‘Super exciting’ times: Gen Z’s enthusiasm for perfumery unveils tremendous opportunities in Asia - WATCH

In the last decade, the Asian fragrance market has changed drastically. Perfumes have gone beyond their brands and the celebrities that represent them. The consumer now has a heightened appreciation for the art and craftsmanship behind each scent.

Beauty majors such as L’Oréal, Estée Lauder, and Coty have been observed robust fragrance sales, especially in Asia, where it has outpaced other categories.

Much of the growth we see today can be attributed to the Asia’s increasingly sophisticated Gen Z demographic.

Gen Zs now see fragrances as a medium of self-expression and a tool for self-care and wellness. Their heightened appreciation for fragrances is expected to be the driving force of the future.

According to data gathered by bespoke fragrance house, Maison 21G, this generation is growing more experimental and bolder with their fragrance choices.

Its most popular fragrance choices include tonka, mimosa, sage, and vetiver.

“It’s very interesting because we have fresh easy scents like ocean and bergamot, but also tonka as one of the bestsellers... And you have your intense fragrances like oud that are doing very well,” ​said founder and CEO Johanna Monange.

“It’s very interesting what we are discovering in Asia, and it makes the market super exciting for perfumers and people who are passionate about real perfumery.”​

Monange was among the key speakers for the inaugural Beauty Forward Summit hosted by CosmeticsDesign-Asia ​where she discussed the tremendous opportunity for fragrance among the Gen Z consumers.

However, she believes fragrance houses must work harder to connect with them, as they can be individualistic and have a strong sense of self.

“You can't have this mass message like this is my brand – take it or leave it. You really need to adapt your marketing mix to each country, the way you speak to them, you need to translate it in their language, even down to the ingredients.”​

For more insights on Gen Z and fragrance, you can rewatch Beauty Forward 2024 on-demand by registering here.​