Intense, Full-Bodied Fragrance Gaining Appeal Among U.S. Men, While Women Embrace Softer, Lighter Concentrations.åÊWith 3 years of consecutive double-digit growth, women’s scents have grown in lighter concentrations such as colognes, while men’s scents are experiencing the greatest lift in eau de parfum, a richer concentration not traditionally used by American men, according to The NPD Group.
Prestige retail dollar sales of menÛªs EDP reached $51 million in the 12 months ending February 2015, almost doubling in sales from 2 years ago. On the other side, cologne is a leader in womenÛªs prestige fragrance and reached $69.6 million in sales during the most recent time period.
ÛÏBy all appearances, it seems that men are establishing a new relationship with fragrance, and their level of experimentation and sophistication has risen. EDP is a niche and emerging category, likely embraced by early adopters who are generally more sophisticated users. In line with this emerging type, the growing presence of multicultural men as well as womenÛÓlikely buyers for menÛªs fragranceÛÓwithin the U.S. population provides a new audience for richer scents,Û said Karen Grant, global beauty industry analyst, The NPD Group.
ÛÏWomenÛªs fragrance behavior ties together with their movement towards natural beauty. Like the growth of active wear in apparel and footwear, growth in the more subtle fragrance concentrations complements the lifestyle elements of casualness growing within the womenÛªs market.Û
There are some other notable shifts happening within the U.S. prestige fragrance industry. At the same time that the more potent EDP types are experiencing a boost among men, sales of prestige fragrance after shave products*, a $19.5 million market, have been declining for the past 3 years, suggesting a change in scent behavior.
*After shave products include after shave balm, lotion, creme, gel, and other
In addition, among both men and women, the popularity of on-the-go fragrance formats is rising. WomenÛªs purse spray/travel spray and roll on/rollerballs grew 67% in dollar sales in the 12 months ending February 2015, while the menÛªs varieties grew 54%.
ÛÏQuick fixes and on-the-go are the new buzz words within beauty. Products that are effective and convenient to carry are appealing to consumers, especially when they are part of consumersÛª everyday routines,Û added Grant.
AudienceSCAN reported 23.3% of consumers will purchase perfume/cologne for themselves or their families in the next 12 months. Gifts could be a guiding force with 20% of perfume shoppers having teenagers at home. 40% of cologne shoppers are into home decorating. This audience is 41% more likely than average to take action after receiving mobile smartphone app or text message ads. They also respond well to Internet advertising: 39% started online searches after seeing web ads.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.