How Starbucks is influencing fragrance, makeup and skincare.
If you want to see the future of beauty and fragrance, step into a Starbucks café anywhere in the world. From the choice of beverage flavours, cake pop themes, coffee shots, packaging and even lighting, no other retailer or company has a bigger influence on fragrance, makeup and skincare products today. How did a Seattle-based coffee company come to have such influence in the $40 billion-a-year beauty industry? The journey will surprise you.
Flash back two decades when trend forecasting companies were all the rage. These multi-continent intelligence-collecting agencies scoured the planet for the next big consumer trends. Researchers lined up to be the first into national car shows where auto brands unveiled the next big paint colours for SUVs and compact cars. The auto industry spends hundreds of millions of dollars developing paint shades and makeup labels in particular choose lip and eyeshadow hues based on this research. Forecast consultants studied the menus of Michelin star restaurants for new flavour pairings. And others looked for the next exotic travel destinations.
But the majority of trend forecasters ordered a Caramel Macchiato, pulled up a chair and settled in at their local Starbucks to observe what consumers were buying, saying and drinking. Why? Because no other retailer attracts Gen Z and Millennials like Starbucks. This is the target audience most coveted by beauty and fragrance companies. And they will do anything to attract their attention. Gen Z’s flock to Starbucks before, after and sometimes even during class for Mango Dragonfruit Refreshers, Sugar Cookie Almondmilk Frappuccinos, and Matcha Tea Lattes. Thousands collect the seasonal cold cups, tumblers and water bottles.
So trend forecasters started compiling detailed dossiers on Starbucks’ menu, packaging and customer experience. This info was quickly absorbed by beauty marketing teams who passed it along to research and development groups who set to work. The first result? Coffee floral fragrances. In 2014, YSL unveiled the first modern coffee floral fragrance named ‘Black Opium’, a rich amber-vanilla scent for her built around a roasted coffee note. Perfumers Nathalie Lorson, Marie Salamagne, Olivier Cresp and Honorine Blanc layered notes of vanilla, pear, orange blossom, jasmine, almond, patchouli, cashmere wood and cedar to beautiful effect. Even the sequin-decorated bottle looked a little like a Starbucks thermos. Response was instantaneous. The fragrance sold out worldwide and remains a global bestseller to this day with seasonal limited editions that play up different coffee note pairings.
In 2016, fashion designer Carolina Herrera followed suit with a coffee-themed floral scent of her own, Good Girl. This alluring eau de parfum took the Starbucks influence to the next level. It too began with a coffee note, but then perfumers Louise Turner and Quentin Bisch added cacao, praline, almond, cinnamon and vanilla. Tuberose, jasmine sambac, orange blossom, orris (iris) and Bulgarian rose added a floral kick. It too shot to the bestseller list in part to the stiletto bottle design. Like the Starbucks collector cold cups, Herrera offered seasonal twists on the original scent.
Makeup and skincare companies incorporated Starbucks themes into their new launches with coffee ingredients in body care and eye cream formulas. Eye palettes in rich coffee hues appeared. And you may have noticed that beauty counters in department stores started to resemble Starbucks cafes. The influence was widespread and global.
Spring 2023 Starbucks Menu
So how is Starbucks influencing beauty and fragrance in 2023? One glance at the spring menu and you’ll see some trends emerging.
New Iced Strawberry Oat Matcha Tea Latte
This Canadian-exclusive creation blends matcha green tea, refreshing strawberry and creamy oat milk. Matcha offers a complex flavour profile with mellow vegetal, grassy notes and an inherent nuttiness that is slightly bitter. Strawberry is bright and sharp. And oat milk has a rich flavour.
“We were inspired to bring together the grounded earthiness of matcha, that first bite into a ripe, juicy strawberry with subtle notes of cucumber and a hint of lemon for a refreshing and balancing beverage experience when sipping on the new Iced Strawberry Oat Matcha Tea Latte,” explains Matthew Thornton, Starbucks beverage developer.
Strawberry notes are already starting to trend in fragrances. Perfumer Marie Salamagne used a sweet wild strawberry note in Kate Spade Eau de Parfum. Burberry Her, Yves Saint Lauren Mon Paris, Marc Jacobs Daisy Eau So Intense and Jo Malone’s Redcurrant & Cream feature strawberry top notes.
Green tea is also having a moment. Armani Privé Thé Yulong, Bvlgari Eau Parfumée Au Thé Vert, Viktor & Rolf Flowerbomb and Creed Royal Ceylan showcase green tea notes.
New Cinnamon Caramel Cream Cold Brew
The new Cinnamon Caramel Cream Cold Brew is sweetened with vanilla syrup and topped with cinnamon caramel foam and a dusting of cinnamon dolce topping. Building on the love of Starbucks Cold Brew, which is handcrafted in small batches daily, slow-steeped in cool water for 20 hours, without touching heat, the new beverage delivers a gorgeous cascade of cold foam that is velvety smooth.
“Taking inspiration from salted caramels and gooey sticky buns, the new Cinnamon Caramel Cream Cold Brew is a lovely balance of decadent baking flavours with a delicate and creamy cold foam topping that seamlessly blends into the coffee with each sip,” says Erin Marinan, Starbucks beverage developer.
