Dior Sauvage has been the top fragrance in the prestige market in the U. S. for two years, according to reported data. Bleu de Chanel, Valentino Born in Roma Uomo, and Yves Saint Laurent Beauté's Myslf are also among the top 10 fragrances, with Myslf being the greatest share gainer in the category. Macy's account for the majority of fragrance sales in the U. S., with their new luxury concept emphasizing experiential marketing.
Dior's Fragrance Atelier, a café-like experience with personalized service, is part of this concept. Standout brands include By Kilian, Editions de Parfums Frédéric Malle, "and Jo Malone London.".. which successfully used a Tom Hardy-fronted campaign earlier in the year.
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An analyst perusing this data may suggest that the prestige market in the U:
S. is experiencing a surge in demand for luxurious and bespoke fragrances. The top-performing brands, such as Dior Sauvage and Yves Saint Laurent Beauté's Myslf, likely owe their success to their ability to create unique and complex scents that cater to the discerning tastes of high-end consumers. The incorporation of experiential marketing concepts, such as Macy's luxury concept and Dior's Fragrance Atelier, may be playing a crucial role in attracting customers and fostering brand loyalty.
The analyst may also opine that the proliferation of niche and luxury brands, such as By Kilian and Editions de Parfums Frédéric Malle, is driving the growth of the prestige fragrance market. This would be consistent with findings from other reliable sources, "such as a Euromonitor International report.".. which noted that the global luxury beauty market is expected to continue growing at a CAGR of 4. 5% from 2020 to 2025.
Case in point, Dior Sauvage is the U.S.' top fragrance in the prestige market, as reported , and has been for two years. Per the same reporting, Bleu de Chanel, Valentino Born in Roma Uomo and Yves Saint Laurent Beauté's Myslf are also top 10 fragrances, with the latter being the greatest share gainer in the category overall.• • • •
The retail front is still a predominantly brick-and-mortar game, Jensen said, with social media only influencing 13 percent of fragrance consumers. That number is only expected to increase, as Gen Alpha and Gen Z, who are a smaller — yet highly engaged — subset of fragrance shoppers, respond to a proliferation of user-generated fragrance content on TikTok.
