China’s multi-billion dollar fragrance market is booming. According to data from Euromonitor, the compound annual growth rate of China's fragrance market for the next few years is about three times more than the global market, and by 2025, China's fragrance sales may reach CNY 30 billion (USD 4.733 billion), with Generation Z being the driving force.
The Most Disruptive Generation Ever
Generation Z refers to those born between 1997 and 2009, whose identity has been shaped by the digital age, open information, climate anxiety, and a shifting financial landscape. They generally have strong values related to racial justice and sustainability. According to strategists of the Bank of America, the Gen Z revolution is underway as the Gen Zers are entering the workforce and compelling other generations to adapt to them. The bank estimates that, by 2031, Gen Zers will surpass millennials' spending power and become the dominant force of shaping what the future of the world looks like.
Bringing Value to Their Dollar
Gen Z attaches great importance to "Sustainable Activism" or ESG - meaning Environment, Social and Governance. In every purchase they make, they want proof on the brand’s impact to issues they are concerned about. They prefer sustainable brands to the extent that they are willing to pay extra for eco-friendly products. As Gen Z matures into a consumer activist with growing spending power, brands must listen to their voice, prioritize sustainability, and brings transparency of ethical practices to every aspect of business.
As a global organization and the only scent marketing industry member of International Fragrance Association (IFRA), ScentAir is committed to capturing and delivering the essence of nature in a sustainable way. ScentAir fragrances meet all known global regulatory standards such as Occupational Safety and Health Administration (OSHA) and EU Reach, certificated and validated to be free of any toxins, known carcinogens or respiratory allergens and do not contribute to global greenhouse gas emissions from livestock management. In recent years, with the introduction of quarterly cartridge shipping schedules, ScentAir managed to remove 1.2 million shipments annually; thanks to smart volume selection processes, the need for 46,000 plastic scent cartridges is eliminated. Overall, the company reduces carbon emissions by 7.2 tons per year.
This explains why global brands with ambitious sustainability targets such as Marriott International have entrusted us as their ambient scenting partner for many years.
Fragrance for Self-Expression
The three key drivers for Gen Zers to purchase fragrance products are to create an atmosphere, to enjoy the multi-sensory experience and to celebrate the emotional impact:
For Gen Z, using fragrance is all about the malleability of self-expression, and for that reason, they opt for fragrances that allow them to break the boundaries of the pre-determined boxes they are meant to fit into.
Instead of mainstream luxury brands and traditional top sellers, the Gen Z prefers niche fragrances that are gender-neutral and niche fragrances with personality. These fragrances generally come from reputed fragrance houses with a long history and are not readily available in shopping malls. They are made of high-quality raw materials. Crafting such fragrances would also take more time and efforts in research and development, and therefore people consider them to be premium.
ScentAir meticulously selects exceptional and unique raw materials to ensure that our end products are not only of the highest quality but also on trend. Boosted by a massive fragrance library of over 2,500 scents, whether you’re looking for a custom fragrance or just the perfect scent that aligns with your brand, our all-inclusive service takes the hassle out of finding the right fragrance to reach your goals.
The Product Types Preferred
Gen Z is more obsessed with smelling good than ever. Fragrance products promise to bring pleasure, improve mood, among other benefits. Having a diffuser or candle at home is an affordable luxury that is perceived as quality of life. As far as product types are concerned, Gen Zers like the candle for its warmth from flickering flame; in the meantime, they appreciate scented charms and reed diffusers for being pet and children friendly. ScentAir respects tradition while daring to innovate when it comes to developing fragrance products. We offer a wide range of choices in terms of product types and fragrances from which even the most novelty-loving Gen Zers would be able to find what they want.
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Scented Candle – 1686 Black Orchid
Lavish in the blend of lush green and floral notes paired with the richness of amber, nutmeg and orchid, supported by sensual musk. Light a scented candle in your cozy home to create a warm and intoxicating atmosphere and enjoy moments of tranquillity. -
Reed Diffuser – 2962 White Tea & Thyme
Welcoming notes of white tea, bright citrus, Thyme, jasmine and subtle amber. Rouse your senses as you wander through a meadow of white flower blossoms with a whisper of thyme. Ideal for the living room, the reed diffuser can add a touch of luxury and elegance to your space. -
Scented Charm – 0862 Gardenia
Dreamy mimosa accents gardenia petals, mandarin and lemon verbena finished with sandalwood and musk. The charm is suitable to be carried around to scent spaces such as your desk, the cabinet at a retail store, or fitting rooms. -
Room Spray – 2613 Glamour
A warm floral heart of peony, jasmine and violet are blended with fresh, sparkling notes of pomegranate, lychee, orange, and soothed with soft sandalwood, musk, and vanilla. Ideal for the entrance or inside of the bathroom, you can adjust the mood with just a spray.
Contact us today to start creating unique experiences for customers!
Sources:
- Marina Azcarate (2022). Gen Z Is Reviving And Transforming The Fragrance Market. The Next Cartel.
- Emma Tidswell. Does Gen Z Care about Sustainability? Stats & Facts in 2022. Good Maker Tales.
- Ben Winck (2020). Gen Z's surging economic power will permanently change the investing landscape over the next decade, Bank of America says. Markets Insider.
- Yijuan Li (2022). China's Multi-Billion Dollar Fragrances Market to Center on Home Applications. EqualOcean.
- Giulia Interesse (2022). China’s Market for Perfumes and Fragrances. China Briefing.
- 香氛产品“渗透”年轻人生活
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