We know that the perfume market has never been more flourishing than now. According to a report by the American company McKinsey He is experiencing a real boom, with an expected growth rate of 7%, overcoming make-up and skincare. A gradual development that, based on current forecasts, should remain constant at least until 2028.
Perfumes, for Gen Z is personal branding
Gen Z is the driving force of this surge. Recent data show that in only 2023, 83% of those born between 1997 and 2012 purchased perfumes, placing it as generation in first place in terms of olfactory purchases. The perception of this object of beauty is changed: for the under 25 the perfume represents a distinctive element of theirs personal branding.
To dictate the trends, social networks such as Instagram, but above all Tik Tok where Under hashtags particularly followed the digital natives, informed and competent, discuss agreements, notes and jus, also influencing the choices and wishes of an ever wider audience.
Today’s teenagers are not only experimenters, but also Aware consumers: They know the olfactory pyramid, they know how to recognize the notes and read an inci. But above all, they seek perfumes capable of reflecting their personality. The fragrances thus become an invisible head of clothing, a way to tell the world without having to speak.
Perfumes, communication passes from the #Hashtag
Meanwhile, on Tiktok, Creator’s videos are not counted that explain how tshaving a certain message through olfactory notes: In fact, each expresses something. For Boomer parents listening. Right away We translate the odoric language of your children through the #Hashtag. Thank us as well.
With its over 4 billion views, the hashtag #perfumetok, He also underlines the profound emotional bond between the gen z and the role of perfume, and has become epicenter of debates and discoveries, populated by millions of Scent Influencer. Here are the perfumes that have become viral, like Missing person (22 million views in a few weeks on Tiktok and 200 thousand customers on the Waiting List after the launch) of the Phlur brand.
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It is the first perfume that accompanies sadness when someone is missing. Therefore a fragrance that expresses a sense of melancholy. The viral perfume was described as nude and evocatic of the smell of the skin of a loved one. The olfactory composition includes head notes of musk, bergamot and jasmine; Heart notes of Nerooli, cyclamen and orange flower and background notes of white musk, Australian sandalwood and white wood.
Always on #perfumtok there is also talk of the notes and what they express: one wants to be around a mysterious allure It is necessary to focus on a single ingredient, the tobacco, while to communicate that Irresistible mix of malice and innocence Nothing is better than a fragrance to cherry. Clearly if they want to send positive vibes Nothing, however, is better than a citrus. While, if you want to shout to the world that It did not comply with the masswe need to wear jus unisex and unusual: perfumes at Notes of steam and bamboo rice they are gaining land as well as those to the fresh and aromatic agreements of tomato.
Among the most original categories that of those who want to be Wrapped in a vintage aurea. On Tiktok the hashtag #oldbookscENTS, for example, is followed by those who love the smell of libraries. We realized that the pages printed before 1850 released a smell similar to vanilla, with classic and comforting smell. According to an investigation by Klarna, the global digital bank and leader in flexible payments, If there is an ingredient that is conquering everyone, it is precisely vanilla. The Italians use it as a soft and sensual base to be enriched with coconut, musk or flowers. On Tiktok they go crazy the combo Kayali Vanilla 28 + brume Sol de Janeiro: the perfect mix between sweetness and personality.
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Following the hashtag #smellrich, but also #richgirlperfume and #smellexpensive you can follow advice to choose a perfume that communicates The idea of luxury: For this it is better to head on Notes of Rosa and Oud. While #mostcomplimentperfume, indicates those perfumes whose trail attracts compliments (the sample, according to the experts of the Net, is Baccarat Rouge by Maison Francis Kurkdjian). So if you are Looking for attention, focus on a Amber and woody bouquet It will be the right move.
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The addicted of sustainability, on the other hand, consult #greenscreen, but also #Forestperfumes, #rainperfume, To discover those fragrances that express theirs love for l‘environment. This desire to smell uncontaminated spaces meant that perfume producers manage to capture and reproduce in the laboratory the smelling molecules of a sunny beach, wetland after the rain or a mountain forest. And now, tell him with a perfume.
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Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
