In the skincare and personal care markets, performance drives sales but fragrance can make or break them. The right fragrance can transform a solid formula into a fan favorite, while the wrong fragrance can leave even the most effective product sitting on the shelves.
What the Data Says
In a study of over 4,000 U.S. beauty consumers, The Benchmarking Company found that 92% of women and 90% of men place greater importance on a product’s scent than on its perceived benefits when making a purchase. Even more striking, 84% of consumers would skip out on a product with proven results if they didn’t like its fragrance (The Benchmarking Company).
These findings highlight a simple truth: no matter how advanced your formula is, if it doesn’t smell right, it won’t sell right.
What the Science Says
Fragrance is deeply tied to emotion and memory, and studies have shown that pleasant scents can boost mood and make a product stand out when a consumer is making a purchasing decision and beyond (Kontaris et al.).
Scent can elevate your products, helping them stand out to consumers from the first point of purchase to repeat sales.
Fragrance as a Branding Tool
Fragrance is one of the simplest ways to differentiate your products in a crowded market. A cohesive fragrance story builds familiarity and emotional connection, helping consumers identify and remember what they love about your brand. According to research published in The Journal of Marketing, consistent sensory cues, including fragrance, strengthen brand attachment and drive repurchase intent (Krishna et al).
Whether your brand is minimal and clean, spa-like and botanical, or rich and indulgent, the right fragrance can become your signature.
Selecting a Fragrance
At Pravada, we understand how crucial fragrance is to your product’s success. We offer a wide array of fragrance options to complement your formulations and align with your brand identity.
Explore our offerings:
Signature Fragrance Collection | Essential Oils | All Fragrances
Further Reading
The Benchmarking Company, Fragrance Frenzy, 2024.
Krishna et al., The Journal of Marketing, The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores
