Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on fragrances
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on fragrance trends in beauty, July 2020
- Opportunities and challenges
- A recessionary environment will impact the fine fragrance market
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- Figure 2: Select product usage, by household income, August 2020
- A push for sustainability will impact the future of fragrance
- Bring fragrance descriptions to life
- Lifestyle changes demand new fragrance usage occasions
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- Figure 3: Behaviors toward fragrances, August 2020
- Embrace shifting gender roles
The Market – Key Takeaways
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- Impact of COVID-19 on fragrance and scented personal care
- A recessionary environment will impact the fine fragrance market
- White space for fragrance brands on TikTok
- Luxury takes cues from streetwear with limited edition “drops”
Market Trends
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- Fragrance market expected to take a hit
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- Figure 4: Female fragrance spend, Simmons Spring NHCS Adult Study 12-month, Spring 2015-20
- Impact of COVID-19 on fragrance and scented personal care
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- Figure 5: Short-, medium- and long-term impact of COVID-19 on fragrance trends in beauty, July 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Market Factors
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- A recessionary environment will impact the fine fragrance market
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- Figure 6: Select product usage, by household income, August 2020
- Diversifying population bodes well for the market
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- Figure 7: Repertoire analysis of product usage, by race and Hispanic Origin, August 2020
- Deliver scent through tech
- Fragrance houses help with COVID-19
Market Opportunities
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- Fragrance sampling needs an update
- White space for fragrance brands on TikTok
- TikTok Fragrance influencers
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- Figure 8: Fragrance education on TikTok – How to apply fragrance
- Figure 9: Trends on TikTok – Perfumes as Hogwarts houses
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- Figure 10: Identity on TikTok – Perfumes for Gen Z subcultures
- Embrace masstige fragrances: exclusive fragrances, at an inclusive price
- Create an at-home experience with fragrance
- Adventure: a desire to try new experiences, having a sense of adventure
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- Figure 11: Caswell-Massey Living Floral Collection: Yellowstone Forever
- Playfulness: seek fun in all aspects of life
- Pleasure: find more joy in experiences than material possessions
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- Figure 12: Perfumer H – Pantry collection
- Nostalgia: enjoy things that remind of the past
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- Figure 13: Instagram Post – Replica Memory Box
Competitive Strategies
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- Fragrance brands develop products reflective of lifestyle shifts
- Luxury takes cues from streetwear with limited edition “drops”
- Quell safety concerns with expert approval and transparency
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- Figure 14: Lab Muffin Beauty Science
- A push for sustainability will impact the future of fragrance
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- Figure 15: Water-based fragrance
The Consumer – Key Takeaways
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- Young adults lack engagement
- Price and concentration are barriers to fine fragrance
- COVID-19 has shifted shopping destinations
- Lifestyle changes demand new fragrance usage occasions
- Young men and women are redefining gender stereotypes
- Black adults express themselves through scent
- Consumers seek safe fragrances with added benefits
Product Usage
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- Scented personal care products take share from fine fragrance
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- Figure 16: Youtube – Byredo x Ouai
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- Figure 17: Product usage, August 2020
- Women use a variety of fragranced products
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- Figure 18: Select product usage, by gender, August 2020
- Price barriers and shifting landscape impact product usage
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- Figure 19: product usage, by age, August 2020
- Affordable, functional fragrances resonate with key groups
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- Figure 20: product usage, by race and Hispanic origin, August 2020
Reasons for Avoiding Fragrances
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- Fragrance isn’t for everyone
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- Figure 21: Reasons for avoiding fragrance and scented personal care, August 2020
- Price and concentration are barriers to fine fragrance
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- Figure 22: Reasons for avoiding fine fragrance, August 2020
Retailers Shopped
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- COVID-19 has shifted shopping destinations
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- Figure 23: Retailers shopped, October 2019 vs August 2020
Behaviors toward Fragrances
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- Lifestyle changes demand new fragrance usage occasions
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- Figure 24: Behaviors toward fragrances, August 2020
- Influencer collaborations will resonate with men
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- Figure 25: Davids perfume – by David Dobrik
- Figure 26: Behaviors toward fragrances – “I do this,” by gender, August 2020
- Brand founder stories will resonate with Black consumers
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- Figure 27: Forvr mood Instagram post
- Figure 28: Behaviors toward fragrances – “I do this,” by race and Hispanic origin, August 2020
- Embrace in-home luxury
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- Figure 29: Instagram – New (WFH) Normal sweepstakes
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- Figure 30: Behaviors toward fragrances – CHAID – Tree output, August 2020
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- Figure 31: Behaviors toward fragrances – CHAID – Table output, August 2020
- Methodology
Emotive Benefits of Fragrance
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- Use functional ingredients to support wellbeing
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- Figure 32: Emotive benefits of fragrance, August 2020
- Young men and women are redefining gender stereotypes
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- Figure 33: Emotive benefits of fragrance, by gender, August 2020
- Young adults seek psychological benefits from fragrance
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- Figure 34: Emotive benefits of fragrance, by age, August 2020
Attitudes toward Scented Products and Fine Fragrance
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- Personify fragrance descriptions
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- Figure 35: TikTok – “what your fragrance says about you”
- Figure 36: Attitudes toward scented products and fine fragrances, August 2020
- Young adults reject gender norms
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- Figure 37: Opposite gender scents, by age, August 2020
- Black adults express themselves through scent
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- Figure 38: Select attitudes toward fragrance, by race and Hispanic origin, August 2020
Usage and Interest in Fragrance Innovations
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- Consumers seek fragrances that do more while using less
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- Figure 39: Usage and interest in fragrance innovations, August 2020
- Use technology to help men find the right fragrance
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- Figure 40: interest in fragrance innovations – NET any interest, by gender, August 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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