From long-lasting lipsticks, celebrity beauty brands, such as Rihanna’s Fenty Beauty, have pierced through the perfume industry. As it seems, this came about when shoppers switched to spritzing fragrances as quick luxury fixes to feel happier during downturns, which was once fulfilled by painting the lips.
ZALORA Corporate Communications Director Christopher Daguimol told Singapore Business Review that the better-than-expected sales can be attributed to fragrances, comparable to aromatherapy, are experiencing the “lipstick effect.”
“Fragrances could have also been a way for consumers to feel more ‘dressed up’ and presentable on Zoom calls,” Daguimol said.
In both 2020 and 2021, fragrances emerged as the top beauty product purchased by consumers in Southeast Asia, respectively accounting for 19.82% and 22.58% of the region’s sales in the beauty category, based on its Southeast Asia TRENDER Report 2021.
Fragrances also grew by 455.66% year-on-year (YoY) in 2020 and by 77.54% YoY in 2021. It also stood second in terms of the top luxury products consumers buy with an 8.03% share, closely following wallets and purses with 8.79%.
This trend is not exclusive to women as fragrances also topped the men’s beauty category. Data from TRENDER showed that fragrances made up 42.9% of the sales in the beauty category. It overtook face serums and treatments (16.28%) and bath and body (10.12%).
It is expected that the increased investment in self-care, growth of the male beauty market, as well as the confidence to purchase luxury goods will likely continue and further contribute to the demand for fragrances.
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