Capturing young consumers, Gen MZ and Alpha, ‘YOUTH APPEAL’
For many years, capturing younger generation was seen as one of fragrance’s biggest challenges. But since the pandemic and the category’s ensuing strong growth, mindsets have shifted, and brands have managed to engage young consumers more than in the Past.
The smell of TikTok
The explosion of fragrance on TikTok, particularly in the US, has taken many by surprise. “The hastag Perfumetiktok has more than 8 bilion views, it’s just unbelievable, and all of that is driven by the younger consumer,” says Estee Lauder Companies(ELC) Executive Group President Stephane de La Faverie. ELC’s Jo Malone London brand recently partnered with model Sofia Richie Grainge on a TikTok campaign that de La Faverie says led to double-digit growth for each reference mentioned in her posts. It is one example of many.
“The rise of fragrance influencers on social media, particularly o nTikTok, is driving category growth,” agrees Coty Prestige Chief Commercial officer Caroline Andreotti.
“TikTok is a very interesting way of reaching new consumers, and we are just scratching the surface, there’s so much more we can do,” observes Puig Chief Operating Officer Javier Bach. “ With young consumers, you need to play social big time, it’s crucial. They go to stores if there is something interesting, but the way to learn is through social.”
The key to building TikTok messaging on fragrance is authenticity and storytelling, observers say. “These influencers are introducing consumers to different fragrances and offering an authentic way to engage with the product virtually before making a purchase,” Andreotti believes.
New habits
Genderless fragrance, scent wardorbes, layering, solid perfumes, nomad perfumes such concepts are coming into their own with younger consumers, while cause marketing and sustainability built into storytelling are seen as essential. Packaging is also a significant driver, and fun formats, such as Coty’s Dasiy Drops from Marc Jacobs in a candy tin, for example, are emerging to tap into this.
Meanwhile, the common belief that niche and artisanal scents primarily appeal to turned on its head. “Rich, deep storytelling is a way to break the barrier of pricing that I don’t think is necessarily an issue today,” says de La Faverie. One industry executive adds: “For certain high-end lines, the vast consumers. This is particularly true in China.”
It is a desire to stand out that is driving this wave, observers say. “Consumers aged to differentiate themselves,” says BDK Parfums Founder David Benedek.
A seeming paradox, however, is that young consumers are often drawn towards more minimal scents which aligns with demand for transparency and formulas perceived as natural. Concepts like Chloe’s Atelier des Fleurs, with each scent representing a bloom and designed to be layered, have reportedly been particularly successful with young consumers. This also ties in with the growth of fragrance wardrobing. “Younger consumers shop by occasion. Luxury fragrance allows them to tailor the fragrance to their mood or the occasions,” says de La Faverie.
Getting the price right
It is not just the high end doing well, however, Plenty of content on social media also centers on lower-priced scents, and brands like Maesa’s Fine’ry, Exclusive to Target in the US, and the UK’s Marks & Spencer with its fragrance collection are resonating with more budget-conscious young consumers. Far from a threat to the core prestige market, such initiatives may serve to stimulate and drive recruitment for the future.
With the number of young consumers around the world accessing fragrance set to multiply, there are opportunities to be seized. “Younger consumers, Gen Z and Gen Alpha, are set to grow 3 times faster than any other generation and will drive the majority of the growth of the luxury business,” de La Faverie believes. Tailoring both product and content according has become one of the industry’s biggest strategic priorities.
(Written by Alex Wynne / Editor Miso)
