According to new data from Circana, fragrance minis are to thank for a scent rebound this year

It’s official, 45ml fragrance measures are becoming more of a daily essential than something to be chucked into your travel bag. In a new report, the product category has seen a +97% YoY growth.

As pocket strings get tighter, the minis category is coming out on top as consumers continue to crave indulgence. Exploration is playing into this too, with consumers testing out niche brands in tiny form. 

The report reads: ‘Whilst new players and innovation flourished, the more established brands struggled to adapt and saw a decline in unit sales.’

With fragrance value growth remaining at +7% and unit sales rebounding by 5% year on year, there is clear appetite for investing in newness. 

What’s more, with 13% of fragrance sales being ultra-premium in the UK, Britons are investing in their scents more than their EU counterparts. According to Circana, only 4% of French shoppers are investing in premium. 

But, how can brands ensure consumers continue to spritz their scents when exploration is reducing repurchase? 

The answer: play with your customers’ emotions.

‘Effective fragrance brands are now leveraging the personal and emotional aspects of fragrances. A prime example is Charlotte Tilbury’s recent launch of “Collection of Emotions”, a range of six scents designed to evoke specific emotions and moods. 

With ’emotion-boosting molecules’, these scents are scientifically crafted to forge a deeper connection with consumers by associating each fragrance with a unique story,’ said the team at Circana. 

Tilbury’s not the only one to make the connection between mood and smelling great. Neuroscents – perfumes formulated to scientifically alter your mood, help you sleep better, and even help you focus – have been popping up for some time. 

Back in 2022, L’Oréal worked with leading neurotechnology company, EMOTIV, to create a unique fragrance consultation experience connecting neuro responses to fragrance preferences through a multi-sensor EEG-based headset.

And, Danish brand The Nue Co., has created its scent Mind Energy which is sold as a ‘fragrance supplement’, scientifically designed ‘to cut through mental fog and hone your focus’.

You can read more Circana reports here.