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Fragrance Market Research Strategy
Research Background & Objectives
Fragrance has seen remarkable recovery since the pandemic's end across all brands. To stay ahead of changing consumer needs in 2023/2024, we must understand what's new and how to interact with consumers through the right channels and content on social media.
Consumer Behaviours
What has changed in how consumers approach fragrance
Trends & Innovation
What is 'new' and trendy in the market
Brand Relevance
How to stay top of mind and relevant
Engagement Strategy
Content & channels to engage existing and new audiences
Strategic Outcomes
Shape Category Strategy
This research will inform and shape our category strategy by identifying key needs and evolution compared to 2022, highlighting new trends and opportunities. It will provide structure to the KPIs we should drive and identify where category and consumer opportunities lie.
Elevate Brand Communications
Gain a clear view on how consumers currently engage with fragrance, their needs, and brand perceptions. This indicates routes of entry for communicating to target audiences and delivering relevant content on the most relevant platforms.
Building on Previous Research
Since this builds on previous exploratory work conducted by Social intel, we are well positioned to use this report to focus on key shifts and strategic areas of interest for your brands.
Over the next few slides, we outline how the output can efficiently and clearly answer your questions through structured analysis and targeted insights.
Research Framework Overview
Landscape of Trends & Opportunities
Size and map topics and themes in fragrance based on volume and evolution since the last scan
Audience & Engagement (incl. Gen Z)
Evaluate how audiences use different social platforms and influencers in their fragrance journey
Deep-Dives for Specific Questions
Targeted data analysis to answer specific questions around gifting, sustainability, and consumer preferences
Data Sources & Market Scope
Social Data Sources
  • Twitter
  • Forums/blogs
  • TikTok
  • Instagram
  • YouTube
Search Data
  • Google
  • Instagram
  • YouTube
E-Commerce Data
Review data analysis
Markets
UK & Ireland
Timeframe
Analysis period:
Landscape of Trends & Opportunities
Size and map topics and themes in fragrance based on volume and evolution since the last scan. Identify key established and emerging players in the category, and the main opportunities and whitespaces at a macro level.
1
Size & Evolution
Key fragrance trends and topics across social and search, highlighting observed changes and new trends
2
Winning Brands
Fragrance brands excelling in search and social volume and growth, with driver analysis
3
Opportunity Gaps
Emerging spaces and strategic thought starters for macro category opportunities
Research Examples: Trend Analysis
These examples demonstrate our approach to sizing category trends, evaluating brand performance against key themes, identifying strategic spaces to play, and spotting how the fragrance category landscape has shifted.
Audience & Engagement Focus
Evaluate how audiences make use of different social platforms as well as influencers in their fragrance journey. Ranking of fragrance topics that overindex with Gen Z vs. Millennials and older (40+) across TikTok, Search and Twitter.
Platform Analysis
Share of platform for different topics and role of platforms based on fragrance-related searches
Generational Insights
Heatmap of topics by demographic breakdown across TikTok, Google search and Twitter
Influence Sources
Categorised sources of influence and content creators behind top performing content
Gen Z Engagement Examples
Examples showing topics engaging Gen Z, platform search behaviours, analysis of influence sources, demographic breakdowns on TikTok, and generational content comparisons.
Deep-Dive Analysis Areas
Gifting & GWP
Understand drivers of choice and preferences behind fragrance gifting, plus gifts with purchase analysis
Niche Fragrances
Explore dynamics and preferences around niche fragrances, including appeal factors and top players
Wardrobe & Occasions
Map fragrance repertoire usage and organisation by occasions, seasons, and times of day
Refills & Sustainability
Assess significance of sustainability and refills as purchase intent drivers
Ingredients & Notes
Understand how consumers view ingredients and fragrance notes during purchase decisions
Consumer Fatigue
Troubleshoot reasons behind consumer fatigue around key blockbuster fragrances
Strategic Implementation
This comprehensive research framework will deliver actionable insights to drive category strategy and elevate brand communications. By understanding evolving consumer behaviours, generational preferences, and emerging trends, we can create targeted engagement strategies that resonate with both existing and new audiences.
1
Data Collection
Comprehensive analysis across social, search, and e-commerce platforms
2
Insight Generation
Strategic analysis of trends, audiences, and deep-dive topics
3
Strategy Development
Actionable recommendations for category positioning and communications
4
Implementation
Execute targeted campaigns and content strategies across relevant channels
Thank You!
We appreciate your time and look forward to collaborating on your fragrance market research strategy to uncover key insights and opportunities.