Perfume is being used more again in the USA. Manufacturers have to advertise well, especially on TikTok – because the younger generation particularly likes perfume.
The use of perfume in the USA has increased slightly compared to last year. Usage has actually increased significantly, particularly among Generation Z, those born shortly before or after the turn of the millennium. 83 percent of Gen Z use perfume, according to the “Fragrance Consumer Report 2023” from the American market research institute Circana.
13 to 26 year olds also use perfume very intensively: in the group of “heavy users”, those who apply perfume at least three times a week, they lead the generations.
TikTok is becoming increasingly important for advertising
The market researchers also see advertising on social media platforms as a reason. When asked why Gen Z buys a perfume, the second most common answer was promoting it on TikTok. “To be successful, fragrance brands and manufacturers must capture the hearts and wallets of Gen Z and Millennials, who are the most important generations when it comes to usage and interest in the category,” said Larissa Jensen, beauty industry consultant at Circana.
German perfume influencer has 6.7 million followers
Almost 885,000 people follow him on Instagram, and Fragrance even has 6.7 million followers on TikTok. The influencer has now become an entrepreneur and has launched his perfume brand “Fragrance One”.
In the USA, sales of perfumes grew by 13 percent compared to the previous year. Both the bottles sold and the average prices increased. “Since the peak of the pandemic, the fragrance market has continued to bask in the sweet smell of sales success as it is very personal and emotional,” said Jensen. “With healthy sales in 2023, the fragrance market is well positioned for the holiday season, which is one of the most important purchasing occasions for this category.”