If you look at the last decade, the men's grooming industry has gone through a major shit–from multiple brands launching entering the market to a positive change in how men perceive grooming. As a result, brands are getting creative with their ideas to target male consumers–from launching different products for their daily routine to selling them the idea of self care, they have come a long way. Therefore, it wouldn't be wrong to say that these are exciting times for the grooming category, especially for homegrown brands and men's fragrances. Now imagine when the two come together, it makes for an exciting launch.
Forest Essentials has launched Musk, Lime & Patchouli Cologne for men who, according to the brand's Founder & Chairperson, Mira Kulkarni, are looking for something rooted in traditions but with a twist of contemporary luxury. The newest fragrance is an ultimate summer scent for a modern man who wants to be transported to a place of tranquillity. From its notes to the decision of launching the cologne, we spoke Mira Kulkarni to tell us more about the product and brand's vision for men's grooming.
Could you tell us about the timing of launching the men's cologne. The category existed with the brand for a while; however, it still is a launch happening after quite some time.
We observed a growing preference in the Indian premium men’s grooming market for products that reflect one’s personal style and authenticity. Consumers are seeking for rituals, ingredients they can trust, and brands with a deeper story. Ayurveda, with its emphasis on balance, natural ingredients, and time-tested efficacy, fits beautifully into this evolving narrative. This launch reflects our commitment to evolve along with our customers while also staying true to our roots.
When did the idea of launching a men's cologne begin to take shape?
The concept of a dedicated men's fragrance emerged as part of our ongoing efforts to expand and enhance our product offerings. Recognising the growing interest in Ayurvedic luxury among men, we began conceptualizing this cologne to provide a sophisticated scent experience intertwined in traditional wisdom.
As it's just one cologne, what was the thought behind going with fruity, sweet-smelling notes?
The Musk, Lime & Patchouli Cologne is designed to evoke the essence of timeless summers, blending sharp zest, earthy depth, and sensual warmth. This combination offers a unique olfactory experience that is both refreshing and enduring, appealing to those who appreciate subtle yet impactful fragrances. This cologne is a true celebration of sensual elegance with a clean modern interpretation, lingering on the skin to elevate everyday moments.
Where does the perfume transport the wearer?
The fragrance transports the wearer to serene summer evenings, where the air is filled with the refreshing zest of lime, the grounding essence of patchouli, and the warm notes of musk. It's a journey to a place of tranquillity and timeless elegance.
This Cologne is prepared with skin nourishing ingredients including vitamin E, vetiver oil, kasturi manjal, and betaine. These active botanicals hydrate, soothe, and invigorate the skin, making the cologne as revitalising as it is long-lasting.
What kind of people the fragrance is for?
The Musk, Lime & Patchouli Cologne is crafted for individuals who appreciate the fusion of traditional Ayurvedic elements with contemporary luxury. It's ideal for those seeking a fragrance that is both refreshing and enduring, suitable for both daily wear and special occasions.
How's the men's category performing for the brand?
Our Men’s category has shown strong and steady performance throughout. It is a true testament of how discerning male clientele values the authenticity and efficacy of Ayurvedic principles. This continuous trust coupled with the surge in Indian premium men’s grooming market, sets the stage for our new cologne. This launch meets a clear demand for a sophisticated, authentic, and naturally sourced fragrance, positioning us for significant growth in this evolving category.
Do you think you have to mindfully play with the packaging of the product to appeal the male consumers?
Absolutely, we believe that packaging is an extension of the experience. For this cologne, we kept in mind what would resonate with men today, something clean, sophisticated, and understated; true to our ethos of blending traditional aesthetics with modern appeal. It reflects the sensibilities of the contemporary man who values both refinement and authenticity while elevating the luxe appeal of the brand.
What do you have to say about homegrown fragrance brands that are launching in the country? Does it make the space interesting for brands?
The emergence of homegrown fragrance brands adds vibrancy and diversity to the market. It fosters healthy competition and encourages innovation, pushing established brands like Forest Essentials to continually evolve and offer unique, high-quality products that cater to the evolving tastes of Indian consumers.
What next?
We continue to expand our presence both in India and internationally, along with adding new products to our portfolio that cater to growing consumer preferences, while balancing tradition & modernity.
