5 Fascinating Canadian Scent Facts

5 Fascinating Canadian Scent Facts

As we celebrate Canada Day, we thought we might share some very interesting facts about the Canadian fragrance industry.

The ideal testing ground

Did you know that fragrance houses love testing new fragrances in Canada? That is because the diverse, multi-cultural population reflects how a new scent will appeal to consumers around the world. Canada is a mix of European and North American cultures in particular. So if an eau de parfum sells well in this country, it will likely do well in America and throughout Europe.

So why test a fragrance in one country first? That’s because a global fragrance launch today can cost upwards of $70 million which is a big financial risk for a designer brand or fragrance house. If it doesn’t sell well, that is huge amount of money to write off. Testing it first reduces the risk. Launching a new signature scent is a gamble in a highly competitive market.

Multi-generational consumers

When Sephora launched in Canada years ago, the beauty retailer was shocked to learn that three generations of beauty and fragrance enthusiasts were shopping in its stores. That doesn’t happen in other countries. Here, teens, moms and grandmothers all shop at Sephora which means the assortment can be slightly different in Canada.

True fragrance enthusiasts

Canadians are mad about fragrance. For the first quarter of the year, sales of men’s and women’s fragrances were up 9% year-over-year. That compares with a 2% increase for skincare and a 3% lift for skincare. Leading the trend are Gen Z guys who are passionate for fragrance, thanks in part to TikTok videos. Teen girls aren’t far behind who also love scent to help them boost their mood.

Niche brand interest

Both men and women are supporting niche fragrance brands in record numbers. You’ll see this at scent events at Holt Renfrew in particular where they show up in huge numbers to meet the brand founders and ask questions. Not only do they approach the artistry and creativity, but they like the fact that they don’t smell like anyone else with these smaller brands.

Gifting fragrance

It’s interesting to learn that fragrance remains a key gifting item in Canada. Not only do consumers buy fragrance gift sets for Christmas and Mother’s Day but they will give fragrance as wedding gifts, anniversaries and graduations. Sales of fragrance gift sets are particularly strong in this country.

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