The global fragrance market is thriving, with projections indicating a revenue of $45 billion by 2025, significantly driven by Gen Z and millennial consumers. A notable influencer, Chappell Roan, showcased a product from Thin Wild Mercury, which resonates with this generation's unique scent preferences. Emotional connections to fragrances have intensified post-COVID, as consumers engage in practices like scent layering and wardrobeing. The rise of platforms like PerfumeTok has greatly influenced fragrance sales, highlighting a cultural shift in how fragrances are perceived and marketed.
The global fragrance market is the biggest it has ever been and still growing; it is set to generate revenue of about 45bn in 2025, according to Statista.
PerfumeTok drove 45% of social media scent sales in the US by 2023, reflecting the change in consumer behavior among younger generations.
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