Sid Cratzbarg Dishes on Fragrance Trends
By Rose Simpson
Photos by Richard Tardif
It is Saturday morning and there is already a lineup to the Versace counter at Sephora, where shoppers hope to sample the designer’s latest offerings and snag some great swag, including a complimentary emblazoned bag and testers of other luxury fragrances.
These discerning shoppers have been summoned via social media and television spots to get the skinny on the newest fragrances and promotions, including Versace Eros and Dylan Purple, the latest offerings from one of Paris’ most delectable fragrance lines. They have also come to get some expert advice on choosing the right scents to enhance their personalities and fashion sensibilities.
The man behind the counter, Sid Cratzbarg, ignores the crowd. He is laser-focused on each person as he listens intently to their questions about his favourite subject: luxury fragrances with iconic names like Coach, Jimmy Choo and MCM. He sprays a test strip, gauges a reaction, then selects a winner that he tests on the individual.
“I never let a person leave without trying a fragrance on,” says the self-styled Aristocrat of Scent, who has been serving as a brand ambassador for some of the world’s most iconic fragrances for more than 17 years. The former teacher and motivational speaker has turned his love of fashion into an art form, appearing regularly on television and playing host to fashion pop ups at galas, women’s events and trade shows.
Later, in an interview, he agrees to open his vault of knowledge and share some of the news and tips for fashionistas hoping to stay on trend in the dizzying world of luxury fragrance.
The biggest trend for 2026? Generation Z (kids born between 1997-2012) are flooding into fragrance boutiques to snap up high-end offerings from Dior, Jimmy Choo and Mont Blanc that are being recommended by influencers on Perfume TikTok and Instagram.
“They are coming in with their parents and grandparents,” says Sid. “They are building fragrance wardrobes and they’re rotating scents depending on how they feel.”
Their preferred scents are gender fluid, challenging the traditional gender boundaries, and they reject the whole notion of having a “signature scent.”
“Gen Z are all about creating moods,” he says. “If they want to feel happy, or joy, they reach for a fragrance and spray it on. Or they use fragrance for its calming effect.”
Sid says fragrance designers are responding to the challenge of the changing market by creating masterful packaging that is eye candy to the younger audience. MCM, for example has created an “animal collection” in both mini and full sizes with names like Jolly Rabbit, Charming Pup and Zen Elephant to appeal to a buyer’s inner spirit.
Across all markets, there has also been a growing popularity of gourmand fragrances, which are characterized by their sweet and edible scents that evoke the sensations of delicious foods and desserts. The aim is to create an olfactory experience that captures the essence of decadent foods.
“The newest trend is neo gourmand refined sweetness—for both men and women—that takes on gourmand notes that are less sweet, vanilla, caramel, and mixes them with spices, florals and woods,” Sid explains.
Tips to Make You Scent-sational
- Create a scent wardrobe that changes with the seasons.
- Choose lighter fragrances (floral) for hot weather and heavier notes (amber, wood) for the cooler months.
- Spritz or dab before you dress and keep fragrance off your clothes.
- Apply scent to your chest or pulse point but avoid rubbing your wrists together.
- Try dabbing fragrance on the top of your ears. It will last longer!
- Never “walk” into your fragrance. It’s a waste of valuable scent.
