Sales of perfumes are skyrocketing after COVID-19, with the main consumers in their 20s and 30s, namely Millennials and Generation Z. The recent lifting of the mask mandate is expected to lead to further growth in perfume sales.
The Proust phenomenon, meaning odors can trigger memories, is one of the main reasons people purchase fragrances. Nowadays, instead of wearing overly sweet or floral scents that reinforce feminine images, people look for fragrances that have significance to them. The difference between past and present fragrance trends is that the MZ generation generally shows greater interest in fragrances that both men and women can enjoy.
According to the global data research organization Euromonitor International, South Korea’s domestic perfume industry was worth 500 billion Korean won in 2015. In just four years, the industry increased by almost 20 percent. It is estimated that these numbers will reach one trillion won in 2025.
As perfume is notorious for its price, with a single bottle often costing hundreds of dollars, some people regard perfume as an extravagant luxury. However, partially due to the importance of individuality among people in their 20s and 30s, fragrance acts as a form of self-expression.
Lee Jeongyeon, a freshman from the Department of History, elaborated on how masks affected her everyday habits regarding fragrance.
Interestingly, both during and after the mask mandate, she has only used one very specific type of fragrance because it has a special meaning to her.
“I feel like this fragrance best expresses me,” said Lee, while holding the bottle of perfume. “This perfume is made from my birth flower, and coincidently, I like this scent since I find it refreshing.”
Cases such as Lee’s displays the role fragrance has on expressing one’s personality.
Yoon Jiwon, a freshman from the HOKMA College of General Education also shared her experience of fragrance after the mask mandate was lifted.
“I actually started to use perfume after the lifting of the mask mandate,” Yoon said. “My sister bought it for me as a gift. I always apply it right before I leave my dorm.”
As can be seen in Yoon’s example, after the mask mandate was lifted, students start to wear perfume more than before.
In a survey conducted by Ewha Voice from April 24 to 29, 42 percent of the 58 respondents purchased more fragrances after the lifting of the mask mandate. Among those who have not purchased perfumes, 19 percent answered that they are planning to do so.
As people are becoming more enthusiastic about perfumery, a greater range of options for experiencing scent, other than simply buying a bottle of perfume, has emerged. Friends and families try do it yourself (DIY) perfume in the fragrance workshops that have become commonplace nowadays. As such options have expanded, students have started forming small gatherings to discuss their collective interest in fragrance. This has even led to the creation of fragrance clubs at many universities, in which club members make perfumes according to their preferences or a certain topic.
Lee Seoeun, the leader of the Hyangyun, the first intercollegiate fragrance club, discussed the growing interest among students in joining the club.
“In 2022, the competition rate to join our club was about 2 to 1, but in 2023, it was over 3 to 1,” Lee said. “I think the fact that we have more in-person club meetings played a critical role. Now, we carry out activities such as perfumery studying sessions face-to-face.”
When asked about the growth of the fragrance industry, Lee shared her perspective.
“The tremendous popularity of niche perfumes resulted in oversea brands like Jo Malone, Diptique, or Byredo launching in South Korea,” Lee elaborated. “However, domestic brands like Nonfiction or Tamburins are also in great demand. Consumers are continuously searching for scents that express their character, and this has led to diversity within the perfume industry.”
Jang Yuree, the owner of the perfume workshop A. Jasmine scent studio, shared some wisdom in her area of expertise.
“First of all, the perfume industry surged during COVID-19 because lipstick cannot be shown through masks,” she explained. “Women started looking for alternative methods of expressing themselves.”
As the lifting of the mask mandate may lead to an increase in the purchase of fragrances, people have a wider opportunity to investigate different scents and figure out what best matches with their tastes, while making lifelong memories.