Scent is a powerful medium—it can calm, invigorate, or evoke a long-forgotten memory. But even with its powerful ability to stir emotion, fragrance hasn’t excited American consumers for a long time. While the skincare, cosmetics, and personal care categories continue to grow, fragrance sales in the U.S. continue to decline—in 2010, fragrance represented 5.9% of the total U.S. cosmetics and personal care market, by 2020, that number is expected to drop to 3.5%., driven, at least partly, by the decline of the department store. Considering that 89% of consumers, both male and female, say they use fragrance and 75% use it regularly, brands have an opportunity to re-invigorate consumers and reverse the slide. In our infographic, we explore what it will take to revitalize the fragrance category.
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