11.19.23
Fragrance trends change with the seasons, but scent profiles have their own lingering evolutionary existence. This winter 2023, Gen Zers – who comprise the largest age group sweet on smelling good – are basking in the classics: vanilla and musk.
On Cloud Nine With Vanilla
According to beauty trend tracker Spate, vanilla has long been a staple on all beauty enthusiasts’ vanities and the unofficial spokesperson for Bath and Body Works, taking over from Japanese cherry blossom. There are nine market leaders, including Kayali, Bath & Body Works, Victoria’s Secret and Ariana Grande, whose latest uplifting fragrance, Cloud Pink, was released at Ulta Beauty this past summer, contains middle notes of vanilla orchid and base notes of musk and praline among other elegant scents.
Analysts at Spate say top search queries include “vanilla musk,” “oil” and “vanilla perfume oil.” Vanilla oil, alongside perfume oil, receives an average of 2.0K searches a month, with a year-over-year (YoY) growth of 75.6% YoY. This trend highlights that people are seeking more than just a quick spritz-and-go approach — perfume oils tend to linger on the skin longer.
Lost In Musk
When Spate analysts think about musk, Taylor Swift’s 2020 album “Evermore” comes to mind. That, and the woodsy baseball scene in Twilight.
Musk has an average of 11.2K monthly searches and a +86.6% YoY growth. There are four market leaders: Jovan, The Body Shop, Montale and Aerin. The top search queries are “vanilla musk oil,” “vanilla musk fragrance oil,” “Coty Wild Musk oil,” “musk oil perfume,” and “Jovan Musk oil." Similar to vanilla, musk oil alongside perfume oil receives an average of 3.5K searches a month, a YoY increase of 54.7%.
Check back on HAPPI next month for our full feature article on the fine fragrance industry.
Check back on HAPPI next month for our full feature article on the fine fragrance industry.