Research: Gen Z buys perfumes weekly through TikTok.

GEN Z and their love for fragrances

According to The Sun: A new survey shows that Generation Z buys cosmetics and perfumes weekly, primarily influenced by products they see on the popular app TikTok. Among their favorite scents are vanilla, strawberry, cherry blossom, and 'clean body'.

Classic scents like freshly cut grass and sandalwood are less popular among young people aged 18-24 compared to older age groups.

Different scent preferences

The survey, which involved 2000 adults, showed that millennials prefer mint, while Generation X likes the scent of fresh laundry. About two-thirds (64%) of young people purchasing scented products are willing to pay more just for the enjoyment of the smell.

Moreover, one in five (18%) of this generation who prefer 'classic' scents with rich and complex aromas consider them the biggest nostalgia triggers.

“Compared to older generations, who generally stick to familiar and comfortable fragrances, Gen Z is more experimental,” noted Vivek Sirohi from Unilever.

Emotional response to scents

The research also found that 31% of young people change their fragrances depending on where they are going. Eight out of ten people who buy them choose a scent based on how it makes them feel. About 26% of those who love specific smells say these fragrances make them feel more confident.

Four out of ten (41%) claim they 'must' wear some fragrance wherever they go. Among this generation, nearly a third (29%) follow trends like 'smellmaxxing' - combining scents that are popular on social media.

Influence of social media

According to data from OnePoll.com, 34% of young people regularly - weekly or more often - purchase beauty or personal hygiene products inspired by these online platforms. About 56% of respondents even buy scented products, such as beauty items or household cleaning supplies, without having smelled them first, relying on social recommendations or viral trends.

“For Gen Z, scent is not just a pleasant aroma, it's part of how they express themselves, like fashion or music,” added Vivek Sirohi.

Top 20 scents for Gen Z

• 1. Vanilla
• 2. Strawberry
• 3. Coconut
• 4. Lavender
• 5. Rose
• 6. Ocean breeze
• 7. Fresh laundry
• 8. Lemon
• 9. Apple
• 10. Jasmine
• 11. Cherry blossom
• 12. Mint
• 13. Oud
• 14. Peach
• 15. Coffee
• 16. Mango
• 17. Clean body
• 18. Honey
• 19. Chocolate
• 20. Freshly baked bread

Thus, Generation Z is actively shaping the fragrance industry, focusing on new trends in social media and passionately discovering new scents. Their approach to selecting fragrances reflects not only their individuality but also influences the beauty and personal hygiene market. This generation is unafraid to experiment and willing to invest in products that suit their lifestyle.