Thais Zorrilla: "A fragrance must be understood, interpreted and lived as part of its identity."

Perfumery faces new challenges, as in the rest of the industry and the cosmetics sector. From Next in Beauty, we have interviewed Thais Zorrilla, CMO and CDO of Perfumerías Comas, who has attended us in Nasopia, in the heart of Girona, which becomes the epicenter of perfumery in the city. Thais Zorrilla tells us how the consumer has evolved, the experiences and the different ways of perceiving the world of perfumery and what perfume is for Nasopia. What consumer segment is growing the most? How to conquer the youngest consumer?In Nasopia we observe a very relevant growth among young consumers, especially in the 20 to 35 age group. They are digital profiles, curious and with their own criteria, who seek to differentiate themselves through fragrances with personality. To connect with them, we are committed to accessibility without sacrificing quality or the story behind each perfume."Young people between 20 and 35 years old are not only looking to smell good: they are looking to get excited, express themselves and live experiences." One of the keys has been to create the possibility of designing your own personalized box of decants (of 3 or 8 ml), both in physical stores and on our website. This allows them to try before deciding, explore freely and discover which perfumes really connect with them, without the need for a large initial investment.This audience is not only looking to smell good: they are looking to get excited, express themselves and live experiences. That is why we also work from educational content, the immersive store design and a coherent, close and stimulating brand experience. What are the current preferences of consumers in terms of perfumery?Today's perfumery consumer —especially in the mid-high and high segment— has evolved significantly in recent years. Today he is looking for fragrances with meaning, quality in the ingredients, transparency in the composition and authenticity in the proposal.At an olfactory level, we observe a clear preference for perfumes that escape the generic, with a rise in woody, spicy and gourmand notes in more sophisticated versions. Floral families are still very relevant, but reinterpreted with modern and non-obvious twists. Searches for genderless or shareable perfumes are also growing, especially among the youngest and most cosmopolitan public."80% of niche perfume consumers are looking for fragrances that break away from the conventional"According to sector studies*, 80% of niche perfume consumers are looking for fragrances that break away from the conventional, and more than 65% positively value that the perfumer is identified and that the brand has a clear storytelling. This reflects a shift towards more conscious consumption, where the customer wants to know what it contains, who created it and why.At Nasopia, we see it every day: customers ask for specific ingredients, want to understand the olfactory pyramid and look for perfumes that represent their lifestyle. That is why we focus on expert curation, on the emotional interpretation of each perfume and on offering tools such as our Try me service, which allows them to explore without commitment, with boxes of decants that they can personalize according to their olfactory preferences. Do you find a more trained consumer in the perfumery sector, as is also the case with cosmetics?Without a doubt, yes. At Nasopia we see every day how the perfume consumer is more trained, more curious and much more demanding. It is no longer just about choosing a fragrance "that smells good", but about understanding it, interpreting it and living it as part of its identity. This phenomenon, which has already been consolidated in cosmetics, has also strongly reached the world of perfume, especially the niche.Today customers ask for specific olfactory notes, differentiate families such as woody, leather or fougère, recognize ingredients such as ISO E Super, cashmeran or myrrh, and many even know how to identify the work of certain perfumers. This new consumer profile has been driven by a greater olfactory culture accessible on social networks, specialized blogs and platforms such as YouTube or TikTok, where perfumes are analyzed, compared and recommended in depth.In response to this change, at Nasopia we are committed to an educational and participatory experience, both in store and in our e-commerce. We have designed a space that acts as an olfactory library, where knowledge is available to everyone: from complete files with expert interpretations to the possibility of trying perfumes through personalized decant boxes (Try me).And to further facilitate this exploration, we have created the Nasopia Box, a monthly subscription with which the customer receives at home a box with 3 decants of niche perfumes selected by our experts. It is an ideal tool to discover new fragrances every month, discover unusual brands and continue cultivating that olfactory curiosity that so defines the new consumer.In short, the consumer is more trained, yes. But also more involved, more emotional and more aware. And that, for us, is a great opportunity to elevate the experience and value of the author's perfume. What does the moment of buying perfume mean now for the consumer? Is the experience also what adds value?The purchase process of a commercial or conventional perfume is usually quick and direct: the customer arrives with a clear idea, influenced by advertising campaigns, celebrities or word of mouth. These are recognizable fragrances, very present in the media and in massive points of sale. In many cases, it is an emotional purchase, but not very thoughtful.On the other hand, the purchase of an author's or niche perfume is a much more thoughtful process. It requires time, calm and an exploratory attitude. As these are lesser-known fragrances, more complex and with unconventional formulas, the customer needs the guidance of an expert advisor who knows how to guide, interpret and translate sensations into proposals. Here, the choice becomes a personal and sensory journey."The value no longer resides in the final product, but in the previous experience, the expert accompaniment and the ability to generate emotional communication"As we see it, niche perfume is understood as a form of expression, identity and emotional connection. Our client no longer simply wants to "smell good", he wants to find a fragrance that speaks of him or her, that evokes memories, that accompanies vital stages or that transports him sensorially to other places. That is why the value is not only in the content of the bottle, but in everything that surrounds it: the context, the discovery, the