Male Fragrances

Male fragrances are a $4 billion annual market, with men accounting for 25% of fragrance purchases.  Guys, however, go about the selection and purchase of fragrance in an entirely different way than women.  Men tend to select a bold scent for casual and play, but prefer a subtler fragrance for work. Guys hate the bombardment of fragrance that is typical of the department store purchase experience.  Moreover, the entire purchasing experience is dreaded by most men.

The solution?  Fragrance tester kits.  Tests to determine one’s fragrance preferences, while useful for the female consumer, are not useful for men.  Instead, the approach is biological.  They know what they like when they smell it.  In fact, the return rate for men’s fragrance is under 5%.  However, once a man finds a fragrance they are slow to change.  Many men stick with the safe citrus or sporty-light fragrances.  Wood and deep moss or pepper notes are varietal choices as well.

 

Annual global perfume industry sales revenue $28.95 billion
Annual U.S. perfume industry sales revenue $6.155 billion
Percent of American women who don’t use perfume 17 %
Number of perfume brands carried by U.S. department stores in 2002 756
Number of perfume brands carried by U.S. department stores in 2015 1,165
Percent of fragrance market held by Coty Inc 13 %
Percent of designer perfume brands priced at over $75 46 %
Percent of celebrity perfume brands priced at over $75 1 %
Statistic Brain 2016 Data

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