“Nobody could see this coming,” said Larissa Jensen, vice president of beauty and industry adviser at the NPD Group, of the boom in fragrance.
The category grew 82 percent year-over-year, from January to June 2021.
“It’s completely insane,” she continued, explaining that sales were driven by more expensive products with a stronger concentration of perfume oil, eau de parfum rather than eau de toilette. “The consumer psyche plays a very important role.”
— Read more at The Growth of Fragrance: Is It Sustainable?, from Women's Wear Daily, reposted at MSN Lifestyle.
Interesting article, mentioning big players like Dior, and then saying niche is where it’s at, growth in fragrance wise, but the example of niche is …Creed? Hmmm. Different frame of reference than where I am coming from, for sure. I had a sample of a Creed once, a gardenia, I think. It was ok. I think.
I had the same reaction about Creed! The writer was definitely unfamiliar with the perfume industry. I too have tried the occasional Creed and had the same reaction.
But Creed used to be widely adored at Basenotes, and perhaps still is…
Is it just my impression or Creed has a clearly male predominant customer base? Same for basenotes.. My personal theory is that women (in general) have maybe a wider range of self expression through makeup and clothing as a whole. So men really go big on perfume. Obviously a big generalisation but I think there may be some truth in that.
I was watching an interview to Pissara (the perfumer behind Dusita brand) the other day and she said that her 2 more masculine targeted perfumes were selling the most, though she has more perfumes leaning female (and which are just beautiful in my opinion).
Yes to both.
I wear a lot of men’s fragrances but really mostly dislike Creed, although at one time they made a rose I liked (pretty sure it is now discontinued).
Same here.. I have not been impressed by any of the female or masculine marketed from Creed, with the exception of the unisex Virgin Island Water with is a good citrus. Still, I don’t think the price point is justified.