Performed by The Fragrance Foundation France, in partnership with the JournalDesFemmes.com, analysed by CCM Benchmark Institut, the "Mon Parfum et moi" (My Perfume and me) survey, based on declarations by almost 2,000 women, confirms some behaviours, but also challenges the existing paradigms about the women’s expectations, especially among the young generations, on offer, creativity and tone of the words about perfume.
A thousand and nine hundred eighty three French female Internet users have been interviewed from 20 to 27 March 2013 for a study that brings new information on the women’s buying behaviour when dealing with perfume, along three axes: how the current offer is felt, the relationship of the French women with perfume and the purchase drivers.
A proliferation of launches
• 98% of the women think that the offer for perfumes is enough, even too large for 41% of them.
"The 1,200 yearly novelties congest the market and our noses!"
A very close and daily relationship with the perfume
• Perfume: a daily ritual and an identity signature. There is a true love affair” between the French women and their perfumes. For 76%, perfume is a pleasure, and 67% say it represents an olfactory identity.
"Perfume is as a second skin, a kind of identification of a person."
• More than 9 women out of 10 use a perfume, several times a day for 34% of them.
• 76% of women think of perfume as a pleasure.
• Perfume is a very real advantage of charm for 60% of the women under 35.
Choose your perfume
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