Description

This report provides comprehensive and current information and analysis of the US Fragrance in Beauty market including market size, anticipated market forecast, relevant market segmentation, and perfume trends for the Fragrance Trends in Beauty market in the US.

Current market landscape

The fragrance category took a massive hit in 2020 due to the pandemic. As we re-emerge from the pandemic, the category is already seeing renewed excitement and interest. TikTok, which experienced a meteoric rise over the course of the pandemic, is becoming a fragrance hot spot. The popularity of fragrances on the app are introducing younger audiences into the space and changing the way fragrances are described.

Furthermore, the health and safety concerns brought on by the pandemic intensified the need for self-care, and drove use of scented personal care products and fragrances, even during periods of limited social interactions. In fact, 51% of respondents say they wear fragrances even when they don’t leave their house.

Future fragrance industry trends

Looking ahead, the current spotlight on trends in the fragrance industry among engaged online communities positions the category for growth. Even as the threat of the pandemic wanes, consumers will continue to seek products that support their mental health and evolving wellness needs, reinvigorating fragrance and scented personal care opportunities.

Read on to discover more about the US Fragrance Trends in Beauty consumer market, read our US Online Beauty Retailing Market Report 2021, or take a look at our other Beauty and Personal Care Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the fragrance and scented personal care market.
  • How brands are renovating their offerings in response to shifting lifestyle needs.
  • Opportunities to support consumers’ entire wellbeing with multifunctional fragrances.
  • How new technology will impact new product development.

Covered in this report

Brands include: Dyptique, Snif, Mix:Bar, TikTok, DS & Durga, Crown Affair, Bumble and Bumble, Henry Rose, Pura, Dae, Summer Fridays, Too Faced, Jo Loves, Killian, Le Labo, Potion Paris, Maya Njie Perfumes, Maison Francis Kurkdjian, Fenty Beauty, Functional Fragrance, Axe, More is More, Quiet & Roar, Look Labs, No Ordinary Scent, NINU, Diptyque, Byredo, Coty, DedCool, Culti Milano, Escentric Molecules, Moodeaux.

Expert analysis from a specialist in the field

This report, written by Clare Hennigan, a leading analyst in the Beauty sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The events of 2020 and 2021 have placed greater importance on mental wellness. The fragrance market is well positioned to offer consumers a mental reprieve from everyday stressors and support new lifestyle needs, whether by bringing joy through evoking certain memories or fueling productivity in work/learn from home environments.

 

Looking ahead, expect brands to renovate offerings to support consumers’ entire wellbeing with skin-health benefitting ingredients and emotionally uplifting scents.
Clare Hennigan - Senior Beauty Analyst
Clare Hennigan
Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Economic and other assumptions
            • COVID-19: US context
            • Executive Summary

                • Top takeaways
                  • Impact of COVID-19 on fragrance trends in beauty
                    • Figure 1: Short-, medium- and long-term impact of COVID-19 on fragrance trends in beauty, 2021
                  • Target innovation to support all aspects of wellbeing
                    • Demonstrate value and encourage trade-ups with functional fragrances
                      • Position fragrances as mood-changing agents
                        • Go beyond traditional fragrance offerings to align with consumers’ evolving lifestyle needs
                          • Blend homecare with beauty
                            • Link scent to daily routines to encourage “layering” habits
                              • Formulate fragrances that “work” in hybrid environments
                                • Social media and online shopping alter fragrance discovery
                                • The Market – Key Takeaways

                                  • Fragrance market defied expectations amid COVID-19 upheaval
                                    • Pandemic boosts online shopping
                                    • Market Factors

                                      • Fragrance market defied expectations amid COVID-19 upheaval
                                        • Pandemic boosts online shopping
                                          • Figure 2: Purchase channel, 2021
                                        • Mass retailers expand fragrance offerings, but work is needed to shift consumer perception
                                          • Figure 3: TikTok – Mix:Bar, 2021
                                        • Income impacts where consumers shop, but has little impact on product usage
                                          • Figure 4: Select retailers shopped, by household income, 2021
                                        • Diversifying population benefits market
                                          • Figure 5: Repertoire analysis of product usage, by race and Hispanic origin, 2021
                                        • Navigate supply chain challenges by leaning into eco-friendly ingredient innovations
                                        • Companies and Brands – Key Takeaways

                                          • TikTok has become a fragrance hot spot
                                            • Connect scent to wellbeing
                                            • Competitive Strategies

                                              • Expand fragrance offerings beyond body
                                                • Blend homecare with beauty
                                                  • Beauty and personal care brands level up fragrance offerings
                                                    • Figure 6: Instagram post – DS & Durga x Crown Affair, 2021
                                                  • Boost repeat purchase rates with refillable fragrance offerings
                                                    • Figure 7: Instagram post – Jo Loves fragrance pen, 2021
                                                  • TikTok takes off
                                                    • Figure 8: TikTok – @ohuprettythings, 2021
                                                    • Figure 9: TikTok – @nearlynoseblind, 2021
                                                  • Will influencer fragrances overtake celebrity scents?
                                                    • Figure 10: Select purchase influencers, by age, 2021
                                                  • Evoke, enhance and transform experiences with fragrance
                                                    • Pleasure
                                                      • Figure 11: Functional fragrance discovery set, 2021
                                                    • Nostalgia
                                                      • Figure 12: Axe Body Spray: Axe No.5 Parfum Spray, 2021
                                                    • Playfulness
                                                      • Figure 13: More is More! by Judith Leiber, 2021
                                                    • Adventure
                                                      • Figure 14: Instagram post – D.S. & Durga x American Airlines, 2021
                                                  • Market Opportunities

