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NPD Report: Majority of Men Plan Fragrance Purchases Ahead of Time

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Nearly 80% of men who make fragrance purchases plan to do so ahead of time, and two-thirds of them also know what brand they plan to purchase, according to the 2014 Men’s FragranceTrack Report issued by global information company The NPD Group, Inc.

Six in 10 men’s purchases are for replenishment reasons, the report said. The need to replenish, in-store influencers and price are the top motivators behind men’s fine fragrance purchases. While most men report their fragrance usage is the same as a year ago, some men did increase consumption. Reasons for doing so include finding a better liked fragrance, a new grooming routine and the fragrance being liked by a partner.

According to the report, almost all men report fragrance usage, with eight out of 10 men using some type of scented product, and nearly all of fine fragrance users also using scented body products. The most desired characteristic for scented body products is a subtle, light scent, followed by a good value. More than 50% of male consumers said they purchased a large-sized fine fragrance because it offers the best value. These incentives are also similar among men who use both scented products and a fine fragrance.

 

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