Even in an At-Home World, Fragrance Still Comes Up Roses

The COVID19 pandemic has produced unprecedented changes in how consumers shop and use beauty and wellness products fragrance included In the last year Americans have been turning to personal and home scents more than ever for comfort selfcare and a sense of normalcyAccording to new fragrance industry research from Hearst Magazines The Fragrance Foundation and MarketCast on the role of scent in an athome world 75 percent of fragrance wearers are using their scents just as much or even more than before the pandemic They want fragrances that make them feel clean confident sexy and happy This is even true on Zoom calls with 30 percent of those talking about fragrance on social saying they39ve worn their favorite scent for important virtual meetingsThe past year has produced a marked shift in the types of fragrance products that Americans are buying At home 87 percent of survey respondents said they39re using essential oils home fragrances and candles more than ever and BIPOC consumers are especially reaching for home fragrance for selfcare Home fragrance helps them delineate their days trigger particular moods and bring back memoriesIn their own homes Hearst executives are enjoying these scentbased experiences Kristen O39Hara Hearst Magazines39 chief business officer has perfume that reminds her son of a past trip to Italy while Jenna Rosenstein digital beauty director at Harper39s BAZAAR has been burning Christmasthemed candles to evoke holiday vibesWhile Americans value fragrance more than ever how they engage with scents is changing and that39s where brands need to tune in Where fragrance used to be a public and group experience it is now personal and close to home In fact according to Hearst39s study 60 percent of fragrance users said they now wear scents less for an occasion and more based on their mood or how they feel Those sentiments were even stronger among consumers of color and Gen ZersDespite difficult economic times Americans are still willing to shell out for home and personal fragrance products What39s radically shifted is how they shop and discover new smells Where shoppers could once pop into a department store or Sephora to test out scents many Americans have been cut off from inperson retail experiences In response scent strips in magazines free samples subscription boxes as well as recommendations from family friends and social media influencers have taken on increased significanceTo reach consumers in this altered market the Hearst study urged brands to meet their shoppers where they are It is imperative to have strong social content on youngskewing platforms like TikTok and Instagram Among Gen Z 60 percent of respondents said they39re turning to social media for fragrance discoveryMore than ever shoppers want to engage with authentic influencers and celebrities The Hearst study found that consumers are most comfortable trying scents from celebrities who are involved in the product39s creation and wear a scent themselvesquotKnowing what fragrance a celebrity loves or even created appeals to consumers who want to channel or embody that celeb39s characteristicsquot said Lauren Feldman research manager at MarketCast quotThe fragrances that are purely promoted by celebs have less traction and more skepticismquotToday39s fragrance shopper also wants to see themselves reflected in advertising They want fragrance brands to represent their identity and selfexpression rather than being told to conform to a product39s image For instance genderneutral scents are growing in popularity with both men and women Consumers want their individuality recognized quotThe benefits people seek from fragrance have shifted Brands should consider emphasizing how scents can make someone feel Fragrance can be your secret weaponamp160the new red lip your superpowerquot said Todd Haskell chief marketing officer for Hearst MagazinesEqually important shoppers want fragrances to reflect their values In Hearst39s study respondents said they want fragrance brands to be authentic relatable and diverse and 75 percent said they are interested in fragrance brands that support diversity and inclusion When it comes to marketing today39s consumers particularly Gen Z and Millennials want to see people of color and different genders in advertising campaignsEnvironmental awareness is also factoring into brand perception with 75 percent of consumers saying they39re at least somewhat interested in a fragrance brand embracing sustainability Increasingly shoppers want to know what goes into their fragrance But the study found there is some market confusion among shoppers that brands could help address When respondents said they preferred quotcleanquot fragrances some thought it meant a freshsmelling fragrance while others expected it translated to environmentally friendly ingredients and a lowimpact production process The term quotsustainabilityquot could have dual meanings either as longlasting or environmentally friendly Marketers can help solve this confusion with informative advertising Haskell notedTo effectively market to today39s fragrance consumers and weather the current uncertainty Hearst executives urged advertisers to be flexible and responsive Fragrance shoppers may not be in the office or at parties but they still want to feel like their best selves With the right messaging fragrance brands may even be in a position to grow their market share and attract new consumersClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Even in an At-Home World, Fragrance Still Comes Up Roses

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Alli Romano

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Even in an At-Home World, Fragrance Still Comes Up Roses

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