As the fastest-growing high-end beauty category in the United States in 2021, NPD's latest report points out that high-end fragrances will once again show strong growth momentum during this year's U.S. holiday season.
This data shows that compared with the same period in 2021, from October 2 to December 3 this year, sales of mid-to-high-end perfumes in the U.S. market increased by 4%. The performance of this category during Black Friday and Cyber Monday also exceeded the overall sales growth of non-essential products.
As inflation pushed up product prices and high-end perfumes were discounted at lower consumers began to consume high-priced perfumes such as luxury brands sales in this category increased during the nearly nine-week holiday period.
It is understood that in the US perfume market, sales in December alone accounted for more than 50% of fourth quarter sales Sales of this category will continue to grow in 2022.
NPD beauty industry consultant Larissa Jensen said that after the epidemic, the growth of the perfume category in the US market has reached new heights, and this growth trend will continue.
Compared with online channels, because perfume products are scented products, most sales of this category during the holiday season come from physical stores, accounting for more than 70%. However, sales through online channels also show a growth trend.
In terms of popularity, Baccarat Rouge 540 has become the first choice for gift-giving perfumes for the vast majority of American consumers, with a gift-giving preference score of 9.52. This perfume has also received more than 100 million views on TikTok.
Ranked second is Dior Sauvage, with an overall score of 9.25 for gifting preferences. is the most viewed cologne on TikTok and the most searched cologne on Google .
In addition to the United States, French consumers' demand for high-end perfumes is also rising.
NPD data shows that as of August, sales of high-end perfumes in France have increased by 20% this year compared to the same period last year, and by 4% compared with the same period in 2019.
If broken down by price, sales of perfumes priced at 100 euros or more increased by 177% between 2019 and 2022. In the first eight months of this year, the sales of perfumes over 100 euros in the French market increased by 74% compared with the same period in 2021, accounting for 19% of total perfume sales, higher than 11% in 2019.
Enthusiasm for perfume consumption continues to rise, which has pushed the average price of high-end perfumes in the French market to increase by 5% in the first eight months of this year.
As far as the types of perfume products popular among French consumers are concerned, sales of eau de parfum increased by 23% compared with 2021 and 12% compared with 2019; sales of fragrance products increased by 60% compared with 2021, and sales increased by 168% compared with 2019.
It can be seen from the above that although the current economic situation has placed certain restrictions on the purchasing power of European and American consumers, for those who love perfume, this demand cannot be ignored. Therefore, the market popularity of this product has not diminished, and the order volume of sellers in related categories can still be maintained.
