Britons change their perfumes every nine months, with 30% switching to suit the season, similar to the change in fashion buying habits, according to a study by perfume website Thompson & Carter London.
The report, citing price comparison site Idealo, also showed that Yves Saint Laurent’s Black Opium is the most sought-after women’s fragrance for 2024, with a 17.6% increase in interest over last year. Ariana Grande’s Cloud is the most popular celebrity fragrance (135,000 Google searches per year) and the most searched-for men’s fragrance is Dior Sauvage, with 1.5 million searches per year.
Meanwhile, the survey also revealed that the most common reason for changing fragrances was people wanting to try something new (57%), with 39% citing boredom with wearing a regular scent. Other factors included buying and wearing something new for a special occasion (25%) and receiving a recommendation for a new scent (14%).
But most importantly, 65% of women say their scent makes them feel confident when wearing their signature scent, while 50% say their scent makes them feel happy. Other feelings noted include feeling sexy, stylish and relaxed, depending on the scent they choose.
The survey also revealed that perfume plays an important role in the personality of the person who wears it and how they perceive themselves, as 85% believe that it is an integral part of their personal identity.
The results showed that many people have an emotional attachment to fragrances, with 70% of Britons associating certain scents with specific times in their lives. This points to studies showing that memories triggered by scent are more positive and more closely linked to a person’s life story than memories triggered by verbal or visual cues.
Although memories aren’t always positive, 67% of people said they would avoid choosing a fragrance if it reminded them of a person or thing that triggered negative reactions.
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