As we’ve grown more and more used to being less in contact with people our normal idea of beauty has altered. Wearing our favorite red lipstick has become a thing of the past has a mask hides our mouth or doing a full face of makeup only to work from home isn’t really in the cards for a lot of us.
But no one, no one saw the boom in fragrance that came last year. The NPD Group, an American market research company, noticed that the fragrance category had an 82% growth spurt the past year.
Fragrance doesn’t exactly fall into the self-care revolution we saw during COVID but it was an escape for some consumers and it drove sales way up as shoppers purchased larger bottles of new and fond favorites. Sales reached an incredibly high which many brands took full advantage of by relaunching scents with newer formulations and campaigns for popular fragrances like Miss Dior who’s legendary formula changed still strikes conversation in lovers of the original juice. The method behind the madness is that consumers just wanted to “treat” themselves which encouraged such dramatic growth in this category.
As a lover of fragrance who’s very passionate about the topic, I thought this was an interesting marketing study. I personally blame Tiktok as well with many creators pimping our higher-end, luxury houses like Maison Francis Kurkdjian, Kilian, Tom Ford, and more.
The real question that begs to be answered would be, “Is the growth sustainab...