Fragrance Takes Top Spot as Fastest Growing Beauty Sector
Over the past several months, we’ve experienced a fragrance renaissance. Brands are reformulating or reviving their fragrance collections and focusing on new, versatile scents to cater to our fragrance wardrobes rather than releasing a signature scent. As we head into the holidays, the push for fragrance amongst consumers is only increasing. According to Circana’s study, the fourth quarter represents over 40 percent of annual sales within each fragrance channel, fagged by Beauty Packaging.
Gift-Giving Insights
Circana’s data also found that this year, 18 percent of shoppers are planning to gift perfume or cologne to their loved ones this holiday season, largely among Gen Z and Gen Alpha audiences. The prevalence of what has become known as “PerfumeTok”—a subset of the larger beauty side of TikTok—is largely to thank for the popularity of fragrances for gifts amongst these younger generations, the study confirms.
PerfumeTok: The Rise of Fragrance on TikTok
Just one quick visit into the videos under PerfumeTok shows that the interest in fragrance is not only steadily rising, but surprisingly versatile, with fragrances of all price points going viral. On the more affordable end, brands like Dossier, Sol de Janeiro and Oakcha continue to be fan favorites across the app, while more luxury brands like Burberry, Tom Ford, YSL, Diptyque and Maison Francis Kurkdijan remain equally as influential.
Conclusion
In conclusion, it’s clear that fragrance is the top choice for holiday gifts, with 18 percent of shoppers planning to give perfume or cologne to their loved ones. The rise of PerfumeTok has played a significant role in this trend, with younger generations driving the interest in fragrances. As we head into the holiday season, it’s clear that fragrance is a must-have gift for any beauty lover.
FAQs
Q: What percentage of annual sales is the fourth quarter for each fragrance channel?
A: According to Circana’s study, the fourth quarter represents over 40 percent of annual sales within each fragrance channel, fagged by Beauty Packaging.
Q: Which age groups are most likely to give fragrance as a gift this holiday season?
A: According to Circana’s data, Gen Z and Gen Alpha audiences are most likely to give perfume or cologne as a gift this holiday season, with 18 percent of shoppers planning to do so.
Q: What is PerfumeTok, and how is it influencing the popularity of fragrances for gifts?
A: PerfumeTok is a subset of the larger beauty side of TikTok, where users share their favorite fragrances and scent reviews. The rise of PerfumeTok has played a significant role in the popularity of fragrances for gifts, with younger generations driving the interest in fragrances.
Q: What are some popular fragrance brands for all price points?
A: According to PerfumeTok, popular fragrance brands for all price points include Dossier, Sol de Janeiro, Oakcha, Burberry, Tom Ford, YSL, Diptyque, and Maison Francis Kurkdijan.