Gen Z consumers are becoming more engaged in fragrance, with TikTok driving 66% of their fragrance purchases, according to Circana.
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Gen Z consumers are becoming more engaged in fragrance, with TikTok driving 66% of their fragrance purchases, according to Circana.
There has reportedly been a spike in fragrance-related content on the social media platform, which has driven interest in the segment by Gen Z users.
Jacquelyn Wenskus, director, fragrance category analyst at Circana, says, "Gen Z is more inclined to try new scents and mix and match depending on their mood or vibe. To capture this younger consumer, brands must fully encapsulate a mood, going beyond the scent itself and extending into how the brand is positioned, the imagery, the bottle or packaging, etc. All of these components must be very cohesive and strong to effectively evoke the desired feeling."
According to Circana's 2023 Consumer Fragrance Study, 73% of Gen Z wear fragrance at least three times per week, which is up 5 percentage points compared to the prior year.
Gen Z Fragrance Habits
- Gen Z is looking for variety when it comes to how they express themselves.
- Gen Z is significantly more likely to be influenced by social media, particularly TikTok.
- Gen Z leans increasingly more in favor of beauty specialty store experiences.
- Gen Z is more likely than other generations to see the value in purchasing five or more travel-size perfumes for the same price as one full-size bottle.
Wenskus adds that the variety Gen Z looks for has contributed to the double-digit growth of lower-priced fragrance alternatives such as mini or travel sizes and discovery sets, as well as the triple-digit growth of body sprays.
iRomaScents co-founders Erin Berry and Avner Gal, "As for the future of the industry, we believe that key consumers will likely continue to be characterized by sustainability, personalization, digital innovation, inclusivity, wellness and a preference for unique and authentic experiences."Adobe Stock
Gen Z Personalized Purchases
iRomaScents is a digital platform that privately asks shoppers questions, such as their favorite scents, how they want to feel when they wear a fragrance and desired price range, to find the best personalized option. The Wizard within the system guides the customer toward a curated collection based on their preferences.
Co-founders Erin Berry and Avner Gal say this process makes it easier for Gen Z shoppers to find the fragrance that matches their mood or reflects their individuality.
Berry and Gal say, "Overall, Gen Z thinks of fragrance as a key factor for shaping their daily identity presentation and general well-being. Unlike previous generations, who often purchased one fragrance and wore that signature scent consistently, Gen Z is more likely to choose fragrances based on how they feel on a particular day and are most likely to buy a scent for themselves several times a year, compared to other age groups. As for the future of the industry, we believe that key consumers will likely continue to be characterized by sustainability, personalization, digital innovation, inclusivity, wellness and a preference for unique and authentic experiences."
Berry and Gal continue, "Furthermore, younger generations don’t want to spend hours trying different products to find what they like. They are impatient and expect everything to be fast. Therefore, they’re going to be looking for a seamless process to get them in and out in a timely manner. With iRomaScents, shoppers can find their favorite fragrance in less than two minutes, without needing to scroll through all the options. The digital platform privately asks shoppers questions, such as their favorite scents, how they want to feel when they wear a fragrance, desired price range, etc., to find the perfect, personalized option with sample spritzes along the way."
