Each year we spend over £1.7 billion on our favourite scents. A whopping £1.5 billion of that is on fine or luxury fragrances. Smells like we’ve got great taste in perfumes.
£1.5 billion is a lot of money, so what fragrances are we buying? We’ve taken a look.
We like our scents strong
Perfume, eau de toilette, cologne, aftershave, eau de cologne...that’s a lot of choice. Each type of fragrance has a different concentration of perfume oil, making the fragrance last longer and smell stronger.
We like our scents long-lasting, with 8.2 million of us choosing an Eau de Parfum or aftershave in 2020.
With sales in luxury fragrances topping £1.5 billion in 2020, that works out at £188 each to spend on our favourite scents.
That works out as 1.5 big bottles of Chanel No. 5 or 3 big bottles of our Aventus fragrance.
Unisex fragrances are becoming popular
Floral notes are no longer only for female fragrances, and musk isn’t just for men. Spending on gendered fragrances decreased between 2018 and 2019, while unisex purchases soared by £11,000,000.
We’ve also found that women use their fragrances twice as frequently as men. Guys, it’s time to catch up.
What are our most popular brands?
There are some timeless scents brands that we return to time and time again.
For men, it’s any Calvin Klein fragrance. For women, it’s Chanel.
But then there’s the specific perfumes or aftershaves that we love. Boss Bottled by Hugo Boss is the most popular choice for men and, consistently, women love Chanel No. 5.
Not only do men spend less on fragrances, but it also looks like they’re less likely to be loyal to a single brand. 64% of our sales from 2018 to 2021 were for men’s fragrances. So men don’t care what they smell like, just so long as it’s good. And all of our fragrances smell really good.
But what makes a good fragrance? It turns out it’s bergamot. Bergamot looks like a cross between a lime and orange. It makes for a good fragrance ingredient because it balances out the scent.
The north smells the best
According to our sales data, Leeds is the best selling city in the UK. Followed by Birmingham, Glasgow, Manchester and Liverpool.
So the further north you travel, the better it smells.
Looking for a new fragrance to add to your collection? Our range of fragrances for men and women are inspired by designer scents. They contain 90% of the same ingredients but for a fraction of the price. It’s designer fragrances at high street prices.