With the ongoing conversations on gender identity and the dismantling of the social constructs of what is seen as “masculine” and “feminine,” it is not surprising that such discussions have reached the fragrance industry, as well. In many markets — most notably, the toys industry — there already is a push for gender-neutral products, a change that also affects product branding and marketing.
At Revuze, we use AI to collect and analyze millions of online consumer product reviews on a regular basis; our clients use the results for market research purposes. In our research on the perfume industry, we’ve noticed a spike in online discussions on gender-neutral fragrances that is taking place in 2021.
These are our main findings:
- In 2021, there has been a significant increase in online discussions on gender-neutral (or unisex) fragrances.
- The brands that are driving the unisex conversation are Tom Ford, Yves Saint Laurent, Atelier Cologne Paris, and Ralph Lauren.
- The unisex trend in the fragrances industries represents a window of opportunity for both manufacturers and retailers.
What Consumers Are Saying:
These perfumes are usually categorized as gender-specific fragrances by the retailers. However, consumers appreciate that the scent can be used by either men or women.
“This fragrance is definately unisex! In my opinion it has the perfect balance of masculine/feminine,” wrote one reviewer. Another reviewer wrote: “This is an amazing product to share with your partner, since it smells different on men or women.”
The unisex trend in the fragrances industries represents an incredible window of opportunity for both manufacturers and retailers. There clearly is an audience of consumers who enjoy playing with different scents which are traditionally associated with the other gender, as well as consumers who enjoy sharing perfumes with their partners.
To read Revuze’s complete report “How Gender-Neutral Fragrances Are Gaining Traction in 2021” click here.
Simone Somekh is a New York-based writer and editor who specializes in marketing and communications for B2B SaaS companies. He teaches Communications at Touro College and he is the author of an award-winning novel published in four languages.