
As a brand, we are looking to continue our efforts in sustainability, while launching new fragrances. One of our key focuses is to expand on our thought that ‘fragrances are for everyone’ and offer a gender-fluid range of fragrances. Within our own signature perfumes, we aim to expand our line extensions as well.
Apart from creating fine fragrances, we believe in educating enthusiasts about the olfactory world, and now, since we have taken our training sessions and webinars online, we aim to introduce a lot more sessions to encourage and establish a fragrance community in India.