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Perfume renaissance -

Luxury fragrance sales are booming, and Gen Z is responsible for this booming appetite. Between 2021 and 2023, the American prestige fragrance market grew nearly US$2 billion, which has fueled an influx of new brands and products.

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Gen Z -

It appears that Gen Z’s scent habits have evolved, with 83% of this generation using fragrances in 2023. This is a significant increase compared to older generations, and it mostly has to do with personal branding and identity.

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Teen boys -

In 2023, the amount of money spent on fragrances among teen boys rose 26%. Gone are the days where teenagers used Axe and Old Spice; they are now gearing themselves toward luxury names such as Valentino and Jean Paul Gaultier.

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Personal brand -

For Gen Z, fragrances have become part of their identity. Scent is now more than an accessory; it represents various aesthetics like “clean girl” or “quiet luxury.”

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Scent wardrobes -

Rather than a single, iconic scent, Gen Z embraces a “scent wardrobe,” rotating fragrances to match shifting styles, moods, and events. By alternating scents, they highlight their fluid, aesthetic-driven self-expression.

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E-commerce -

The rise of online shopping initially seemed incompatible with perfume sales, as scents couldn’t be sampled digitally. The pandemic compounded this challenge, and fragrance sales dropped by 21% in 2020.

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#PerfumeTok -

With the rise of TikTok, fragrance marketing evolved. Creators on #PerfumeTok inspired people to purchase perfumes, which they did by using emotive descriptions and creating sensory narratives that resonated deeply with followers. This ultimately led to viral demand.

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Selling out -

TikTok’s influence has driven viral fragrance sellouts. One example is Phlur’s Missing Person perfume, which gained over 50 million views and sold out within hours and garnered a wait-list of 200,000.

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Influence -

Social media now drives purchase decisions, especially among Gen Z and especially based on influencer recommendations. In 2022, 45% of perfume buyers reported being influenced by TikTok.

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Seasonal fragrance routines -

Many Gen Zers also divvy their scent wardrobes into seasons and time of year, rotating five or six favorite fragrances monthly and tailoring scent choices by weather and time of year.

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Scent stories - Trying to describe the scent of a perfume online is incredibly difficult. As such, PerfumeTok influencers oftentimes evoke emotions through poetic fragrance descriptions. They use vivid imagery to paint sensory journeys for their followers, all of which go beyond scent.

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Aesthetic-driven identities - Part of this massive shift is also Gen Z’s obsession with aesthetic personas, like “vanilla girl” or “mob wife.” These moods embody specific looks and smells, where every scent aligns with a carefully curated image.

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Psychology -

Psychologists and experts believe that Gen Z’s fragrance obsession comes from the perpetual nature of online culture. Gen Zers constantly find their sense of self eroding, which fuels a desire for variety. They can find this variety through fragrances.

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Mass consumption -

Mass consumption culture has also contributed to their obsession, as easily-available cheap products grow exponentially. An example would be low-cost clothing from Shein, which is incredibly popular with Gen Zers. The same can be said for the perfume industry.

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Temporary styles -

Clothing rental services like Nuuly cater to Gen Z’s transient fashion tastes, allowing them to experiment with styles and scents that align with a short-term aesthetic rather than being dedicated to a long-term identity.

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A daily transformation tool -

For some influencers, fragrance offers a way to embody different personas daily and experiment with aesthetics. They can explore their identity through smell and create distinct daily versions of themselves.

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A status symbol -

Perfume was historically tied to status and wealth. Chanel No. 5, for example, symbolized luxury and affluence. But for Gen Z, the allure lies not necessarily in price but rather in unique and less recognizable fragrances.

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Niche fragrances -

Niche perfumes also offer an opportunity for Gen Z to distinguish themselves with scents known only to a few. For the Gen Z crowd, it is better to stand out and highlight a preference for subtle yet significant signals of taste.

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Favorite fragrance -

According to a study conducted by Statista, some of Gen Z’s favorite fragrances include classic and largely food-based scents (including peach and toffee). In fact, good old-fashioned vanilla seems to be at the top of the trends.

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Unisex -

Gen Zers are also geared towards buying more gender-neutral scents, and many brands have started creating unisex fragrance collections that have seen massive profits.

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Emotional expression -

For Gen Z, perfumes also go beyond smelling good; they’re expected to evoke deep emotions as well. The connection between scent and emotions can be traced back to ancient times, and Gen Z’s choice of scents taps into this ancient power to soothe, boost mood, and even alleviate stress.

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Self-care -

Some brands have even been known to incorporate fragrance into wellness routines, by blending essential oils and selling perfumes as holistic self-care tools that enhance mood and promote self-awareness. This is the obsession that Gen Z is fawning over.

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The lipstick effect -

Another factor worth considering is the “lipstick effect,” which is when people double down on purchasing small luxury items (especially beauty items) during economic troubles. Since Gen Z earns considerably less than older generations, their purchases are geared towards this.

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Joy factor -

Since the 2008 financial crisis, beauty products have been known to be “recession-proof” since consumers see them as a “joy factor” rather than frivolous expenses.

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Control -

Statistically, Gen Z is the most unemployed generation in history due to job insecurity, and the world around them is becoming all the more unpredictable. It’s no wonder that this generation is clinging to control in any way they can, which includes self-expression through fragrances.

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Housing -

With the housing crisis and cost of living escalating, Gen Z are being hit the hardest. During such times, consumers often turn to premium beauty brands in the hopes of maintaining a semblance of luxury in their lives.

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Past marketing tropes - While the old-school seductive marketing strategy for fragrances may have worked before, Gen Z isn’t buying into it. Known for being more conservative, the “puriteen” generation favors scents that align more with mindfulness and wellness.

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Identity -

Ultimately, Gen Z’s approach to perfume is about shaping identity. If a scent isn’t causing people to swoon, lift their mood, or at least highlight a unique aesthetic, then Gen Zers will be sure to turn their noses up.

Sources: (Business Insider) (Yahoo Finance) (Statista) (The Robin Report)

See also: How to make your own perfume

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