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Men’s fragrance trends

This article was originally published in The Rose Sheet

Executive Summary

Number of American men who "always" wear fragrances (at least four days per week) increased 10% compared to 2001, NPD BeautyTrends reports in its FragranceTrack 2002 Men's Market Profile report. In recent study, 36% of men say they "always" wear fragrance compared to 26% of men in 2001. Generation Y males (ages 18-34) are most prevalent users, spending an average of $50 per fragrance purchase, NPD says. Spouse, friend or partner influenced 29% of men to purchase a new scent, report shows. Magazine ads with scent contributed to 10% of men's fragrance purchases, while print ads without scent influenced only 2% of men. In store, 44% of men who bought a fragrance were influenced by sprays/testers at counter, NPD states...

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