The Scent of a Woman... and a viewer... and a creator
Part of this increase has been fueled by the Covid-19 pandemic. Choice of scent is highly personal, but with the closure of brick-and-mortar stores, fragrance reviewers appear to be filling a void. With respect to all types of fragrance videos, most of the video views skew toward women aged 45-54, 55-64, and 35-44, followed by men aged 45-54, 35-44, and 25-34.
The channels hosting these scent-sational videos are disproportionately from the U.S. and Brazil, which correlates with countries that have the biggest fragrance markets (e.g., the U.S. boasts $8.4 billion in annual sales, followed by Brazil with $6.9 billion). That said, within the top 10 most-subscribed channels, five of the creators are Brazilian. And among those top-10 channels are six male creators.
Indeed, the fragrance review community’s creators are largely male. And again, the magnitude of sales is a factor here, as the sale of men’s fragrances are growing at a faster rate than women’s.
While technically a subset of beauty creators, fragrance creators often distinguish themselves from their other peer groups in beauty through the frequency in which they post new content. While many beauty creators only publish once a week, it’s not uncommon for fragrance creators to publish several times a week. And in the case of Jeremy Fragrance, sometimes even several times a day.
Creators within the community rely primarily on three types of formats: how-to videos, reviews of individual fragrances (both old and new), and thematic roundups of scents.