Home Blog 2018 Are Men the New Fragrance Aficionados?
Jun 11, 2018

Are Men the New Scent Aficionados?

Subscribe to our blog

My father and I have a very special relationship. As the daughter of an accomplished artist, I understood from an early age that passion, inspiration, and recognition are what matter most to him. He pushed me to find my inspiration, but I struggled to discover it.

For my 14th birthday, my father brought me to the Fragonard perfume museum in Paris. Although he did not particularly care for fragrances, he was adamant about finding ways to stimulate my creativity. As we walked through the rooms and discovered the process of perfume making, an overwhelming flow of energy and a feeling of joy overtook me. This struck me clearly as the universe I wanted to belong to.

From then onwards, not only had perfume bewitched me, but my relationship with my father began to blossom. For the first time, I was truly passionate about something and my father was thrilled.

Fifteen years have passed as I look back on this life-changing moment. I have spent the last seven years exploring and developing my fragrance expertise alongside perfumers, brands, and retailers, and I am still utterly excited about perfume. I am also proud to have witnessed and influenced my father’s own fragrance exploration. As a result of my persistence and his growing curiosity, he has evolved from wearing the same scent for 20 years, to becoming an avid fragrance collector!

I am thrilled to see many other men following suit, and increasingly investing in the category. According to NPD’s 2017 data, men’s prestige fragrance launches grew 21 percent in total U.S. sales for the year. Moreover, NPD’s recent Scented Mind survey confirmed this growing engagement, with 89 percent of U.S. men reporting that they use scent and 46 percent ‘loving to try new or different scents.’

With an average of 3.6 bottles per head, who would have thought men were the new scent aficionados?

As Father’s Day approaches, the opportunity is ripe for brands and retailers to entice the purchase of men’s fragrances.



Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Beauty


Consumer Perspectives on Makeup
Consumer Perspectives on Makeup

Given the realities of working from home, physical distancing, and mask wearing, the importance of wearing makeup has lessened among women in the U.S. At the same time, consumer shopping behavior and attitudes toward purchasing makeup have shifted.

Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD
Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD

The importance of enhancing life at home during the pandemic remains, but retail trends show an increased interest in categories like apparel and beauty. Social Image Requests (optional): consumer, wearing mask, in a store, shopping for apparel

Consumer Sentiment in Germany — COVID-19’s Impact on Food, Sports, Beauty, and Toys
Consumer Sentiment in Germany — COVID-19’s Impact on Food, Sports, Beauty, and Toys

Shopping behaviour in Germany has changed as a result of the COVID-19 crisis. Consumers tell us enhanced sanitation and enforcement of social distancing measures will make them more comfortable during their shopping experiences.

Spain: Consumer Priorities as Recovery Progresses
Spain: Consumer Priorities as Recovery Progresses

As consumers in Spain emerge from the stay-at-home period, they say retailers with strong health precautions in place will win their business. Digital will gain importance, and consumers won't be willing to spend too much time in stores.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.