NYX Launches Gen Z Fragrance

According to Reuters, NYX Professional Makeup now offers fragrances with three new hair and body mists. This marks L’Oreal’s expansion into mass-market fragrances.

These new scents come in pill-shaped bottles and are designed in packaging and in scent to appeal to the Gen Z consumer. 

Fabrice Megarbane, president of L’Oreal’s consumer products ​unit, told Reuters on ​the sidelines of the Consumer Goods Forum in Vienna, said:

“It’s the first attempt to go to fragrance in a more accessible way, a more fun way. I think for NYX, they went into this body care segment because makeup is stagnating at the moment. It’s maybe a way to diversify the ‌portfolio but still keep people engaged with the brand.” 

According to Megarbane, the new line was selling particularly well on platforms like TikTok, highlighting the “huge appeal” from Gen Z for fragrance demand. 

NYX Hair & Body Fragrance Mist scents include Juicy Boo, Coconut Cutie, and Suga Baddie.

Juicy Boo features clementine, mango, berries, petit grain, lily of the valley, juniper, cedarwood, sandalwood, and bright musks. 

Coconut Cutie features apple, pear, peach, coconut, lily, rose, orange, amber, musk, vanilla, sandalwood, and cedarwood.

Lastly, Suga Baddie features whipped cream, powdered sugar, bergamot, vanilla, freesia, vanilla orchid, textured musks, edenolide, and cedarwood.

While L’Oreal is seeing double-digit growth in luxury fragrances, the market for mass-market perfume is growing even faster. According to Circana, U.S. retail sales were up 15% in dollar terms ​last year, compared to 5% in the prestige category. 

This expansion could help offset some weak growth and bring L’Oreal to the growing mass-market fragrance mist trend.