With the holiday season in full swing, we’re busy finalizing our lists and making sure we’re ready for the hectic weekend of shopping after Thanksgiving. While you might have most of your gifts picked out (lucky you!), shopping for the beauty lover in your life can prove tricky. Luckily, we have some last-minute inspiration: Circana’s Holiday 2024 Purchase Intentions Report revealed that fragrances dominate holiday wishlists this year. Get the details ahead.
Fragrance Takes Top Spot as Fastest Growing Beauty Sector
Over the past several months, we’ve experienced a fragrance renaissance. Brands are reformulating or reviving their fragrance collections and focusing on new, versatile scents to cater to our fragrance wardrobes rather than releasing a signature scent. As we head into the holidays, the push for fragrance amongst consumers is only increasing. According to Circana’s study, the fourth quarter represents over 40 percent of annual sales within each fragrance channel, flagged by Beauty Packaging.
Circana’s data also found that this year, 18 percent of shoppers are planning to gift perfume or cologne to their loved ones this holiday season, largely among Gen Z and Gen Alpha audiences. The prevalence of what has become known as “PerfumeTok”—a subset of the larger beauty side of TikTok—is largely to thank for the popularity of fragrances for gifts amongst these younger generations, the study confirms.
Just one quick visit into the videos under PerfumeTok shows that the interest in fragrance is not only steadily rising, but surprisingly versatile, with fragrances of all price points going viral. On the more affordable end, brands like Dossier, Sol de Janeiro and Oakcha continue to be fan favorites across the app, while more luxury brands like Burberry, Tom Ford, YSL, Diptyque and Maison Francis Kurkdijan remain equally as influential.
