Young consumers are obsessed with smelling like delicious desserts. YPulse already reported on how Gen Z’s obsession with “little treats” is shaping brand marketing. From rhode pairing their skincare pics with whipped cream to Summer Friday’s playing with lip and latte combos, brands are using their marketing to make young people (literally) hungry for their products. Now, the gourmand fragrance trend is exploding on #PerfumeTok, with users seeking scents that make them smell like delicious desserts. This food-inspired fragrance market is growing at almost 80% year-over-year and is predicted to reach $55B by 2035. Beyond luxury perfumes like Kayali’s Vanilla 28 and celebrity lines like Sabrina Carpenter’s dessert-themed fragrances, everyday brands are also joining in—Dove partnered with Crumbl cookies on a body care collection, Native did the same with Dunkin’ Donuts, and even Auntie Anne’s released its own pretzel-scented perfume. Plus, influencers are fueling the trend with videos like their “most complimented perfumes” or “yummiest perfumes ever,” making the scents particularly attractive for young gens. (Vox)
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