Perfume sales grew double digits in 2021, according to findings by the NPD Group (see page 33); new data from The Benchmarking Company’s most recent primary studies of U.S. female beauty buyers serves to back up some of the reasons for those gains.
Me Time Driving Purchases
In a recent study of more than 4,000 U.S. female beauty buyers, 90% of respondents said they’ve bought a fragrance for the body (perfume, cologne, etc.) in the past two years, even during the height of the pandemic.
Seventy-five percent said those purchases have happened in the past year alone as sensorial aspects of overall wellness and “me-time” continue to evolve.
Purchase Frequency is High
She’s buying often. More than half of respondents (55%) say they regularly purchase fragrance products for themselves two to six times per year, with 18% saying they purchase once a year. One out of five fragrance buyers (20%) say they purchase fragrance for themselves monthly or more often.