A new survey by Perfume Direct has unveiled that the top trigger for purchasing a new fragrance is smelling it on someone else. The study, which surveyed 2000 UK adults, found that 54% of respondents admit to being influenced by someone else’s fragrance choice. Social media, particularly platforms like TikTok, follows as a close second with 39% citing it as a source of inspiration. A quarter of respondents (26%) have purchased a fragrance they’ve never even smelled, based solely on social media recommendations. “Celebrity fragrances are making a strong comeback,” Jonny adds.

Source: Daily Nation October 14, 2024 09:03 UTC