Gen Z's Scent-sational Impact: Fragrance Boom and Social Media Influence
The fragrance industry in the United States has witnessed a modest increase in usage this year compared to 2022, with one age group leading the charge: Gen Z consumers.
Recent data from Circana's Fragrance Consumer Report 2023 reveals that Gen Z's usage of fragrances has grown significantly, rising by five percentage points to reach an impressive 83%. When compared to the overall population of fragrance users, Gen Z stands out in several key areas. This generation, aged 13 to 26, tops the charts when it comes to heavy usage, defined as wearing fragrance at least three times a week, surpassing even Millennials in their enthusiasm. Moreover, Gen Z is the generation most likely to make multiple fragrance purchases for themselves throughout the year.
The "Gen Z Effect" is also reshaping the landscape of fragrance marketing, particularly in the realm of social media. TikTok has ascended to the second position among platforms influencing fragrance purchase decisions, thanks to Gen Z's growing interest and a rising curiosity among Millennials. Notably, there has been a significant uptick in the number of men attributing their fragrance purchases to TikTok in comparison to the previous year.
Larissa Jensen, a beauty industry advisor at Circana, emphasizes the importance of winning over Gen Z and Millennials for fragrance brands and manufacturers. These generations are pivotal due to their robust engagement with and interest in the fragrance category.
Fragrance continues to be cherished for its ability to elevate mood, with 80% of fragrance users reporting that it enhances their emotional state. Across different age groups, the desire for self-indulgence remains a primary motivator for fragrance purchases. These positive sentiments are reflected in retail sales data, with fragrance sales revenue within the prestige beauty market experiencing a notable 13% growth from January through August 2023 compared to the previous year. This growth is accompanied by an increase in both average prices and the number of units sold, according to point-of-sale data from Circana retailers.
Larissa Jensen highlights that the fragrance market has thrived since the peak of the pandemic due to its deeply personal and emotional nature. As we approach the holiday season, fragrance is poised for success as one of the top product categories for holiday gifting.
Discovering what drives your target audience and understanding their needs has never been more accessible. Finely crafted surveys will empower your business with data-driven intelligence, assisting you in making well-informed and impactful decisions.