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NPD: Less Traditional Women's Fragrances Gaining More Attention

Posted: February 17, 2014

Floral fragrances aren’t fading away, but less traditional scents are gaining more of the attention from female consumers than ever before, according to Karen Grant, vice president and senior global industry analyst at The NPD Group.

“Fragrance is a powerful tool that can exude an image and even empower an individual as an expression of personal preference. With the emergence of more artisanal scents on the market, women are welcoming the opportunity to experiment and explore different options," she said. 

According to NPD, the standalone oriental, woods, citrus, and fruity fragrances are still a small portion of the market, at just 7% of women’s fragrance dollar sales, but they are growing at the expense of the larger segments, including the top selling fragrance family, floral. Woody oriental is the only one of the larger blended fragrance families to experience growth in 2013. Two of the top five women’s prestige fragrances sold in the United States are part of the woody oriental fragrance family, while the other three in the top five are florals and a soft floral.

“The recognizable classics remain strong, but new players are important rising stars to watch,” said Grant. “Today, the opportunity for reinvention afforded by a novel scent coexists with the instant indulgence provided by the classics," she added. 

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