It is evident from Kantar Worldpanel’s usage data that many European women are fragrance lovers, especially the Spanish, with 72% of them using fragrance. This compares to 68% of Polish, 64% of French, 54% of German, 51% of UK and 50% of Italian women. This passion for fragrance puts Europe ahead of the US, where only 28% of women claim to use fragrance.
— Read more at When New Is Not Enough! Fine Fragrances Fall Flat at Happi.
*raises eyebrow*
As we all know, anedote is NOT plural for data.
“This passion for fragrance puts Europe ahead of the US, where only 28% of women claim to use fragrance.”
Which women, how was the poll conducted? When they say ‘fragrance’, do they mean ALL fragrance body products, or just perfume/cologne? (that is a key sticking point, as many people do use perfumed soaps, oils/lotions, splashes and deodorants than straight up perfume/cologne), and do those claims match up to SALES of the products?
*wags finger at sloppy data sets*
I have no idea if their data set is sloppy, but of course all such data sets are at least somewhat suspect. All the same, my n=1 experience is that in fact I smell more perfume “on the street” in almost every other country but the US. (I have not been to Asia in so long it doesn’t count in my own data set.)