story.In short, the value no longer resides only in the final product, but in the previous experience, the expert accompaniment and the ability to generate an emotional connection. At Nasopia we work precisely for that: to transform the moment of purchase into an olfactory, personal and unforgettable journey. Because perfume is not sold, it is felt. How does Nasopia anticipate trends in the perfumery and fragrance sector?At Nasopia, anticipating trends is not a reactive issue, but part of the project's DNA. We were born with the desire to be a discovery platform, where consumers can explore what is to come before it becomes a mass trend. And to achieve this, we combine three fundamental pillars: active listening to the consumer, direct contact with international perfume houses, and a team with decades of experience in the sector.We work with more than 80 niche and author perfumery brands, many of them independent and avant-garde, which allows us to have early access to emerging collections, new olfactory formulations and disruptive concepts. This direct connection with perfumers and founders places us close to the real innovation of the sector, not only what reaches the big showcases.We also closely observe changes in consumer behavior. According to recent data from Mintel (2023), 66% of luxury perfume consumers are looking for experiences that allow them to personalize their choice, and 72% prioritize brands that offer transparency in ingredients and clear values. In response to this demand, Nasopia not only selects brands for their olfactory aesthetics, but for their ethics, history and coherence as a creative project.At a digital level, we monitor international trends through platforms such as Fragrantica, Nez, specialized social networks and events such as Esxence (Milan) or the Barcelona Perfumery Congress. We actively participate in the dialogue with brands and experts to identify relevant movements such as sustainability, molecular perfumery, the rise of soft oud or modern reinterpretations of classic flowers.In short, Nasopia does not pursue trends: it observes them, understands them, and translates them into accessible and exciting olfactory experiences for the final customer. Our goal is always to get ahead, so that our customers discover the new before it becomes commonplace. How do you achieve a good consumer experience in the online sale of perfumes?Selling perfumes online implies overcoming a great challenge: making the intangible tangible. Unlike other products, a fragrance cannot be smelled through a screen, so the digital experience must be inspiring, educational and deeply sensory from the narrative.At Nasopia we approach it from a clear premise: create a digital experience as rich as the physical one. For this reason, each product file is carefully constructed to guide the customer through the universe of perfume: with emotional descriptions, olfactory notes explained in a close way and sensory references that help to imagine the fragrance before having it in their hands.In addition, the nasopia.com platform is designed as an authentic olfactory library, where each perfume tells a story and each customer can find their way through personalized recommendations, intuitive filters and content curated by specialists.But if something makes the difference, it is our ability to integrate the physical and digital experience through exclusive services: our customers have the possibility to explore perfumes at their own pace and without commitment thanks to tools such as Try me, the thematic Discovery Sets or the monthly Nasopia Box. These services not only expand access to the author's perfume, but also reduce the risk of error, increase post-purchase satisfaction and foster a longer-lasting relationship with the brand.To all this is added specialized customer service, packaging that is careful to the last detail and an active community on social networks that reinforces the emotional connection with the Nasopia universe.In short, we believe that selling perfume online is not only a technical challenge, but an opportunity to narrate, inspire and excite, making each customer —even if they are on the other side of the screen— live the Nasopia experience from the first click.Of course. Here is a more developed version of the answer, without repeating the services or elements already mentioned above, and deepening the differential values of Nasopia: What differentiates Nasopia? Why is Nasopia the idyllic place for lovers of author perfumery?What really differentiates Nasopia is not only what we do, but how and why we do it. Nasopia is born from an intimate place, inspired by a personal and authentic story: the olfactory curiosity of Sofía, daughter of the founders, who gives name to the project and symbolizes that sensitivity and desire to discover the world through the senses. This origin defines our essence: we do not sell perfumes, we create discovery experiences for restless noses.In an increasingly competitive sector, Nasopia provides its own vision, built with depth, aesthetic sensitivity and a clear desire to accompany the client on their personal journey. Our store is not only a point of sale, but an olfactory refuge, a place where you can breathe calm, inspiration and perfume culture.The selecction also differentiates us. We do not work with perfumes for fashion or volume, but for artistic coherence, for the quality of their composition, for the narrative they carry behind them and for what they are capable of making you feel. We select our brands with an editorial approach, like someone who chooses the titles of a large library.In addition, we are committed to knowledge as a fundamental part of the experience. Our team is made up of passionate specialists in author's perfume, who not only advise, but also transmit, inspire and connect emotionally with each client.But what those who discover us value most is something difficult to measure: the soul of the project. At Nasopia everything is designed from an honest sensitivity and a desire to share the beauty of perfume as an art form. This generates a community of people who are not only looking to differentiate themselves, but to understand, feel and explore.For all this, Nasopia is not only the idyllic place for lovers of author's perfume. It is also the place for those who do not yet know it, but intuit that in a fragrance there may be something more than an aroma: a memory, an emotion, a story that deserves to be lived.202412 NAS BotigaGI 1313

Thais Zorrilla: "A fragrance must be understood, interpreted and lived as part of its identity."

The CMO and CDO of Perfumerías Comas explained to Next in Beauty that perfumery is a way to express oneself and live experiences