While composition, texture, efficacy and packaging are essential criteria for seducing beauty product consumers, fragrance remains a determining factor in satisfaction. In a report produced for CEW US, online data analysis expert Revuze has identified the scents most appreciated by Americans.
To carry out this study, Revuze analyzed the reviews left by Internet users on the e-commerce sites of Ulta, Amazon, Sephora and Macy’s between January and October 2024.
In all, over 131,575 comments were sifted through.
Ranking by category
Lip care
In 2024, Revuze recorded a 119% increase (year-on-year) in mentions related to product fragrances in reviews left by consumers. According to the company, the scents of lip products mobilize the general public the most, with 13,538 reviews written.
Americans particularly appreciate (in order) sweet, gourmand and dessert-inspired notes such as vanilla, chocolate, cotton candy, watermelon, honey and peach.
They also like orange, coffee, blackberry and caramel scents.
Skincare
On the skincare side, Revuze recorded 3,721 mentions, an increase of 52% over 2023. “This increase reflects consumers’ changing desires. They don’t just want functional skincare. Fragrance is helping to transform the use of facial products into a multi-sensorial experience. Beauty routines are becoming more enjoyable,” explains the company.
For this type of product, Americans like scents such as chocolate, watermelon, vanilla, strawberry, cucumber or cotton candy.
They also look for care products with notes of banana, cookie or jasmine.
Nail care
Nail care products (nail polish …
