Fragrance, once considered a mere sensory delight, has become a deeply transformative means to achieve well-being. Savvy beauty brands understand that fragrance is an emotional catalyst that drives sales, with many brands ramping up R&D to research the scientific impact of fragrance on mood, emotion, brain chemistry, and pleasure centers.
This intoxicating duality is the holy grail for brands looking to build a viral following of consumers who can’t get enough of their brand’s scents and the way they make them feel. In our November 2024 study, TBC queried more than 4,000 US beauty & personal care consumers to understand their fragrance passions.
92% of women and 90% of men state when selecting scented products, the fragrance itself is important to very important in their purchasing decision
84% will not buy a product with a fragrance they dislike even if the product has proven benefits.
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