Gen Z is obsessed with smelling good, even teen boys. According to Circana, Gen Z has a strong passion for fragrances, with 83% using them, compared to 79% of Gen X and 69% of Boomers, making them the market leaders. Trending hashtags like #PerfumeTok have heavily influenced fragrance trends and Gen Z’s overall interest in them, with 45% of buyers in 2022 citing TikTok as a factor in their choices. Likely due in part to this trend, the fragrance industry has grown nearly $2B from 2021 to 2023, now valued at $8.3B—with spending up significantly even among teen boys as they take interest in high end fragrance. But consumers are also moving away from brand loyalty, opting for affordable dupes of luxury scents that have gained viral popularity through influencers and changing their pick by the season or the day. Today, it’s more about the scent itself and its appeal to their personal aesthetic than the brand. (Business Insider)
📊 YPulse data: 59% of 13-17 and 58% of 18-24-year-olds use fragrance products
