Every month, various beauty industry analysts from The NPD Group write blogs about the latest trends being seen in beauty, based on the firm’s market information and insights. Through a partnership, Beauty News will publish NPD’s blog the day it’s posted to keep you in-the-know. Here, NPD’s new fragrance category analyst, Jacquelyn Wenskus, shares insights on holiday fragrance sales.
Typically, at some point during the holiday season, many shoppers find themselves in the fragrance department to purchase a gift that is not only personal and heartfelt, but also uplifting, luxurious, and memorable. In fact, according to NPD’s 2020 Fragrance Consumer Report, one-quarter of U.S. consumers who purchased fragrance within the last year did so during the holiday season, driven by the fact that fragrance makes such a great gift.* It’s no wonder that more than 35 percent of fragrance sales for the whole year happen during the holidays.**
The holiday season brings with it a new, festive assortment of fragrance gift sets. Most sets come with a perfume or cologne bundled with some variety of ancillary products such as lotion, aftershave, or a combination of them all – most often at a value. This year, fragrance sets are certain to bring cheer, as fragrance sales typically shift in favor of sets in November and December.
Throughout 2020, sales of higher fragrance concentrations such as eau de parfums and parfums have been a bright spot in the category, and the trend shows no signs of slowing down during the holiday season. These concentrations, which contain more perfume oils and less alcohol, offer a scent that is longer lasting and less likely to wear off throughout the day.
Scented home products have been flying off shelves throughout the year, driven by consumers’ prioritization of self-care and wellness, and more time being spent at home. Searching for comfort and retreat, many consumers have turned to products such as scented candles. In fact, 51 percent of fragrance users have used scented candles in their home within the last 12 months. *
Fragrance has a unique ability to evoke memories that transport us to a specific time or place, no matter how distant. Whether in the form of a fragrance set, perfume/cologne, or a home scent, these are perfect presents to create memories for the special people on our list.
*Source: The NPD Group/ Fragrance Consumer Study 2020 (Among Fragrance Users Age 13+)
**Source: The NPD Group/ U.S. Prestige Beauty Total Measured Market, November-December 2019