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. Please see NPD’s latest post on scent sales predictions for Valentine’s Day.

For some, fragrance can feel like a sensory photo album for their life – transporting one back to a certain time and place, even better than a photo.

As Valentine’s Day approaches, fragrance remains a favored gift. In 2019, the two weeks leading up to the holiday generated more than $170 million in fragrance sales in the U.S. prestige market, increasing by 5 percent from the previous year. While women’s scents made up over 60 percent of sales, men’s scents grew the most – up 7 percent.*

This year, new fragrance launches for 2020 are already in stores and waiting to be discovered. While fragrance can be found in many places, department stores are the preferred destination. According to NPD’s Scentiments consumer study, 41 percent of fragrance purchasers make their purchases in department stores.**

As observed during key gifting periods in 2019, fragrance sales continue to grow. Estimates are Valentine’s Day 2020 will not disappoint. Whether it’s a new or classic scent, fragrance gift giving remains closely tied to this holiday. While flowers and chocolate quickly disappear, fragrance lingers and brings with it an imprint that may last a lifetime in someone’s memory.


*Source: The NPD Group/ U.S. Prestige Beauty Total Measured Market

**Source: The NPD Group/ Scentiments Fragrance Journey 2019