This is a post by our french guest blogger Lucie Malignon who has been doing work experience at Anisha during June 2018.
Generation Z (young people under 21 years) will be the future consumers of perfumes, although generation Z perfume consumption is currently far lower than that of other age sectors.
It is the over 50 age group which consumes the most perfume, about 68% of total consumption. How do Generation Z consumers choose their perfumes? Which fragrances attract them the most? Do big brands influence their choice? Is purchase affected if packaging is not attractive?
We conducted a mini survey of a dozen young people aged between 15 and 18, a mixed group of male and females in the South of France.
In terms of smell – fresh and flowery notes appeal most to the young adult females. Fruity notes were not mentioned by the group. Young adult males would be more interested in amber, fresh and citrus notes and the citrus fruits were generally lemon or grapefruit. Young adults really don’t like strong smells such as leather.
Which are the favorite perfumes of young women?:
1. La petite robe noire by Guerlain
2. Miss Dior by Dior
3. Chance by Chanel
What are the favorite perfumes of young males?:
1. Only the Brave by Diesel
2. Acqua di Gio by Giorgio Armani
3. Boss by Hugo Boss