Gen Z & Fragrance

What do you think Gen Z want from fragrance?

Being one of the leading and most influential consumer demographics, Gen Z are particularly attentive when researching brands and products, not just in terms of material evaluation of the product, but mostly from a critical reading of the market. 

Some key factors to influence a purchase for Gen Z are definitely brand's ethos, marketing transparency, sustainable sourcing and ethical manufacturing . 

They urge companies to be participative and attentive about how our society is shaped and quickly reformed. Products have to have a social and environmental footprint. 

An understanding of different budgets and needs is also important:  be it in size formats , loyalty schemes or complimentary services. Marketing language is also subjected to critique, as a lot of traditional perfumery language can cause misunderstandings. 

Why is self-expression and identity so important to Gen Z?

Being the first generation born with social media, knowledge accessibility is a key factor driving Gen Z's understanding of their social and cultural identities. 

With so many online resources facilitating the spread of information and knowledge, it is no surprise Gen Z are particularly open to share their personal and communal experiences, normalising an unprecedented dialogue on themes like social inequalities or general wellbeing. With a broader understanding of our human differences, they understand how self-expression is a powerful tool for representing / performing distinction and community. Hence why this ''use-abuse'' of short-lived trends and aesthetics. 

Why is nostalgia key when choosing fragrance for Gen Z?

Scent is strongly tied to memory, and for most of consumers a fragrance purchase is dictated by our personal taste, which is formed throughout our upbringing. In terms of olfactory facets, ingredients, and notes, we are likely to be driven to buy a scent upholding a positive association.

For examples gourmand notes and fragrances have been on the spotlight for the past years, as they appear to be some of Gen Z's favourite facets. This shouldn't surprise: gourmands are supposed to recreate smells of edible things. Cherry, Peach, Vanilla, Toffee ... all these notes have been a beloved ingredient because of their ordinary, familiar nature for the majority of us. 

Tik Tok is an interesting social media platform to analyse for its fragrance community, as its mostly driven by Gen Z. Among many, the work of @invisiblestories is particularly impressive as Tracy has this fascinating, deeply accurate yet digestible skill of explaining perfumery and olfaction. Having these accessible examples of content creators addressing the various connection between memory and scent, consumers become empowered, educated, and capable of addressing their scent memories and olfactory heritage.

What do you think the future of fragrance is as Gen Z become key consumers?

The fragrance industry is undergoing a proper revolution, reaching new sales records, and organically originating wider online communities of passionates and reviewers. 

This generation backs science, is less sceptical of online misinformation in regards to fragrance, and rather thinks of fragrance as a key factor for shaping their daily identity presentation and general wellbeing- just like previous generations used to do mostly through the use of fashion.  

As this generation matures and enters adulthood, the olfactory trends are also likely developed and stabilise within the upcoming years.  With the industry becoming more inclusive and diverse, making perfumery education an accessible resource, the industry should guarantee a growth of career paths. Everyone interested in the power of smell should be able to consider joining the industry!

What role do you think fragrance plays in mental health?

For the majority of consumers, fragrance is a stable element for improving wellbeing. 

Just looking at the connection between the COVID-19 pandemic, its various lockdowns, and the industry economic boom, many have testimonies how fragrances were an important companion during these isolating and frightening times.  With anosmia becoming one of the most common symptoms people realized the power of smell.

Aromatherapy is being more and more researched, and its benefits are being tested and backed up from science.