Heidi Norton
The use of perfume is widespread across the world, with ancient texts and archaeological excavations indicating its use in some of the earliest human civilizations. Modern perfumery began in the late 19th century with the commercial synthesis of aroma compounds, and the industry has continued to grow and evolve since then. Today, perfume is used by people of all ages and demographics, with variations in usage rates across different countries and regions. For example, citizens of Turkey, Argentina, Serbia, and Poland are among the most frequent users of perfume, while Finland, Sweden, Thailand, Singapore, and China have lower rates of regular perfume use. In the US, perfume buyers tend to be millennial women, with Gen Z and millennials driving the industry. Perfume is often used as a form of self-expression, enhancing one's mood, confidence, and personal appeal.
| Characteristics | Values |
|---|---|
| Countries with the highest perfume use | Turkey, Argentina, Serbia, Poland, Latin America, and Nigeria |
| Countries with the lowest perfume use | Finland, Sweden, Thailand, Singapore, and China |
| Age groups with the highest perfume use | 18-29-year-olds |
| Age groups with the lowest perfume use | 60+ |
| Gender with the highest perfume use | Women |
| Racial demographic with the highest perfume use | White |
| Education level of perfume users | 43% have at least a bachelor's degree |
| Political affiliation of perfume users | 70% of millennial women identify as Democrats |
| Income of perfume users | Median income of $39,000 |
| Reasons for using perfume | Enhancing mood, boosting confidence, aromatherapy, enhancing attractiveness |
| History of perfume | Ancient civilizations in Mesopotamia, Egypt, Indus Valley, and possibly China |
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What You'll Learn
Perfume sales soared during the pandemic
Perfume sales have soared during the pandemic, with fragrance sales constituting 12% of overall sales and growing faster than other divisions in the past couple of years. This boom in sales is surprising given that lockdown restrictions were in place, and makeup and beauty sales dipped considerably. However, fragrances became a small luxury and an affordable treat for consumers during the pandemic.
According to NPD Group's Larissa Jensen, fragrance sales jumped 45% in the first quarter of 2021 compared to the previous year. Jensen attributes this surge to consumers wanting to escape and treat themselves during tough times. This phenomenon is similar to the lipstick index, where consumers will still carve out room for small luxuries during economic downturns. In 2020, with masks obscuring our faces, lipstick sales plummeted, but fragrance sales thrived.
The fragrance category includes not just standard perfumes but also home fragrances and candles, which have been popular as people spent more time at home. Interestingly, customers are buying jumbo-sized bottles of highly concentrated scents like eau de parfums from luxury brands, and they prefer to buy these in-store rather than online.
The increase in perfume sales is also reflected in the performance of perfume stocks. ULTA, a U.S.-based fragrance giant, saw excellent revenue growth, with healthy growth across all its divisions. Estee Lauder, another cosmetic giant, also saw tremendous revenue and EBITDA growth.
Perfume has long been an important part of human history, with ancient texts and archaeological excavations showing the use of perfumes in some of the earliest civilizations. Even today, perfume continues to be significant in consumers' lives, with many people using perfume daily and reporting that it makes them feel more confident and attractive.
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Women in the US buy fragrances more often than men
The use of perfume is widespread, with ancient texts and archaeological excavations indicating that perfumes were used in some of the earliest human civilizations. Modern perfumery began in the late 19th century, and perfume continues to be a significant part of many people's daily lives.
In the US, women purchase fragrances more frequently than men. Women are more likely to view fragrances as a personal treat or a way to enhance their mood, and they are more likely to choose a scent based on how well it fits their personality. They are also more likely to experiment with different perfumes, opting for smaller bottles and samples. According to a report by NPD, women in the US buy new perfumes as often as once a month, while men purchase them only once or twice a year. This behavior is reflected in sales data, which shows that sales of perfumes less than one ounce have grown by 16% in the last two years, outpacing the overall growth of the women's fragrance market.
Millennial women are the primary purchasers of perfume in the US, and they tend to have a higher level of education than the average American, with around 43% holding at least a bachelor's degree. They also have a median income of $39,000. This demographic is more likely to research fragrances online before purchasing them in physical stores. Their purchasing decisions are influenced by their moods, and they take longer to decide than men, wanting to “live with a scent" before investing in a new fragrance.
African Americans, Hispanics, and Asian consumers have been found to spend a significant amount of money on women's fragrances. Despite making up only 14% of the US population, African Americans account for 22.37% of the total spend on these fragrances.
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The art of perfumery dates back to ancient civilisations
The art of perfumery, or the process of making perfumes, has a rich history that dates back to ancient civilisations. One of the earliest known perfumers was a woman named Tapputi, mentioned in a cuneiform tablet from Mesopotamia in the 2nd millennium BC. She distilled flowers, oils, and calamus with other aromatics, filtered them, and put them back in the still several times.
