November 7, 2012

Scent influences more than celebrities, when it comes to buying fragrances

Although celebrity products become easily famous and build awareness, when it comes to buying fragrances, seems like women are influenced by the scent, over the celebrity association. In a study conducted by Total Beauty Media Group, researchers found out that scent strips and in-store trials are the main influences for women in choosing and purchasing fragrances.

Total Beauty asked more than 480 women about their fragrance buying habits. 59% of them said that the most important thing when they choose a perfume is the sample from the store. Also, the researchers revealed the fact that even the economy is uncertain, women are willing to pay for perfumes. Even women with a low income purchase fragrances from specialty retailers and not mass merchants.

“What’s fascinating is that 40% of women with a household income under $25,000 spent upwards of $150 on fragrance over the past 12 months,” said Ethelbert Williams, head of marketing, Total Beauty Media Group. “Women are simply willing to pay for scent, regardless of the economy.”

When it comes to wealthier women, 18% of them they are more attracted to buy fragrances when there is a free gift with the purchase. Also, women with higher income were twice as likely to be influenced by a celebrity endorsement.