                                                    • Connect scent to wellbeing
                                                      • Figure 15: Instagram post – Quiet and Roar, 2021
                                                      • Figure 16: Select behaviors toward fragrances – “I do this,” 2020 and 2021
                                                    • Use tech to validate wellness claims and drive NPD
                                                      • Figure 17: Instagram Post – Look Labs, 2021
                                                    • New innovations level up customization and open doors for greater inclusion
                                                    • The Consumer – Key Takeaways

                                                      • Brands must prove value to women in order to stand out
                                                        • Increase comfort levels while shopping online
                                                          • Build loyalty by expanding lifestyle offerings
                                                            • Third-party influencer approval resonates with men
                                                              • Fragrance wardrobes empower adults to embrace their multidimensional personalities
                                                                • Support holistic health and encourage trade-ups with multi-use fragrances
                                                                • Product Usage

                                                                  • Hygiene halo boosts usage of scented personal care products
                                                                    • Figure 18: Product usage, 2021
                                                                  • Brands must prove value to women in order to stand out
                                                                    • Figure 19: Diptyque Citronnelle & Geranium Summer Body Spray, 2021
                                                                    • Figure 20: Select product usage, by gender, 2021
                                                                  • Adults aged 18-24 lag behind in usage, prefer alternative formats
                                                                    • Figure 21: Select product usage, by age, 2021
                                                                  • Partner with Black perfumers to reach multicultural consumers
                                                                    • Figure 22: Byredo x Cactus Jack Travx Space Rage, 2021
                                                                    • Figure 23: Select product usage, by race and Hispanic origin, 2021
                                                                • Retailers Shopped

                                                                  • Online shopping continues to grow
                                                                    • Figure 24: Retailers shopped, 2021
                                                                  • Women seek specialty stores, opportunities to stand out with customization
                                                                    • Figure 25: Retailers shopped, by gender, 2021
                                                                  • Lingering safety concerns drive online shopping among adults aged 55+
                                                                    • Blend elements of luxury and affordability to boost the perception of fragrances at mass retailers
                                                                      • Figure 26: Retailers shopped, by age, 2021
                                                                  • Behaviors toward Fragrances

                                                                    • Build loyalty by expanding lifestyle offerings
                                                                        • Figure 27: Behaviors toward fragrances, 2021
                                                                      • Formulate fragrances that “work” in hybrid environments
                                                                          • Figure 28: Select behaviors toward fragrances, by age, 2021
                                                                        • Celebrate diversity in fragrance
                                                                          • Figure 29: Select behaviors toward fragrances, by race and Hispanic origin, 2021
                                                                      • Purchase Influencers

                                                                        • Find the balance between “light” and “long lasting”
                                                                          • Figure 30: Purchase influencers, 2021
                                                                        • Third-party influencer approval resonates with men
                                                                          • Figure 31: Pura x James Harden, 2021
                                                                          • Figure 32: Select purchase influencers, by gender, 2021
                                                                        • Leverage community selling to appeal to Black adults
                                                                          • Figure 33: Instagram Post – Fragrance review, 2021
                                                                          • Figure 34: Select purchase influencers, by race and Hispanic origin, 2021
                                                                      • Attitudes toward Fragrances and Scented Personal Care

                                                                        • Fragrance wardrobes empower adults to embrace their multidimensional personalities
                                                                          • Figure 35: TikTok – “Mood” fragrances, 2021
                                                                          • Figure 36: Instagram Post – Tom Ford, 2021
                                                                          • Figure 37: Attitudes toward fragrances and scented personal care, 2021
                                                                        • Encourage trade-ups by demonstrating versatility
                                                                          • Figure 38: Attitudes toward fragrances and scented personal care, by race and Hispanic origin, 2021
                                                                        • Adults who view fragrance as an act of self-care seek customizable scents and lifestyle products
                                                                          • Figure 39: Key drivers of attitudes toward scented products and fine fragrance, 2021
                                                                        • Methodology
                                                                        • Interest in Innovations

                                                                          • Support holistic health and encourage trade-ups with multi-use fragrances
                                                                            • Figure 40: Instagram post – Moodeaux Super Charged Skin Scent, 2021
                                                                            • Figure 41: Interest in innovations, 2021
                                                                          • Clean, sustainable fragrances resonate with women
                                                                            • Figure 42: Interest in innovations – NET any interest, by gender, 2021
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                  • Terms
                                                                                  • Appendix – Key Driver Analysis

                                                                                      • Interpretation of results
                                                                                        • Figure 43: Key drivers of attitudes toward scented products and fine fragrance – Key driver output, 2021

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