Fragrance sales surged by 12% in the last quarter of 2023 compared to the previous year, as reported by Circana—this statistic only accounts for sales up to December 2, excluding the busiest shopping weeks. Notably, younger consumers are increasingly purchasing fragrances, prompting brands to take notice.
To adapt to evolving purchasing behaviors, fragrance marketers are responding to several new factors. Online shopping for fragrances without prior sampling has become standard, and social media influencers are adept at forming immediate emotional connections to scents through their descriptions.
Packaging remains a critical element. Consumers expect glass bottles to not only photograph beautifully but also perform well at home, with pumps that spray smoothly and shapes that feel luxurious. While glamorous bottles continue to attract attention, there’s a growing demand for refillable options that align with eco-conscious values.
Instead of introducing a new bottle design for every fragrance, many brands now opt for a signature shape, maintaining consistency across launches. This strategy fosters a cohesive and recognizable brand identity.
Creating Fragrances That Align with Buying Habits is becoming increasingly important as the market evolves. Packaging suppliers are keeping pace with these trends, offering innovative glass bottles, caps, and accessories that marry luxury with sustainability.
Coty, a pioneer in fragrance bottle design, is set to reinvent itself in 2024 with the launch of Infiniment Coty Paris. Founded by Francois Coty in 1904, the brand aims to honor its legacy while introducing new fragrances. CEO Sue Nabi shared on Instagram, “Our scents and stories speak to the world of today—they translate who we are. Welcome to a new era in perfumery.” The collection will feature 14 fragrances in refillable bottles, marking a significant first for Coty.
Nabi noted that the “fragrance boom” mirrors the recent skincare trend, with social media playing a crucial role in educating consumers about ingredients. Gen Z is rediscovering fragrance on platforms like TikTok, often using scents on both skin and clothing. This demographic’s affinity for long-lasting fragrances is changing market dynamics, as highlighted by the growing popularity of the term “Long Lasting Perfume.”
Creating Fragrances That Align with Buying Habits reflects the needs of Gen Z, who are leading fragrance purchases, wearing scents three or more times a week. Their purchasing habits are also shifting, with many buying fragrances for themselves multiple times a year. As the report indicates, brands must capture the interest of Gen Z and Millennials to thrive in this market.
TikTok’s influence is undeniable, with #PerfumeTok generating over 11 billion views. This platform encourages experimentation and personal expression through fragrance, leading consumers to seek unique, signature scents that stand out from the crowd. The popularity of niche perfumes and indie brands is surging, driven by viral trends on social media.
Creating Fragrances That Align with Buying Habits has significant implications for packaging design. Suppliers are responding with custom shapes and minimalist aesthetics, focusing on luxury while integrating eco-friendly features. Many brands are adopting refillable designs to cater to this demand.
Lightweight glass bottles are also gaining traction, providing sustainable options for consumers who prefer refills. With the global fragrance packaging market projected to reach $3.9 billion by 2030, brands are increasingly emphasizing recyclable and eco-conscious materials.
To enhance the appeal of fragrance offerings, brands are investing in unique packaging solutions. Coverpla and New High Glass are leading the way in producing refillable and lightweight glass bottles that maintain luxury appeal while reducing environmental impact.
As the fragrance market continues to grow, understanding consumer behaviors and preferences is essential. Brands like Gisou, Dossier, and Kuumba Made are setting themselves apart by innovating in both product formulation and packaging, ensuring they resonate with today’s conscious consumers.