How is this beverage going to influence the fragrance industry? A couple of ways. To start, the chilled coffee beverage is made without hot water. It’s slow-steeped in cold water which will undoubtedly inspire perfumers to experiment with new ways of extracting the aroma from coffee beans. And pairing a cold foam with a hint of sweetness with a coffee note will likely inspire similar pairings in scent. The best perfumes feature some tension between ingredients: sweet with bitter, rich with lightness, green freshness with floral bouquets. Starbucks choice of contrasting ingredients will inspire coming designer scents.
And watch for emerald green with an accent of fuchsia to pop up in makeup palettes and on beauty packaging. It’s joyful and eye-catching.
60 Comments
Christine Hindle
May 31, 2023 at 9:56 pmInteresting read.
Nikola V.
May 4, 2023 at 3:55 pmThis article makes me dream of summer.
Sheerie Franks
May 3, 2023 at 6:29 pmSo interesting to see how Starbucks and the beauty industry are now intertwined. It was only today I was watching a tv clip on how coffee & caffeine is making its way in skincare! ☕️
@SheerieF
Coline T.
May 2, 2023 at 3:20 pmIt’s interesting to see how Starbucks, a company primarily known for coffee, has influenced the beauty industry with their menu and customer experience.
Carol I J Thomas
May 20, 2023 at 5:04 pmWow! I would never have thought of the influence coffee could have on brands. It makes sense though. I would happily be made over, try new treatments and browse with a Starbucks in my hand. A cake with it would be good to – healthy ofcourse 😉
Donna Maslen
May 2, 2023 at 8:27 amVery interesting!
@iCruiseify
Chris Hindle
April 30, 2023 at 10:15 pmInteresting read.
Georgie Wright
April 30, 2023 at 7:15 pmThat’s a cool take, I hadn’t thought about it before.
Elizabeth Krill
April 29, 2023 at 2:30 pmStarbucks may be having some influence over makeup trends, but I remember when a cosmetic company like Elizabeth Arden already had a Green Tea fragrance before Starbucks ventured out to Macha tea. Either way, great to see a lot of varieties of beverages at Starbucks & more varieties of cosmetics out there.
Linda Bragg
April 29, 2023 at 9:57 amSo very interesting!! I did not know that Starbucks was so involved with the fragrance making from all the coffee’s and beans etc. Amazing how this is incorporated. I’m impressed! I must observe more next time I go into Starbucks to look around at the products… The Spring 2023 Colour Spray Glass Water Bottle is so pretty too! @ldystetson101
Maria V.
April 29, 2023 at 6:20 amStarbucks iced strawberry oat matcha tea latte looks sooo delicious.
Sarah Schwartz
April 28, 2023 at 9:02 pmInteresting stuff. I get it. The lure of Starbucks & beauty products is strong! @SarahPatricia77
Kirsten
April 26, 2023 at 2:01 amFascinating! I received Black Opium for Valentine’s Day and love it. I am a Starbucks fan, too!
Paula S.
April 25, 2023 at 10:27 pmThis is all so interesting! I never knew about any of this until reading about it here! Who would have thought one of my favorite beverages has an influence in my beauty products! I wouldn’t have guessed this in a million years!
Olivia C.
May 7, 2023 at 11:40 amThis was a great read and gives an interesting insight into how food and drink and beauty can influence each other.
M. S. Thompson
April 21, 2023 at 10:21 pmSo interesting to learn that Starbucks’ customer base of Gen Z and Millenials are also the target audience for beauty and fragrance companies, which is why trend forecasters started observing Starbucks’ customers to learn their preferences.
Rajee Pandi
April 17, 2023 at 4:36 pmVery interesting to know more new products. I need to try Carolina Herrera Good Girl
Victoria Roga
April 13, 2023 at 11:07 pmLol I’ve never imagine a coffee shop would get to be the inspiration behind new fragrances, this is actually interesting
HEATHER CAIN
April 11, 2023 at 1:49 pmit is amazing that an every day ingredient such as coffee is used in fragrance but I absolutely love Black Opium and wonder if its because it has such wonderful ingredients in!
Judith Greenberg
April 10, 2023 at 2:31 pmThat was an interesting article. Thanks for sharing that info. As a long time Opium fan I know feel obsessed to want to try Black Opium.
Dana S
April 8, 2023 at 11:28 pmThat’s very interesting, I didn’t know about any of that. And it’s too bad Starbucks Iced Strawberry Oat Match Tea Latte is a Canadian exclusive because I really wanted to try that here in NY! lol It looks amazing!
Erin Donnelley
April 7, 2023 at 5:00 amVery interesting! I love a lot of the fragrances.
bn100
April 6, 2023 at 11:18 pmodd idea
AJ Lee
April 6, 2023 at 7:46 pmthat’s cool that even the coffee extraction process inspires perfumers. Very excited for more contrasting notes in upcoming fragrance launches!
Michelle Fine
April 6, 2023 at 3:45 pmThis is a great idea for Starbucks!
Belinda
April 6, 2023 at 3:15 pmLove Black Opium but never quite thought of it as a Starbucks moment, next visit will be a totally new experience, they spoil you with so many different flavours, here in Wales Starbucks has only a few options
Lesley T
April 5, 2023 at 5:17 pmThis is so interesting and something I had never thought of. I’m going to have to keep my eyes open and go to a Starbucks and order a Iced Strawberry Oat Matcha Tea Latte!