Fragrance Usage is on the Rise, According to Vertis

Three-quarters of women now wear perfume and more than two-thirds of men use cologne, showing a significant increase from 2002, according to “Customer Focus 2003: fragrance study,” by Vertis, Baltimore, MD.

“When it comes to fragrance usage the new survey shows a year-to-year increase of 14% among women and 9% for men,” said Therese Mulvey, vice president marketing research. “The popularity of wearing a scent waned in 2002, an indication of the general economic and emotional state of the American public a year ago. The good news for fragrance brands and marketers is that perfume and cologne have become more important to consumers.”

Results also revealed that 65% of women said they have purchased perfume in the past 12 months compared with 55% in 2002, and Generation Y, Gen X and Baby Boomer females are 11-13% more likely to buy a fragrance today than they were in 2002. Senior women are the only generation to show a decline in purchasing behavior, 51% in 2002 versus 43% in 2003. Hispanic women spent $40 more than the average woman on perfume and cologne in the past 12 months.

As for men, 59% said they have purchased cologne in the past 12 months compared with 47% in 2002. Gen Y men are the only age group to wear less fragrance than they were a year ago. More info: (619) 234-0345.