Celebrity fragrances are getting a “Gen Z update” with more relatability and gender inclusivity. 

Celebrity fragrances are getting a “Gen Z update” with more relatability and gender inclusivity. Celebrity perfumes aren’t anything new and they’ve been especially popular with Millennials. But according to Euromonitor data, they’ve been on the decline in the 2010s—going from 12% of the total U.S. fragrance market in 2012 to 4% in 2016.  But newer fragrance companies have been finding new ways to revamp themselves to stay relevant with Gen Z. Slate Brands just launched Hue by popstar and LGBTQ icon Hayley Kiyoko whose target customer base is “definitely very Gen Z,” and is motivated by different formats of celebrity marketing compared to Millennials. For Kiyoko, gender inclusivity was an essential part of her product’s branding (afterall, Gen Z is the genreless generation). Additionally, YPulse’s research found that LGBTQ rights is one of the top social causes that young people are passionate about, and our Finding Love Post-COVID trend report found that 15% of 13-19-year-olds actually identify as bisexual. (Glossy)