The perfume purchasing journey is undergoing significant change. Discovery no longer takes place primarily at the point of sale, but online, via social media. ` Content creators now play a central role in recommendations. Internet users discover a fragrance on TikTok or Instagram, then research their choice further via search engines.
In this context, purchasing without prior testing is becoming increasingly common.

Layering becomes common practice

Layering perfumes continues to grow in popularity. Consumers are looking to personalize their scent by combining several fragrances rather than adopting a single signature scent.
Perfume is thus becoming a tool for personal expression.

A rise in accessible premium” products

Internet users are showing growing interest in fragrances inspired by luxury but offered at more accessible prices. “Searches related to alternatives and equivalents are on the rise, reflecting a desire to access a high-end olfactory experience without bearing the cost.”

Popular fragrances

Marshmallow
Sweet and creamy notes continue to grow in popularity, particularly those reminiscent of marshmallow. These fragrances respond to a desire for enveloping scents that are easy to wear.

Vanilla
Vanilla confirms its status as a key ingredient in the perfume market. It has established …