FEATURE
combination of classic fragrances and newer brands as well as unisex options .”
While heritage brands still have the biggest share of the overall fragrance market – Circana data shows the two top-selling fragrances in the US in summer 2022 were Dior Sauvage and Chanel Bleu de Chanel – it ’ s clear that more affordable and independent brands are penetrating the market more effectively than ever before .
Spate ’ s Fragrance Trends Report from July this year states that the most-searched-for personal fragrance brands include a mix of heritage brands , such as Versace ( 581.8K ) and Burberry ( 351.4K ), and attainable brands like Glossier ( 140.6K ) and Sol de Janeiro ( 64.1K ).
A list of the Top 100 Fragrance Brands Trending on Instagram by cosmetics market research firm Mintoiro in June found that Billie Eilish Fragrances and Kayali Fragrances were numbers one and two , respectively . South Korean brand Tamburins also made the top 10 , amongst luxury fragrance brands like Kilian and Mugler .
The big-name brands could learn a thing or two from these indie players about engaging consumers on social media and creating innovative brand narratives to future-proof their position in the market .
And in fact , Yves Saint Laurent may be doing just that . This August , the luxury brand launched MYSLF , a new scent that taps into several trends Gen Z favors , such as wordplay , gender-neutral marketing , and sustainability .
The name of the fragrance can be read in multiple ways : either as ‘ myself ’ or , as Yves Saint Laurent Beauty ’ s international general manager Stephan Bezy explained , it can be broken down into an ‘ M ’ for masculine , ‘ YSL ,’ and ‘ F ’ for feminine . Also , leaning into Gen Z ’ s desire for more eco-friendly packaging , the refillable bottle is made of recycled glass , and the box is Forest Stewardship Councilcertified mix .
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