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 Blog Posts

Tagged: Beauty


VSCO Girls: How A Consumer Group Born on Social Media Has Cross-Industry Implications
VSCO Girls: How A Consumer Group Born on Social Media Has Cross-Industry Implications

The VSCO girl subculture took hold this summer and has created opportunities for products and brands in a variety of industries including apparel, beauty, fashion accessories, footwear, sporting goods and technology. We asked our industry analysts to weigh in regarding the implications and opportunities for their industries.

The Price of Perception
The Price of Perception

As we enter the holiday season, beauty products will likely be a gift of choice for many people. While hot deals have become a holiday shopping staple, prestige brands and retailers must strike a balance between offering value and staying true to their heritage.

The New Clean-ical
The New Clean-ical

As consumers voice concerns over ingredient safety, clinical brands that are making public statements on clean ingredients are growing by a combined +100 percent. Such brands are creating products that forgo harmful synthetics, while maintaining their clinical ethos.

The Beauty of Sustainability
The Beauty of Sustainability

Beauty brands are incorporating sustainability through ingredient sourcing and reusable packaging, and through their business practices. Brands that use their voice to bring consumer attention to industry issues like sustainability are experiencing double digit growth in a softening market.

Newsletter

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

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.