Female fragrance wearers can agree that fragrance is a way to enjoy themselves and a means for self-expression. But, not all wearers buy their fragrance in the same fashion. This report explores the different types of female fragrance wearers, from those who are long-time loyalists to those who keep several fragrances in the rotation.

The women’s fragrance category, worth an estimated $4.2 billion in 2006, is a fast-paced market that is part science and part image. The market is facing many challenges. For instance, the aging population is a detriment to the category, given that older women are less likely to be users. But, celebrity fragrances are bringing energy to the category that is igniting interest among many consumers, especially girls 12–17. As affordable luxury providers, category makers and marketers must have a solid understanding of consumers’ willingness to indulge themselves and others with fragrance gifts.

Age greatly influences fragrance choices and, as such, Mintel commissioned two custom surveys to create this report: one among women 18+ and another among teen girls 12–17 who wear at least one fragrance. Several questions overlapped in these surveys, giving Mintel the opportunity to compare and contrast the types of fragrance brands women and teen girls wear most often, as well as women’s and teens’ interest in specific fragrance innovations. The data reveal teen girls are significantly more open to fragrance technologies, including mood elevating fragrances and fragrances that taste good. Furthermore, it is teens who are helping to rejuvenate the category with the purchase of celebrity fragrances.

Visual advertising is a common vehicle, as fragrances are purchased not just for their scents, but also for the image a woman would like to project. The perfume and cosmetic industries combined spend approximately 9% of total sales on advertising. This report explores five forms of television advertising in the category.

Players need to be aware of the potential pitfalls of the future, including the aging population. As older consumers tend to be more sensitive to chemicals, including fragrances, market players will have to be prepared for some backlash. This report prepares the reader for the numerous opportunities and challenges ahead.

Definition

This report covers the U.S. market for female fragrances in all forms, i.e. spray, pour, solid, and oil. The market can be broadly segmented according to a product's strength (the grade of alcohol denotes the percent of alcohol to water):

Eau de toilette (EDT) is a 6-15% solution of fragrance oil in an 80% grade alcohol.

Cologne is a 3-6% solution of fragrance oil in a 70% grade alcohol.

Perfume or an eau de parfum usually contains 15-25% fragrance oil in pure ethyl alcohol.