March 21st may be best known as the first day of spring, but perfume enthusiasts also know it as National Fragrance Day. It’s a day to celebrate the artistry and craftsmanship of the world’s finest perfumers, the thrill of discovering a new signature scent and even the mood-boosting properties of an eau de parfum. The art of perfumery has been celebrated in cultures around the world for centuries. Usage started out as part of religious ceremonies and slowly over the years transitioned to daily life.
It’s always fascinating to see how new generations respond to fragrance. Millennials responded favourably to coffee florals and vanilla-gourmand fragrances. But it is Gen Z that is revolutionizing the fragrance industry today. A whopping 83% of Gen Z men and women wear fragrance regularly, an increase of 5% over the previous year. In consumers studies, they say, “fragrance is helpful in lifting or enhancing my mood”.
“Worldwide, fragrances are becoming increasingly popular as consumers seek to express their individuality and enhance their personal style,” says market research firm statista. Younger consumers are driving fragrance sales in China, Kenya and Brazil.
This year’s National Fragrance Day will mark a new high in perfumery sales. The global perfume market will pass the $40 billion mark by the end of the year and is expected to grow to a staggering $60 billion by the year 2030. In North America, 41% of women use fragrance daily compared to 39% of men. Roughly 33% of North American women who buy perfume see fragrance as a personal treat, or a ‘pick-me-up’ to enhance their mood. These women choose scents based on how well they fit with their personality.
Arguably the most fascinating fact about buying and enjoying a fragrance is that we are we are conditioned to have preferences of certain smells that is partly based on our genetic make-up (DNA). That’s right. Your genetics determine what notes and fragrances that appeal to you most. It’s the same with the food you like to eat, the music you enjoy listening to and even the colours you like to wear. Add in life experiences and you have your own unique ‘olfactory fingerprint’. It’s a fascinating science.
So what do we have to look forward to in the coming years? The introduction of new technologies such as touchless scent devices and AI-based perfume solutions are expected to aid consumers in easily finding and using their perfect scents. Watch for wearable devices that release different scents during the day based on your mood and environment. We’re at the tip of a technological revolution in perfumery.
However you decide to celebrate National Fragrance Day, remember the iconic words of Coco Chanel: “Perfume is the unseen, unforgettable, and ultimate accessory of fashion.” Have a wonderful fragrant day.
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