Another year is coming to an end and it is no secret that the luxury fragrance industry took a hit in 2020, with the closure of non-essential stores preventing consumers from trialling their new favourite scent. The perfume sector is bouncing back however following a number of initiatives including discovery sets, by post sampling, subscription box services and online quizzes.
Market researcher The NPD Group reported that, compared to 2019, the sales of luxury edps and edts improved from a 67% loss to a decline of 13% since the reopening of non-essential retail stores. With a growth of 32% post-lockdown, fragrance gift sets are performing particularly well.
Meanwhile, online retailer Fragrance Direct has analysed consumer Google search results over the past 12 months, from more than 100 countries and 10,000 fragrances, in a bid to reveal which products are the most desired around the world.
In the top spot, across both male and female marketed products, was Estée by Estée Lauder with more than 962,000 searches worldwide (here at TrendAroma we are going to assume they mean the 2015 version for women and not the 1968 version.. but for men is there a newer one since 1985 – there must be, as we are assuming a few ‘regs’ have updated since then!).
In second, third and fourth place were Versace’s Eros Pour Femme, Carolina Herrera’s Good Girl and Marc Jacobs’ Daisy. The most popular male marketed product did not arrive until fifth on the list with Cool Water by Davidoff earning 134,000 searches. The aftershave made the top five in 43 countries and proved to be particularly popular in India, Pakistan, and Thailand.
Fragrances by Lancôme made two appearances in the female fragrance list, with Idôle and La Vie Est Belle both popular with women worldwide.
In the UK, Estée Lauder claimed the top spot again, with Marc Jacobs’ Daisy in second place with more than 40,500 searches. Diesel’s Only The Brave also mades the top 10, and was the most popular choice with British men.
We were quite surprised not to see Gucci Bloom, YSL Black Opium, Paco Rabanne One Million or Dior Sauvage in the lists below, or indeed Dior J’adore for women as they have all been trending this year , with ‘known’ scents being so popular – it’s 2020 after all, but we still spy a lot of the ‘more familiar’ rather than the brand new in these lists so people are still seeking comfort in their scents – a trend which looks set to continue into 2021.
Top 10 fragrances worldwide by Google searches
- Estée Lauder, Estée – 962,710
- Versace, Eros Pour Femme – 281,270
- Carolina Herrera, Good Girl – 186,180
- Marc Jacobs, Daisy – 168,240
- Davidoff, Cool Water – 134,990
- Dior, Homme – 123,070
- YSL, Libre – 115,620
- Lancôme, Idôle – 105,280
- Narciso Rodriguez, For Her – 104,430
- Calvin Klein, Euphoria – 103,930
Top 10 female fragrances worldwide by Google searches
- Estée Lauder, Estée
- Versace, Eros Pour Femme
- Carolina Herrera, Good Girl
- Marc Jacobs, Daisy
- YSL, Libre
- Lancôme, Idôle
- Narciso Rodriguez, For Her
- Calvin Klein, Euphoria
- Lancôme, La Vie est Belle
- Gucci, Bamboo
Top 10 male fragrances worldwide by Google searches
- Davidoff, Cool Water
- Dior, Homme
- Montblanc, Legend
- Joop, Homme
- Versace, Pour Homme
- Jean Paul Gaultier, Le Male
- Givenchy, Gentleman
- Diesel, Only The Brave
- Hugo Boss, Bottled
- Prada, L’Homme
Top UK fragrances by Google searches
- Estée Lauder, Estée – 110,000
- Marc Jacobs, Daisy – 40,500
- Versace, Eros Pour Femme- 22,200
- Carolina Herrera, Good Girl – 18,100
- Gucci, Bamboo – 18,100
- Diesel, Only The Brave -14,800
- Gucci, Rush – 14,800
- Jean Paul Gaultier, Le Male -14,800
- Jimmy Choo, Flash – 14,800
Source: Cosmetics Business