What perfume shoppers are looking for during purchase?

Dividing the fragrance shopper journey into four stages — intention, discovery, purchase, and excitement — we gleaned overarching consumer trends and preferences, as well as key differences between fragrance newbies and connoisseurs. Here’s what we discovered.

– 72% of respondents use perfume on daily basis.

75% said their fragrance collection functions as a means of self-expression.

They’re also 1.6 times more likely to layer multiple fragrances to create something totally unique.

The Internet is a powerful tool for discovery, particularly for experts — they’re 2.1 times more likely than beginners to use social media platforms like TikTok and fragrance-focused forums such as Fragrantica and r/Fragrance to research unfamiliar brands and perfumes.

45% of respondents rely on word-of-mouth to find new scents and, despite the rise of e-commerce, 40% still prefer to sample and purchase fragrance at department stores.

Testing a fragrance before purchasing is a must for nearly 80% of respondents

Nearly half of respondents agreed that packaging can make or break a purchase.

71% of respondents are willing to spend over $100 on a fragrance — and more impressively, a third of experts will drop up to $500 for the right scent.

87%of respondents consider a perfume’s notes and ingredients as deciding factors

80%of respondents value the longevity of a scent, suggesting a preference for traditionally long-lasting base notes such as vanilla, amber, spices, and woods.

78% of respondents gravitate toward smaller (yet undeniably influential) brands like Le Labo, Byredo, and Diptyque, favored for their artisanal feel.

Greater awareness of ingredients also offers brands the opportunity to enrich their storytelling — and consequently, increase conversion.

Generally, there’s an appetite for greater transparency and education surrounding perfumery, regarded by many as a mysterious, alchemical art form. 44% of respondents indicated that they find fragrance notes and terminology confusing

To enrich the perfume shopper journey, understanding the need of each stage will craft the unique experience for each particular brand.

source: https://www.highsnobiety.com/p/state-of-fragrance-trends/…