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Kissura Craft

Director, Industry Analyst - Beauty

Kissura Craft, Director and Fragrance Analyst at The NPD Group, oversees insights for the prestige fragrance category. In the insights and analysis she provides to fragrance manufacturers, she leverages her love for scent, which allows her to identify key, overall trends and consumer behavior. Six years prior to that, Kissura was the Category Analyst for NPD’s prestige makeup category, a position to which she brought a great deal of passion and excitement as a self-proclaimed makeup junkie.

Since joining NPD in 2006, Kissura’s beauty industry focus has included the management of NPD’s FragranceTrack, a consumer attitudes and usage fragrance survey with a blind scent component. She has married her beauty industry knowledge with consumer insights and point-of-sale information to help clients identify opportunities, strengthen brand positioning, and understand the strategies of competing brands. 

Kissura earned her B.A. in Economics from Columbia University in the City of New York. 

Recent Posts

Jul 27, 2017

Are Beard Oils the New Aftershave?

As a kid, I used to watch my dad shave his face. I especially loved it when he would clap his face with aftershave, look into the mirror and say, “Damn, I’m handsome,” signaling the completion of ...

Apr 24, 2017

Macy’s Shows Consumers How to Match Their Mood with Fragrance

If you weren’t able to visit the annual Macy’s Flower Show in Herald Square earlier this month, you missed a real treat. If you experienced it then you know what I’m talking about. The carnival fl...

Jan 17, 2017

Commitment Issues

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 signat...

Sep 20, 2016

Ready for Prime Time

Primers have become very popular items in the makeup category. Consumer usage of primers has increased by 10 percentage points to 39 percent*, and retail sales within prestige grew 20 percent last...

Apr 29, 2016

Home Sweet (Smelling) Home

I have recently developed a new love. I have fallen in love with candles and reed diffusers. I used to have this irrational fear of candles being dangerous and thought that reed diffusers were too fus...

Jan 20, 2016

Kitchen Chemist

I am very finicky about what is in my skincare products. I like all natural, organic ingredients and the only way I can control what goes into my skincare is by making the products myself. So, every f...


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