Recent data suggest that Gen Z have been a significant influence in the fragrance market.
According to Statista, 65% of Filipinos and 57% of Malaysians claim to regularly buy cologne.
Meanwhile, fashion and beauty e-tailer Zalora, said fragrances are now the fifth most-searched beauty product in 2024, ahead of concealers, toners, and lip gloss.
“When SEA Gen Z buy perfume, they are basically hitting three birds with one stone. Perfume offers self-care, self-expression, and also affordable luxury,” explained Ann Domingo, analyst Canvas8 Asia-Pacific, a global market insights firm.
Despite the inflationary pressures, fragrance has remained relatively unaffected as compared to other luxury beauty categories like skin care.
“Nowadays, perfume is kind of seen as a cost-effective luxury purchase, because not only does it enhance self-expression, but it also functions as a wellness product that can help Southeast Asians cope with financial stress,” Domingo told the Beauty Broadcast.
According to a pilot study on Filipino use of designer and luxury perfumes by a team from the Don Honorio Ventura State University, 84.1% of users cite confidence boosting as the chief reason for using fragrances.
At the same time, gaining popularity and attractiveness are actually some of the lowest ranked reasons.
Domingo added that the accessibility of luxury fragrances has increased exponentially with e-commerce website like Shopee and Lazada.
Additionally, more luxury houses start to set up shop in the region. This includes fragrance brand such as Jo Malone, Maison Margiela, and Le Labo, which have all unveiled stores at Manila’s Greenbelt 5.
Unlike their older counterparts, Gen Zs have a different definition of luxury, choosing to prioritise reputation over quality.
According to a 2024 insights report by the Blue Bell Group, 82% of consumers from Singapore and Malaysia believe luxury is defined more by the quality of materials and craftsmanship than by design or branding.
“Niche perfumes, especially when these are mixed and layered, also allow Gen Zers to experiment with their individuality and helping them become more unique among their friends,” said Domingo.
To hear more insights into how else Gen Z is driving SEA perfume sales and what kind of perfumes they are looking for, check out the video above.
