While beauty may not be a traditional gift for Father’s Day (this year on Sunday, June 16), research from The NPD Group shows that the men’s fragrance category typically sees a lift around the holiday.
In fact, men’s fragrance sales grew by 10%– representative of a nearly $8.0 million gain – during the two weeks leading up to Father’s Day in 2018, according to NPD. Men’s fragrance sales comprised the largest contribution to this increase, driving $6.9 million dollars in incremental sales for the same period.
“The men’s fragrance business continues to enjoy steady growth and not only during times of gift-giving,” said Larissa Jensen, Beauty Industry Analyst, The NPD Group—and a member of Beauty Packaging’s Board of Advisors. “While holidays and new product launches create excitement around men’s fragrances, the release of luxury concentrations like perfumes among several of the top-performing brands currently account for what’s driving growth in the market.”
Consumers have come to better understand the value of highly concentrated formulations, which tend to be more potent and long-lasting, said Jensen. In the two weeks prior to Father’s Day 2018, sales of these more concentrated juices grew by $6.6 million and drove 85% of the category growth. And NPD data indicates a potential reason for this trend. Based on NPD’s Scentiments survey, 35% of men indicated that they prefer to wear a scent that not only can they smell, but that others can smell as well
“Looking at 2019, we expect a successful Father’s Day not only due to increased demand for luxury concentrations, but also due to increasing interest in artisanal brands,” Jensen added. “These types of brands are growing not only in popularity but also in distribution, giving the consumer even more options this Father’s Day than have historically been available.”
During June 2018, the niche artisanal category grew 13%, and it continues to be the fastest growing brand type within men’s fragrance, up 25% year-to-date.