Fragrance had a big year. From perfumes and colognes to hair and body mists, we’ve seen massive growth in scent-driven products, including elevated fragrances in personal-care products like deodorant and body lotion. New data from the Benchmark Company dives deep into our buying habits, feelings and expectations regarding the fragrance frenzy—and we’re breaking it all down for you ahead.
The Study
The Benchmark Company’s study surveyed over 4,000 men and women on their beauty and personal care habits, specifically regarding fragrance.
We’re Loving Layering
Despite the popularity of the phrase “signature scent,” it turns out that only about a third of women actually have one. Sixty-six percent of women and 72 percent of men surveyed prefer to mix up their scent of choice.
This data indicates a desire for options and even multiple scents, which is further reflected in our layering habits. Seventy-seven percent of respondents regularly layer products of different fragrances, from body wash and lotion to perfumes, which is refreshing to hear. (In other words, we’re not the only ones wondering if our deodorant scent works with our perfume.)
And we also want these body-care steps to be fragranced. Seventy-three percent of respondents said that the fragrance in their products enhances the “overall sensory experience.” And 69 percent indicated that their moods are impacted by using fragrance.
A Fragrance Can Make or Break a Product Buy
An overwhelming 92 percent of women and 90 percent of men reported that fragrance is very important when choosing a product. Eighty-four percent agreed they would not purchase a product with a scent they didn’t like, even if it has proven benefits.
