Some Millennial content creators are helping to drive a boom in Britain’s fragrance market. Sales at Selfridges’ fragrance hall are up nearly 20% from last year, and overall fragrance sales in Britain grew by 8% last year to £3.3B, making the U.K. the largest fragrance market in Europe. One major driver is “PerfumeTok,” a side of TikTok where influencers recommend their favorite fragrances and explain trends like scent layering. Thirtysomething influencers like Sophie Murray and Hayley Clough have thousands of followers, with views and likes on some of their perfume-related content up in the millions. While most people find new scents by shopping in person, social media is a driving influence behind where and what they shop for. (The Times)
📈 YPulse reported: Personal Care and Beauty Shopping Report
