Mark my words — perfume is becoming the hot new influencer investment item.
Most people have heard of “Makeup Gurus”, the massive makeup collections, the endless collaboration with major makeup companies—celebrity lines, influencer makeup brands, all over social media.
As a major makeup enthusiast myself, and a new perfume enthusiast I’m predicting we’ll be seeing the same kind of massive influence and movement in this market.
“Fragrance recorded an even higher activity last year, with an increase of 25% within the luxury segment. The category also witnessed an influx in male consumers.” — Premium Beauty News
Let’s ask ourselves a couple of questions.
Why do we think this is?
What does perfume have to offer major beauty companies?
Why is it going to be different this time around?
For starters, quality perfumes have a big price tag, and even lesser quality perfumes hold similar value.
“The average retail price for fragrances rose by 15% in 2021 compared to 2020, triple the average 5% increase during the prior two year, according to the latest data from market research firm NPD.” — CNN
“Scents allow us to escape, even momentarily, and experience a different emotion.” — CNN
Though there have been many celebrities that have done perfume lines and collaborations, like Fantasy by Britney Spears or Lovely by Sarah Jessica Parker. These perfume lines have become older and outdated. Commonly found in retailers like Ross and Marshalls. Many of them have lost their sparkle.
Perfume brings something new to the game. It’s almost as if the cycle has suddenly started over for this beauty category. On many social media platforms and popular beauty retailer sites like Sephora & Ulta, they’re treating perfume launches like they were treating makeup launches 5–6 years ago.
Hoarding. Perfume isn’t facing this battle, yet.
In the last few years, I remember it was around the time the pandemic started, that many makeup companies & gurus switched to a minimalistic approach.
Now it’s about how many uses you can get in one product. Using cream blush to do your eyeshadow, lip, cheek, and sculpting. Using bronzer as eyeshadow. Using lip tint as a cheek tint.
However, this hasn’t happened to perfume yet. People are still hungry for more. I can’t think of one woman I know that owns over 20+ fragrance options ready at their disposal. Or yet all in one routine.
People are hungry to explore their Spring, Winter, & Fall scents. One for date night, scents for work, heck even scents to wear when traveling.
Now don’t get me wrong. I’m so here for all the hype that Perfume is receiving. And I want to tell you while it’s still early, get on board.