A recent study has found that 40% of Gen Z individuals prefer wearing fragrance wherever they go. Unlike older generations who lean towards scents like cut grass and sandalwood, Gen Z tends to gravitate towards fragrances like vanilla, strawberries, cherry blossom, and ‘clean skin’.
The research also revealed that a third of Gen Z change their fragrances based on the occasions they attend and their emotional state. Interestingly, 8 out of 10 fragrance buyers select a scent that boosts their confidence or aligns with their emotions.
In terms of preferences, millennials show a strong liking for mint fragrances, while Gen X individuals are most fond of the smell of fresh laundry. Moreover, the study highlighted that 64% of Gen Z consumers of scented products are willing to pay a premium for scents they love.
A notable finding is that 18% of Gen Z individuals who appreciate ‘classic’ scents with rich and intricate fragrances associate them with nostalgia triggers. Vivek Sirohi from Unilever, the organization behind the research, mentioned that Gen Z tends to be more experimental in their fragrance choices compared to older generations.
The study also indicated that nearly one-third of Gen Z partakes in trends like ‘smellmaxxing’ by layering scents, often influenced by social media platforms like TikTok. Additionally, 34% of respondents regularly purchase beauty or personal care products inspired by online trends.
Interestingly, 56% of participants buy scented products without smelling them first based on social recommendations or viral trends. Vivek Sirohi emphasized that fragrance has become a form of self-expression for Gen Z, akin to fashion and music, with social media trends like ‘smellmaxxing’ showcasing their creativity and boldness.
In conclusion, the research underscores the evolving role of fragrance as a means of self-expression for Gen Z, prompting companies like Unilever to innovate rapidly by blending science, creativity, and cultural insights to cater to the changing preferences of consumers.