And in fact, what consumers are doing, [they're] spraying more, especially Gen Z, who use fragrances not [only] on their skins, they use fragrances on their clothes and outfits. So they spray much more, and it's shortening the lifespan of the usage of the product. So that's what explains, in fact, this boom, both in volume and in value behind this market.
— Read more in It's not just beauty. Fragrance is ‘booming in the US,’ Coty CEO says at Yahoo! Finance.