Men, Women Buy Up Fragrance

Women are still the top consumers of fragrance, but more men are tapping into scents, according to a recent report by The NPD Group.

Women’s scents in the U.S. have grown in lighter concentrations such as colognes with three years of consecutive double-digit growth, while men’s scents are increasing in eau de parfum (EDP), a richer concentration not traditionally used by American men, according to The NPD group.

Sales of men’s EDP reached $51.0 million in the 12 months ending February 2015, almost doubling in sales from two years ago, while richer colognes are a leader in women’s fragrance, which $69.6 million in sales during the most recent time period.

“By all appearances, it seems that men are establishing a new relationship with fragrance, and their level of experimentation and sophistication has risen,” said Karen Grant , global beauty industry analyst, The NPD Group. EDP is a niche and emerging category, likely embraced by early adopters who are generally more sophisticated users.”

She added, “In line with this emerging type, the growing presence of multicultural men as well as women-likely buyers for men’s fragrance-within the U.S. population provides a new audience for richer scents. Women’s fragrance behavior ties together with their movement towards natural beauty. Like the growth of active wear in apparel and footwear, growth in the more subtle fragrance concentrations complements the lifestyle elements of casualness growing within the women’s market.”

In addition, among both men and women, the popularity of on-the-go fragrance formats is rising. Women’s purse spray/travel spray and roll on/rollerballs grew 67 percent in dollar sales in the 12 months ending February 2015, while the men’s varieties grew 54 percent.

“Quick fixes and on-the-go are the new buzz words within beauty,” said Grant. “Products that are effective and convenient to carry are appealing to consumers, especially when they are part of consumers’ everyday routines.”

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