I did hear this question a lot lately, but WHY?
Two points before explaining my question:
1. a fragrance longevity of 30+ min should be of concern to perfumers, not to skincare formulators;
2. if you develop a skin product with your client in mind, you’d take in consideration that the said client could be using more than one fragranced product;
Now, picture this: someone wears a fragrance coming from your skin lotion, plus the fragrance coming from a deodorant, plus a perfume or/and an after-shave, plus some fragranced hair product. This would be a “cocktail” of different fragrances with different chemical components, and if every product (except perfume) was made with the 30+ minutes in mind, who’s to get the headache, and/or nausea (or worse)? The wearer and/or the people around her/him.
The fragrance of a lotion is there just to make the experience of applying it more pleasant, not to last all day.
If it lasts 30 min+, it should be called “body-perfume”: this way people would be aware that they might not need/want an additional fragranced product if they use the lotion.