Jan 17, 2017
My grandaunt always said, “A lady needs to have a signature perfume.” So, for years I have been on the hunt for a fragrance that I could call my own. I always dreamed that in the wake of my signature scent, people would say, “Kissy was here” when they walked into any room I once occupied. But the problem is that I have found too many fragrances that I’m in love with and can’t choose just one to wear for the rest of my life. Realizing I have fragrance commitment issues, I have given up trying to find “the one” and have amassed a wardrobe of scents. Still, I’ve felt guilty for not being ‘loyal’ to just one fragrance.
Data from NPD’s fragrance consumer survey Scentiments, however, tells me I shouldn’t feel this way. Through the survey, we see that consumers who have a signature fragrance are in the minority, accounting for only 10 percent of the fragrance-wearing population. They are more likely to be 45-years old and older, men, and White. I’m actually part of the majority, where close to 90 percent uses more than one fragrance. Forty-three percent are very engaged like me and have a wardrobe of fragrances, as we like to try new and different scents. These wearers are more likely to be under 45 years old, women, and Black or Hispanic. The other 46 percent tend to be White, and are somewhat engaged with a narrow selection of fragrances, as they stick to just a few favorites.
If fragrance marketers communicated the mood or feeling of a fragrance, doing so would speak to the nearly 70 percent of wearers who like to let their moods dictate which fragrance to wear. The idea of a signature fragrance has been eschewed for a more liberal view; if consumers want to wear a different scent each day, they can. I’m glad to know that there are others like me who believe that having several favorite fragrances is acceptable. The more the merrier, I say. Fragrance is supposed to be fun.
Source: The NPD Group, Inc. / Scentiments: Scented Mind 2016