Consumer experience insight company Revuze used artificial intelligence (AI) platform to analyze more than 630,000 online reviews of the perfume industry, which led to the trend of consumers' preference for perfume in the first half of 2020.
Revuze said that the US perfume industry is one of the largest retail markets, with revenue exceeding US$3.6 billion as of early 2020. However, data from industry analysis and consulting company NPD in 2020 show that the performance of high-end perfumes is not stable and overall decline, but there is a holiday retail peak.
In the first half of 2020, Revuze found that consumer interest in sweet and fruity fragrances increased, especially during the global blockade. While adapting to the new normal of a segregated lifestyle at home, people want to use sweeter perfumes to relive the breath of gardens or parks.
Revuze said that in 2020, the "share of voice" of woody perfumes such as oak and cedar reached 0.33%, an increase of 26% from 0.26% in 2019.
Similarly, the sound share of all fruity perfumes increased by 16%. Percentages with a sharp increase in share include: citrus rose 140%, peach 120%, iris 190%, vanilla 133%, cherry 148%.
On the other hand, Revuze found that the share of grassy and citrus fragrances fell: lavender fell 38%, mint 28%, jasmine 31%, and orange 53%.
Regarding sustainability, which has received much attention in recent years, Revuze emphasized that there is a huge amount of talk about natural fragrances such as essential oils, an increase of 13% compared to 2019.
Discussions on topics such as sustainable fragrances and cosmetic innovation with natural and organic formulas have grown steadily over the past few years: a year-on-year increase of 75% in 2018, a 37% increase in 2019 and a 60% increase from 2020 to the present.
Revuze pointed out that as countries lift bans and restrictions, the above new trends will further develop, and some of them may also turn.
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