Young women are the heaviest fragrance users, according to a recent survey by NPD Group. However while young women are more likely to wear fragrance, their purchases lag behind other groups. According to NPD’s annual Women’s Fragrance Track study, although women 18 to 24 years old used more fragrance than older women in the past year, less than 60% of them purchased a fragrance. In contrast, 63% of women 25- to 34-years old, 62% of women 35- to 44-years old and 64% of women 45- to 54-years old purchased women’s fragrance products within the past year. When young women do purchase scents, they’re often looking to specialty stores, mass merchants and drug stores for their fragrance needs according to NPD, however their fragrance spending at department stores has remained stable.
“This age group is also more likely to purchase celebrity brands and newer designer brands,” noted Ms. Grant. “Understanding these young women––who they are, what they want and how to message this to them––will be the key to future growth. Whoever gets their attention wins.” More info: www.npd.com.