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 Insider will publish NPD’s blog the day it’s posted to keep you in-the-know. Please see NPD’s latest post on the fragrance industry’s response to Pride month.

The month of June has traditionally meant two things: Father’s Day and the month-long Pride celebration. Across the globe, various events are held during this special month as a way of recognizing the influence LGBTQ people have had around the world. In the U.S., while Pride month is a celebration, with parades and events happening all over the country, it is also an important time when issues related to LGBTQ rights tend to garner increased attention.

In department stores and the apparel retail world, Pride is kicked off with a kaleidoscope of colorful merchandise pulled front and center, advertising affiliations with various LGBTQ charities. As June 2019 arrived, NPD watched as apparel retailers again raised the bar in their efforts to celebrate and bring awareness to all things Pride, but one interesting observation arose: most beauty retailers are conspicuously quieter in celebrating Pride month.

While a few skin care and makeup brands introduce limited-edition products with Pride themes, fragrance in particular was notably absent. It would seem natural that fragrance brands, specifically those marketed as gender-neutral would take part in the celebration of Pride. Genderless fragrance brands, which capture a small share of dollar sales in the U.S. prestige beauty market, have become a force in the industry with strong double-digit growth year-over-year. Consumers are clearly interested, so, it seems there’s a missed opportunity here.

With beauty brands and retailers at the forefront of the inclusivity movement, taking the lead in the celebration of Pride seems like a natural way to support the community that supports them. Creating robust Pride campaigns within beauty, and fragrance in particular, could not only drive engagement to support the LGBTQ community, but also drive incremental business for the industry.