It’s all coming up floral, musky and niche at Scentbird.
Ten years into the fragrance subscription platform’s founding, the preferences of its 620,000 active users are evolving rapidly. Scentbird carries more than 600 fragrance brands, and though legacy brands such as Versace, Gucci and Marc Jacobs count the most positive reviews — in part due to time and circumstance — niche fragrance brands like Initio Parfums Privés and Creed are seeing a surge in momentum on the platform.
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“The U.S. fragrance lover is ready for niche — that is one of the biggest takeaways,” said Scentbird chief marketing officer Elena Lécué.
Notably, the three overall highest-rated fragrances on Scentbird are male fragrances, which is in part due to what Lécué calls “gender mixing” — or female customers dabbling in male scents — and also because men are a fast-growing cohort among the company’s subscribers.
“Thirty percent of our customers are male, but our male user actually spends more money than our female consumers,” said Lécué, adding that Scentbird tapped Chicago Bulls center Andre Drummond as an ambassador last month, and will roll out new campaigns with him through 2024. “From an influencer perspective, we’re working on getting more males into our influencer pool and producing more content that comes from a male perspective.”
“Sophisticated florals and musks,” are the outstanding note trends among Scentbird’s most popular niche fragrances, said director of integrated marketing Brittney Moseley, noting Floral Street Wonderland Peony, Ex Nihilo Fleur Narcotique and Creed Aventus among those seeing the most growth.
Here, Scentbird’s most-liked fragrances based on average rating.
Niche:
- Creed Aventus Eau de Parfum: 4.5
- Parfums de Marly Percival Eau de Parfum: 4.43
- Initio Parfums Privés Musk Therapy Eau de Parfum: 4.25
- Confessions of a Rebel F*ck Mondays Eau de Parfum: 4.24
- House of Sillage HOS N.004 Eau de Parfum: 4.22
- Liis Rose Struck Eau de Parfum: 4.21
- Floral Street Wonderland Peony Eau de Parfum: 4.21
- Ex Nihilo Fleur Narcotique Eau de Parfum: 4.18
- Mind Games J’Adoube Eau de Parfum: 4.17
- Acqua di Parma Colonia C.L.U.B. Eau de Parfum: 4.16
Overall:
- Versace Pour Homme Eau de Toilette: 4.54
- Gucci Guilty Pour Homme Eau de Parfum: 4.5
- Creed Aventus Eau de Parfum: 4.5
- Juicy Couture Viva la Juicy Eau de Parfum: 4.49
- Marc Jacobs Daisy Love Eau de Parfum: 4.48
- Dolce & Gabbana Light Blue Pour Homme Eau de Parfum: 4.46
- Versace Bright Crystal Eau de Parfum: 4.46
- Prada Luna Rossa Eau de Parfum: 4.44
- Parfums de Marly Percival Eau de Parfum: 4.43
- Ariana Grande Ari Eau de Parfum: 4.39