Spate, an innovative data platform that allows users to discover and detect trends across Google search and TikTok, has released its Annual Fragrance Trends Report for 2024.
Emma Vernon, host of the Perfume Room podcast stated, "Consumer affinity has deepened and said consumers are looking to weave perfume into even more aspects of their daily lives. Whether that means bringing perfume on-the-go in ways they hadn't previously considered or thought possible, new sampling experiences for burgeoning hobbies, or perfuming their bodies beyond their wrists, fragrance matters more."
Top 3 Takeaways
1. Food-inspired scents: An evolving trend, according to Spate research, is watermelon perfume, revealing an emerging interest in fruity perfumes with a more subdued sweet scent. With very low competition and very few market leaders, this trend offers a great opportunity for fragrance brands to offer products with a watermelon note.
Alexandra Pauly, beauty editor at Highsnobiety shared, "Gourmand scents continue to grow, with gourmand scent, caramel and brown sugar as drivers of positive search volume change across the category. There is something universally appealing about edible notes. They are comforting and relatable, compared to notes that some people might not immediately recognize, like labdanum or Iso E Super. We will probably start to see a shift away from dessert-like, sweet gourmands notes and a shift towards something more savory like matcha and mint, versus caramel and brown sugar."
An evolving trend, according to Spate research, is watermelon perfume, revealing an emerging interest in fruity perfumes with a more subdued sweet scent. With very low competition and very few market leaders, this trend offers a great opportunity for fragrance brands to offer products with a watermelon note.Adobe Stock
2. Convenient and economical formats like roll-ons and travel sizes: There is a growing interest for roll-on perfume. Ingredients searched alongside roll-on perfume include: essential oil, vanilla, and coconut indicate scents associations on the consumer end.
The travel perfume trend is reflecting consumer’s need to take their fragrance on the go. Top product formats alongside travel perfume are travel size products, spray and perfume atomizer. In top queries, consumers are looking for their favorite fragrance brands’ travel size perfume.
Vernon adds, "Brands should think about the use and consumption of new applications in ways similar to how music fans seek out merch, extended albums, limited releases, etc. In this way, ancillary applications like lotions, oils, hair perfumes, body mists, shower gels, etc. of consumers' favorite scents will further feed the fandom and attract new consumers alike. Brands that continue to bring new applications of top-selling fragrances will do well, especially when said applications exist at different and new price points from the pillar perfume."
Pauly shared, "TikTok strongly impacts fragrance trends and is a great place to discover new things, but the overload of content and recommendations can get overwhelming. Perfume subscriptions and discovery sets allow consumers to figure out what works on their skin versus what they're seeing on social media, without spending hundreds of dollars. These trends also enable people to get away from their signature scent and build scent wardrobes."
3. Indie brands dominate much of the fastest-growing brands by search volume: While searches for designer brands continue to increase, the growth of niche and higher-end fragrance brands is urging them to expand their fragrance portfolios with luxury lines to cater to consumers seeking differentiation and a luxurious experience in their perfume choices.
Pauly adds, "We are seeing designer brands expanding their fragrance portfolio and introducing higher-end perfume lines, like Valentino’s “Haute Couture” perfume line, which is a more luxurious alternative to its mainline collection. Consumers who are really passionate about perfume want to wear something special, and a higher price point often signals exclusivity and rarity."
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