A recent study has found that 40% of Gen Z individuals prefer to wear some type of fragrance wherever they go. Unlike older generations who lean towards scents like cut grass and sandalwood, Gen Z tends to gravitate towards fragrances such as vanilla, strawberries, cherry blossom, and ‘clean skin’.
The research revealed that a third of Gen Z individuals switch their fragrances based on the events they are attending and their emotional state. Interestingly, 80% of fragrance buyers admitted to selecting scents that boost their confidence or align with their mood.
The survey of 2,000 adults indicated that millennials favor mint scents, while Gen X prefers the smell of fresh laundry. Notably, 64% of Gen Z individuals who purchase scented products are willing to pay a premium for scents they love.
Furthermore, 18% of Gen Z individuals who appreciate ‘classic’ scents with rich and intricate fragrances associate them with nostalgia triggers. Vivek Sirohi from Unilever, the organization behind the research, noted that Gen Z tends to be more experimental with fragrances compared to older generations who stick to familiar scents.
A significant portion of Gen Z (approximately 30%) follows trends like ‘smellmaxxing’ – the practice of layering aromas – popularized on platforms like TikTok. Additionally, 34% of individuals regularly purchase beauty or personal care products influenced by online trends.
Interestingly, 56% of consumers buy scented products without smelling them first, relying on social recommendations or viral trends. Vivek Sirohi emphasized that for Gen Z, fragrance is a form of self-expression akin to fashion or music, with social media playing a vital role in shaping their preferences.
Sirohi highlighted Unilever’s commitment to innovation, blending science, creativity, and cultural insights to cater to the evolving fragrance preferences of Gen Z.