Gen Z loves to smell good. New data from Circana’s 2023 Fragrance Consumer Report found that the young gen (13-26-years-old) is causing an increase in the overall fragrance use in the U.S. compared to last year. These consumers are the highest demographic of “heavy usage” of fragrance, wearing it a minimum of three times a week and are most likely to buy fragrances several times throughout the year. The report concluded that much of this increase has to do with a higher prevalence of fragrance marketing on social media, especially on TikTok. YPulse research shows that perfume / cologne were amongst the top products that Gen Z and Millennials were influenced to buy from online celebrities. (Happi)