Ancient Egypt, dating back to approximately 4500 BC, is considered the cradle of perfumery. The Ancient Egyptians were among the first to master the art of perfumery, using a variety of plants, resins, and animal-based ingredients to craft perfumes, ointments, and fragrant incenses. They had a thorough understanding of the techniques required to combine these ingredients and used perfumes in their spiritual ceremonies, funerary rituals, and beauty and grooming routines. The production of perfumes in Ancient Egypt was a complex process, requiring various tools such as mortars and pestles for grinding and mixing ingredients. They also employed techniques like extraction, distillation, and enfleurage to extract oils and essences from plants, flowers, and herbs.
Perfumery also existed in the Indus Valley Civilization (3300 BCE - 1300 BCE), where references to perfumes are found in ancient Hindu Ayurvedic texts. In Ancient Rome, a perfume salesman was called a "seplasarius," named after a street in Capua known for its high-quality perfumes. The Romans, along with the Greeks, extracted perfumes from diverse sources such as flowers, woods, seeds, roots, saps, and gums. They used various types of oils as the "vehicle" of perfumes, choosing those with the least odour to avoid overpowering the natural fragrance of other raw materials.
The Islamic world, particularly the cities of Al-Andalus in Spain, became major producers and traders of perfumes during the Middle Ages. The Persian chemist Ibn Sina (Avicenna) introduced the process of extracting oils from flowers by distillation, which remains the most common method today. The first modern perfume, made of scented oils blended in an alcohol solution, was created in 1370 at the command of Queen Elizabeth of Hungary and became known throughout Europe as "Hungary Water."
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Different scents evoke emotions and memories
The use of perfume is widespread, with buyers in the US tending to be millennial women. A study by Statista revealed that 44% of Americans aged 18 to 29 use perfume daily, while 28% use it several times a week, and 8% use it once a week. In comparison, only 22% of Americans aged 60 and older use perfume daily.
Perfume is a mixture of fragrant essential oils or aroma compounds, fixatives, and solvents used to give off a pleasant scent. The art of perfumery began in Mesopotamia, Egypt, the Indus Valley civilisation, and possibly Ancient China. Ancient texts and archaeological excavations show the use of perfumes in some of the earliest human civilisations.
When you inhale a fragrance, scent molecules travel through the nose to the olfactory bulb, which processes smells and sends signals to emotional centres. This rapid process triggers neurotransmitters such as serotonin and dopamine, influencing your emotional state. Woody notes like sandalwood and cedarwood evoke feelings of grounding and stability. Citrus scents like lemon can improve focus and reduce fatigue during work hours. Lavender-based perfumes help create a calm environment during stressful moments.
Scents can also enhance social interactions, as wearing appealing fragrances boosts confidence in social settings. A partner's fragrance can become deeply ingrained in your memory, enhancing emotional bonds over time. According to a survey, 70% of Spaniards claim that certain perfumes remind them of people they love.
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Perfume is a form of self-expression
The use of perfume is widespread, with buyers in the US tending to be millennial women. According to a study by Statista, 44% of Americans aged 18 to 29 use perfume daily, while 41% of Americans between 30 and 49 use perfume daily.
In prehistoric societies, natural ingredients like flowers, herbs, and resins were used to create scents. One of the earliest cultures to employ perfume was ancient Egypt, where it was used during religious rituals and for personal cleanliness. Ancient Greece and Rome also used perfume, applying it to costumes and theatrical masks. In the Middle Ages, fragrances were seen as a luxury good used to mask physical stench, with natural ingredients like rosewater, lavender, and orange blossom.
Today, perfume is often associated with luxury and glamour and is worn on special occasions or to make a statement. However, it can also enhance the wearer's natural scent, creating a unique and memorable fragrance. Personal preferences and lifestyle can influence perfume choices. For example, someone with an active lifestyle may prefer a lighter, fresher scent, while someone seeking a more sophisticated image may opt for a more complex fragrance.
The sense of smell is intimately linked to memory and emotions, making fragrance a unique way to create lasting impressions and express oneself. This can be achieved through the art of layering, combining two or more perfumes to create a personalized scent.
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Frequently asked questions
Very common. Perfume has been an integral part of human civilisation for centuries, with ancient texts and archaeological excavations showing its use in some of the earliest civilisations. Today, perfume sales are booming, with a thriving fragrance industry. According to a survey by Cosmetify, citizens of Turkey and Argentina were among those most likely to wear perfume regularly, with 82% of Serbian and 79% of Polish respondents also reporting regular use.
Women are more likely to purchase fragrances than men, with women in the US buying perfumes once a month, compared to men who buy once or twice a year. Millennials and Gen Z are the driving force behind the perfume industry, with 44% of Americans aged 18-29 using perfume daily, compared to 41% of 30-49-year-olds and 22% of over 60s.
People wear perfume to boost their confidence, improve their mood, and as a form of self-expression. Perfume can also evoke memories and be used to relax or uplift the wearer.
People often research perfumes online before buying, looking at reviews and scent notes. They may also be influenced by social media personalities and the concept of a "scent wardrobe", where different scents are worn for different moods, identities, and occasions.
