Beyond the senses: Eternal Beauty Holdings survey reveals fragrance’s growing role in everyday well-being

What makes a particular scent memorable? Why can the smell of flowers, freshly brewed coffee or a favourite perfume instantly change how we feel?

At this year’s Cosmoprof Asia, held at the Hong Kong Convention and Exhibition Centre, Eternal Beauty Holdings Limited brought these questions to life through its “Scent & Mood Relax Hub”, an immersive showcase exploring the relationship between fragrance and emotional well-being.

Visitors were invited to browse a curated selection of international and niche perfume and home fragrance brands, with the scents organised around four themes: Relax, Focus, Better Sleep and Creativity. After selecting a fragrance, they could close their eyes and embark on a personalised sensory journey, with neuroVIZR technology synchronising light and sound to complement their chosen scent.

The showcase reflects how fragrance is moving beyond its traditional role as a beauty accessory. Increasingly, it is becoming part of everyday life, offering people new ways to express their individuality, find comfort and take a moment for themselves.

The Hub also provided a fitting introduction to the Group’s latest research, the “Scent, Emotion and Lifestyle: 2026 Hong Kong Daily Mood Index and Fragrance Trends White Paper” (the “White Paper”). Released at the 29th Cosmoprof Asia, the study examines how fragrance is becoming part of everyday routines and its perceived influence on consumers’ moods.

Based on a survey of 433 Hong Kong consumers conducted in September 2026, the findings reveal that 94.2% of respondents use fragrance products, while 71.7% use them several times a week or more. More than eight in 10 respondents (81.3%) said fragrance has a positive impact on their everyday mood, with 55% using it to relax and 52.5% to lift their spirits.

For Wendy Lau, Executive Director of Eternal Beauty Holdings, this growing popularity reflects two developments: consumers’ increasing emotional needs and a more diverse fragrance market.

“With more niche brands entering the market alongside established international labels, consumers now have a wider range of scents to choose from and more ways to express their individuality,” she said.

“The most significant shift is from fragrance as an occasional accessory to a daily ritual – a personal companion for modern life.”

More than just a pleasant scent

Fragrance’s appeal, Lau explained, lies not only in how people smell, but also in the small moments it can create. An uplifting perfume before a busy day or a comforting home fragrance in the evening can offer a chance to pause and reconnect with oneself.

The White Paper’s Hong Kong Daily Mood Index, which measures respondents’ reported emotional well-being, stood at 54.5 out of 100. Among its five indicators, feeling cheerful recorded the highest score at 58.4, followed by feeling calm and relaxed at 55.9. However, feeling refreshed and well rested scored just 50.4, the lowest of the five.

Lau describes this contrast as a “rest deficit”: people may still find enjoyment in everyday life while feeling that they lack the energy or rest needed to feel fully replenished.

She sees an opportunity for fragrance to become part of everyday relaxation, rather than being reserved for special occasions or personal presentation. The idea of creating “recovery zones” – immersive spaces where people can slow down, explore scents and take a break from their busy schedules – is one way the industry could respond.

The survey also found an association between frequent fragrance use and higher mood scores. Respondents who used fragrance several times a week or more recorded an average index of 55.8, compared with 51.1 among other respondents. This offers insight into how consumers perceive fragrance as part of their daily lives.

Bringing the experience to life

For Lau, technology offers new ways to enrich fragrance discovery. The Scent & Mood Relax Hub served not only as an immersive experience for visitors, but also as a practical demonstration for Eternal’s brand and retail partners.

“We see significant opportunities in guided scent journeys, themed discovery spaces and multisensory pop-ups,” she said.

These formats can be adapted to different retail settings, moving beyond traditional product displays to create more memorable connections between consumers and brands. By combining consumer insights with sensory technology, Eternal hopes to encourage retailers to rethink how people discover and experience fragrance.

“Experience has always been central to fragrance discovery. Technology and multisensory formats allow us to make it more engaging and personal,” Lau added.

From research to conversation

Extending the discussion beyond the exhibition floor, Eternal hosted a CosmoTalks panel at Cosmoprof Asia titled “Scent, Self-Care and Emotional Wellness”.

Building on the White Paper’s findings, the session brought together perspectives from the fragrance, cultural and mental health communities to examine the role scent can play in everyday life and practical approaches to self-care.

The panellists included Ms Laurinda Ho, Founder of Smile With Us HK; Mr William Lam, Clinical Advisor to the Mind HK Tai Po Mental Health Support Programme; and Mr Chris Chu, CRM & Partnership Manager at Eternal Group. The discussion was moderated by Mr Matt Chung, Curator and Cultural Commentator.

Alongside exploring fragrance’s place in daily routines, the panel offered insights for local retailers and fragrance brand owners on incorporating scent and technology into retail spaces to enhance customer experiences. 

Behind these consumer-facing initiatives is Eternal’s broader effort to develop its fragrance business and strengthen partnerships with brands. As at 30 September 2026, the Group’s portfolio comprised 82 external brands, including names such as Hermès, Van Cleef & Arpels, Chopard, Albion and Laura Mercier. Its products span fragrance, cosmetics, skincare, personal care, eyewear and home fragrance, supported by more than 7,600 points of sale across 400 cities in China, including Hong Kong and Macao.

The scent of happiness

Eternal’s focus on well-being also extends beyond its commercial activities. Through its “Scent of Happiness” campaign, the Group has developed community initiatives with organisations including Smile With Us HK and Mind HK.

These have included three events co-organised with Smile With Us HK for children, families and older adults, sponsorship of 80 iACT mental health support sessions through Mind HK, and three relaxation and sensory sessions featuring neuroVIZR technology.

Lau believes that industry leadership should involve more than commercial success. 

“My vision is for Eternal to help build a stronger, more connected fragrance industry while extending care to the wider community. Creating growth opportunities for our partners and supporting community well-being are two distinct but equally important commitments,” she said.