If you look up the word 'perfume' in the dictionary, you will find the definition 'a substance which emits a pleasant smell when burden.' At the DOUGLAS Group, Europe's leading omnichannel provider of premium beauty, we know that there is a whole world of emotions and personality expression behind it. An individually chosen fragrance has the power to influence mood and identity. Current purchasing decisions in the dynamic beauty category are shaped by a variety of trends that go far beyond the pure scent.
Customers associate more with their perfume than just applying it, but they also have and are placing increasing demands. While customers are motivated by a variety of individual factors, recurring patterns can be identified. Different dynamics arise within the target groups, which need to be taken into account. If you look specifically at the topic of perfume, two groups stand out in particular: men and Gen Z.
Fresh scent and (male) success
An increasingly noticeable trend is the rising demand for hair perfume. It is used to freshen up hair between washes and give it a pleasant scent. However, the hair perfume phenomenon unites even more: studies show that men in particular show a special interest in these products because they serve the preferred simplicity. However, it also contributes to the customer's image. In many cultures, personal care is closely linked to success and status. For men, personal care products for their appearance – especially fragrances – play a central role. A well-groomed, fragrant appearance is not only perceived as a sign of personal hygiene, but also of success and self-confidence.
The art of scent layering: why durability is increasingly important
In a world where change is happening faster and more noticeably, consumers are demanding perfumes that can adapt just as easily. This is leading to further trends in the fragrance category – especially for manufacturers. Climate change not only impacts our environment, but also influences consumer habits. The desire for a longer-lasting fragrance is no longer just a fleeting whim of consumers – it has become a crucial need.
The trend of ‘fragrance layering’ is a clear expression of these shifting needs: different layers of fragrance are applied on top of each other to create a longer-lasting fragrance experience on the entire body. Both long-lasting and a mix of different fragrances contribute to the overarching goals of durability and adaptability. Today, fragrances not only have to harmonise with different climate conditions, but also survive in a dynamic consumer landscape in which the mix of different perfumes is increasingly coming into focus. While in 2020 only 10% of perfume releases included the ‘long-lasting’ promise, by 2023 this figure had already risen to 35%. (Mintel, GNPD, advertise the power of fragrance longevity)
Gen Z is unique and in vogue
A look at Gen Z's purchasing behaviour also shows the special significance of perfume trends. More and more often, they are reaching for special niche fragrances. The motivation behind this is to be exclusive and on trend. More than ever before, customers are using perfume as an expression of themselves and their individuality. Niche fragrances are the product of choice here, as they offer more intense and concentrated scent experiences. These fragrances are also often marketed as unisex scents, making them particularly attractive to Gen Z, who increasingly prefer gender-neutral and more inclusive products. At DOUGLAS, niche fragrances have also proven to be a particularly popular Christmas gift for young people in 2024.
At DOUGLAS, we are particularly aware of the high value that our customers place on perfume. For over 115 years, we have been finding the perfect scent for our customers ever since the two Carstens sisters realised their dream of a perfumery in 1910.
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