The most popular holiday gift of 2020: The rise of home fragrance

Relevant data shows that although U.S. cosmetics sales fell by 31% in the third quarter of 2020, perfume sales achieved a year-on-year growth of 1%. The main reason for this phenomenon is that during the COVID-19 epidemic, consumer demand for products related to household smell increased.

A beauty industry consultant pointed out that throughout 2020, home fragrances performed very well. While perfume and cologne are traditionally popular choices for holiday gifts, a new product is making its mark this year—home fragrance. This new product includes a variety of home fragrance gift sets such as candles, aromatherapy, body lotion, fragrance mist and lotion, and has been widely welcomed by consumers.

Reasons for the popularity of home perfume

1. Changes in social interaction: During the epidemic, people generally wear masks, which reduces the use value of cosmetics. Compared with dressing up, perfume can better convey the emotion and temperament of an individual through the sense of smell or taste.

2. The quest for comfort: Shoppers are increasingly buying small items like candles and aromatherapy to create a cozy environment in their homes. This is especially important during the long period of isolation during the epidemic. Lighting candles can not only make the home space more welcoming, but also effectively relieve anxiety and stress.

3. Expression of value: Perfume is not only a gift for relatives and friends, but also symbolizes an inherent value. When consumers are looking for products that give them some kind of meaning and emotional connection, fragrance fills that need.

4. The impact of economic conditions: In the context of the economic downturn, products such as candles, body lotions and perfumes are regarded as “affordable luxuries”. When consumers invest in these products, they not only pay attention to the concentration of essential oils, but also choose products with higher prices and longer service life.

Relevant data shows that from January to September, perfume sales fell by 17% year-on-year, but sales of home perfumes increased by 13% during the same period, of which sales of candles, lotions and other products increased by 22%. With the overall sales of cosmetics declining significantly, the rebound speed of perfumes is significantly higher than that of other beauty products.

Fragrance carries everyone’s unique memories and emotions. After the epidemic, consumers may hope to recall the good times in the past through perfume, so they are willing to spend more money on perfume to seek psychological comfort and satisfaction.