April 2016 happi.com happi • 51
First Last • Title
FRAGRANCE is a personal thing. Consumers might ask them- selves before making a purchase: How long will it last? Will it smell differently depending on the season? Or even, wow
will it complement my natural scent?
“Quite often, when we find one we prefer, it becomes our
only choice. But not for long. Perfume trends are shifting in 2016.
With more than 1,200 fragrances heading to market each year,
the notion that people stick to one scent for life is quickly evaporating,” Rachel ten Brink, CMO/co-founder of designer perfume
and cologne subscription company Scentbird of New York City,
told Happi. The multitude of offerings in the marketplace today
US prestige beauty sales reached $16 billion in 2015—a 7%
increase over 2014 results, according to global information com-
pany The NPD Group, Inc. Fragrance outperformed skin care as
fragrance dollars grew 4% to $4 billion. Growth in juices outper-
formed the overall fragrance market in 2015, and sales rose for
home ancillaries such as candles as well.
“Looking at some of the top performing brands, we’re also
seeing that consumers are increasingly drawn to emotional rather
than functional appeal,” noted Karen Grant, global beauty indus-
try analyst, The NPD Group. “This craving of a more sensory ex-
perience is having a positive influence on fragrance sales as well.
Brands and manufacturers that win listen and find compelling
ways to respond to the increasingly diverse crowd of consumers
before them, who are being influenced and inspired by society in
As fine fragrance sales in department stores climb to new lev-
els, the same can’t be said in mass market aisles.
According to Information Resources Inc. (IRI), women’s fragrance sales fell 4.5% to $745.5 million in US multi-outlet (
supermarkets, drugstores, mass market retailers, military commissaries
and select club and dollar retail chains) for the 52 weeks ended
Jan. 24, 2016. Perfumes and colognes/body powder slipped 2.4%
Melissa Meisel • Associate Editor
THE ESSENCE OF
FRAGRANCE SALES ARE FUELED BY UNIQUE FACETS.