Fragrance has always been an emotional catalyst that can drive sales, and now, savvy beauty brands are investing in R&D to delve into the scientific impact of different fragrances that affect mood, emotion, brain chemistry, and pleasure centers. The goal? 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, The Benchmarking Company queried more than 4,000 US beauty & personal care consumers to understand their fragrance passions when buying skincare, hair care, and fragrances.
The Psychology of Scent
Almost all consumers (99%) agree that fragrance can impact their mood, with 96% also agreeing that fragrance can evoke a strong emotional connection or memories. An equal number of consumers (96%) say that fragrance in beauty and personal care products enhances their emotional well-being.
Nearly three-quarters (70%) of buyers have tried essential oils and aromatherapy in the past or currently to reduce stress (86%), boost their mood (84%), and help improve sleep (70%).
CLICK HERE TO READ THE REST OF THE STORY