Selling fragrances to the American Generation Z

The trend of men's fragrances explodes in the USA, with a particular revival of 1990s-era colognes

For young American consumers, having a "vintage" scent has become cool. Some colognes from the 1990s are experiencing a revival with a new target audience: teenagers, most of whom are Gen Z. They are part of a target audience (heavily influenced by social media) seeking classic perfumes to create a collection of expensive fragrances.

According to U.S. beauty industry executives, traditional brands—such as Jean Paul Gaultier, Dior, Giorgio Armani, and Hermès—have grown significantly in the past year. The average spending of a consumer under 20 ranges between $60 and $150 for a full bottle or samples of more prestigious fragrances. However, some opportunists, lacking a budget for discretionary purchases, use perfumes found at the back of their father's bathroom cabinet.

2024 data and trends on perfume consumption in the United States

Market research provides a very promising overview of the perfumery market:

• Approximately 44% of boys aged 12 to 14 and 57% aged 15 to 17 use perfumes [Source: Mintel].
• Men's fragrances are the fastest-growing Beauty category in 2024, with a +15% increase since January [Source: Circana].
• Purchase drivers: beyond the collector's desire that animates Generation Z, some young American consumers purchase or use "retro" men's fragrances to feel older, enhance their individuality, or reflect the mood of a particular day.

The result? Teenagers' rooms are adorned with dozens of old and new fragrances, neatly displayed on trays and in dedicated showcases. They are not the cheapest options, as many Gen Z individuals are willing to replace standard and inexpensive body sprays (e.g., the famous Axe) with more exclusive and expensive fragrances. Spending on perfumes among American teenagers has increased by +26% compared to a year ago [Source: Piper Sandler].

Some consumers pay for colognes in installments, while others ask their parents for more expensive perfumes for birthdays and holidays. Thus, some teenagers' perfume wardrobes have surpassed those of their parents, despite Millennials, Gen Xers, and Boomers tend to have only one "signature scent."

Leveraging the men's fragrance consumption trend to boost sales in the U.S. market

Some companies are creating perfumes that recall the retro vibes of 1990s colognes. For example, Ranger Station, a Nashville-based fragrance company, has launched the cologne "Rich 90’s Dad." The company describes Rich 90s Dad, a $94 limited-edition perfume, as a fragrance reminiscent of "a polo shirt tucked into pants and the interior of a Jaguar XJ." As expected, the perfume is currently sold out.

Generation Z is shaping the future American market: here's why foreign companies must cater to this audience's tastes

Generation Z has an enormous impact on the Wellness & Beauty market. According to Euromonitor International, the sector is expected to reach $670.8 billion by the end of the year, with an annual growth of +9%. The fragrance sector drives a significant portion of this growth. Once again, Gen Z leads purchases, viewing perfumes as a core part of their identity, wearing them for personal enjoyment and self-expression rather than to attract others.

While in the 1970s men's fragrances were considered optional accessories, that's no longer the case. Back then, aftershave, deodorant, or simply soap and water were sufficient. Today, cologne is a fashion statement. It's important to note that today’s American teenagers are more demanding and informed. They prefer experimenting with different products rather than sticking to a single brand. For many, inspiration comes from TikTok, the go-to digital space for brands looking to accelerate demand and guide teenage consumers toward their fragrances.