At her recent presentation at in-cosmetics Global, “Fragrance Frenzy: Scents & Emotions Consumers Crave from Your Brand”, Jennifer Stansbury, co-founder and managing partner at The Benchmarking Company, presented the results of extensive research on how emotions and sensory experiences influence the consumer’s relationship with fragrances. With data from more than 4,000 U.S. consumers, her analysis sheds light on a market increasingly driven by personalization, emotional functionality, and the desire for multi-sensory connection. At Next in Beauty, we spoke with her about what consumers are really looking for today when choosing a perfume.
1. Why do you think fragrances are becoming the most powerful tool to connect emotionally with consumers after the post-pandemic era?
Fragrance has become a profound transformation to achieve the expression of well-being and identity, especially after a few years of self-isolation in which we have fallen during COVID. Fragrances such as perfumes and cologne, as well as cosmetic and beauty products that contain fragrances, are part of the self-care products of U.S. consumers, which not only affect her but also those around her, sharing her experience as a means of connection.
2. What kind of emotions are consumers looking for through fragrances and how do these translate into olfactory notes?
In a TBC study of more than 4,000 people, conducted in January 2025, almost all U.S. consumers believed that the power of a good fragrance positively influenced their mental well-being. 99% believe that a fragrance can impact their character and that they are able to provoke emotional connections and memories, 96% of those who participated in this study believe that it impacts their emotional well-being.
Women look for scents that provoke specific emotions: 70% say they look for fragrances that remind them of happy moments in their lives. 55% buy fragrances that remind them of their loved ones, 49% buy scents that remind them of a time or pleasures of their childhood, such as the places where they spent their summers.
Men also have other ways of buying their fragrances. For example, of the more than 200 men who participated in the study, 58% say they value scents that remind them of happy times; 46% like those scents that remind them of their loved ones; 39% look for seasonal scents and 31% buy scents that provoke nostalgia for places they have already visited.
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