Autumn weather is quickly approaching, and new routines are already underway. Kids are back in classrooms, spurring feelings of excitement about fresh beginnings and new possibilities. With the shadow of uneasiness and uncertainty that the evolving pandemic has cast, there is something about the past year that makes us want to find ways to boost our moods and create our own happiness. This is perhaps one of the strongest reasons people are turning to fragrance more than ever, and why the market is booming.
Consumers are investing in their emotions through fragrance as a form of self-care. According to the newly released NPD Fragrance Consumer Study, most U.S. consumers who wore fragrance less often in 2020 have returned to their normal usage. Nearly one-third of consumers are buying fragrances for themselves more often these days, and three out of four consumers feel that fragrance helps lift and enhance their moods or bring back memories of happy times, places, and experiences. This sentiment is stronger among Millennials, who are growing even more engaged with the category and are willing to pay more for scents they really like.
As fragrance continues to fulfill the consumer’s desire for a much-needed emotional lift, its growing appeal is expected to remain – particularly for consumers, like me, who use the power of scent to enhance their moods and recall happy memories. For fragrance brands and retailers, this optimistic news provides a greater motivation to engage with consumers on a much deeper level and leave their mark on consumers’ everyday lives.