Home Blog 2020 The Most Magical Time of Year for Fragrance
Nov 10, 2020

The Most Magical Time of Year for Fragrance

Subscribe to our blog

Like most of us, I’m in the midst of searching for the perfect holiday gifts for my loved ones. At some point in the season, I will ultimately find myself shopping the fragrance department and finding a gift that is not only personal and heartfelt, but also uplifting, luxurious, and memorable. I’m not alone with my perspective; according to NPD’s 2020 Fragrance Consumer Report, one-quarter of consumers who purchased fragrance within the last year did so during the holiday season, driven by the fact that fragrance makes such a great gift.* It’s no wonder that over 35% of fragrance sales for the whole year happen during the holidays.**

The holiday season brings with it a new, festive assortment of fragrance gift sets. Most sets come with a perfume or cologne bundled with some variety of ancillary products such as lotion, aftershave, or a combination of them all – most often at a value. This year, fragrance sets are certain to bring cheer, as fragrance sales typically shift in favor of sets in November and December.

Throughout 2020, sales of higher fragrance concentrations such as eau de parfums and parfums have been a bright spot in the category, and the trend shows no signs of slowing down during the holiday season. These concentrations, which contain more perfume oils and less alcohol, offer a scent that is longer lasting and less likely to wear off throughout the day.

Scented home products have been flying off shelves throughout the year, driven by consumers’ prioritization of self-care and wellness, and more time being spent at home. Searching for comfort and retreat, many consumers have turned to products such as scented candles. In fact, 51% of fragrance users have used scented candles in their home within the last 12 months. *

Fragrance has a unique ability to evoke memories that transport us to a specific time or place, no matter how distant. I will always remember opening a floral woody musk perfume from my grandmother on Christmas Day. It was over 20 years ago, but I will forever associate this scent with her and the memories of the holiday spent with family. I’m a believer that the best part of the holidays is giving to others and creating memories. Whether in the form of a fragrance set, perfume/cologne, or a home scent, I personally look forward to giving these perfect presents and creating memories for the special people on my list.

 

*Source: The NPD Group/ Fragrance Consumer Study 2020 (Among Fragrance Users Age 13+)
**Source: The NPD Group/ U.S. Prestige Beauty Total Measured Market, November-December 2019



Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Beauty


Hope Springs Eternal in Prestige Beauty
Hope Springs Eternal in Prestige Beauty

A year after lockdowns began, U.S. consumers are hopeful about the promise of a return to normalcy, and the beauty industry is seeing some positive shifts.

The Rebirth of Beauty Bricks and Mortar in the UK
The Rebirth of Beauty Bricks and Mortar in the UK

Demand for beauty services and products heat up as hospitality and social events come out of lockdown in the UK.

Canadian Prestige Beauty Industry Beginning to Show Growth After Deep Declines in 2020
Canadian Prestige Beauty Industry Beginning to Show Growth After Deep Declines in 2020

According to The NPD Group the Canadian prestige beauty industry generated a -17% decline in 2020

UK consumers embrace the trend for ‘Skinimalism’
UK consumers embrace the trend for ‘Skinimalism’

Prestige skincare sales in the UK decline 23% in 2020 as consumers go back to basics with skincare

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