New research has revealed that four in ten Gen Z ‘must’ wear some kind of scent wherever they go – but they’re not the usual ‘classics’ that older generations might expect
New research has uncovered that four in ten Gen Z individuals feel the need to wear some form of fragrance wherever they go. However, instead of traditional scents such as cut grass and sandalwood, which are favoured by older generations, Gen Z were found to have a preference for the smell of vanilla, strawberries, cherry blossom, and ‘clean skin’.
A third of Gen Z were discovered to switch their fragrances based on the events they’re attending as well as how they feel, with eight out of ten fragrance buyers admitting they choose a scent based on how it makes them feel, such as boosting their confidence.
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Meanwhile, the survey of 2,000 adults revealed that millennials are the biggest fans of mint, while Gen X most enjoy the smell of fresh laundry. Almost two-thirds (64 per cent) of Gen Z who purchase scented products are willing to pay more for them simply because they love the smell.
And a fifth (18 per cent) from Gen Z who favour ‘classic’ scents with rich and complex fragrances, view them as the biggest triggers of nostalgia. Vivek Sirohi from Unilever, which commissioned the research said; “Compared to older generations who tend to stick with familiar, comforting scents, Gen Z is more experimental.
“Getting a deeper understanding of how different age groups connect with fragrance helps us make products that really speak to them, or that strike a nostalgic chord. It’s not just about following trends – it’s about staying in tune with what people want.”
Nearly one in three of Gen Z follow trends such as ‘smellmaxxing’ – layering aromas – found on social media platforms like TikTok. With 34 per cent regularly – on a weekly or more frequent basis – purchasing beauty or personal care products inspired by these online platforms according to the OnePoll.com data.
Just under under six in 10 (56 per cent) even buy scented products like beauty, skincare or a laundry or cleaning product without smelling them first, based on a social recommendation or viral trend.
Vivek Sirohi from Unilever added; “For Gen Z, fragrance isn’t just about smelling good – it’s become part of how they express themselves, like fashion or music.
“They’re mixing, layering, and choosing scents that reflect who they are and what they care about. Social media plays a big role here too – trends like ‘smellmaxxing’ show just how creative and bold they’re willing to be.
“That’s why we are investing into strengthening our ability to innovate faster, blending science, creativity and cultural insight to shape the next chapter in fragrance.”
GEN Z’S TOP 20 SCENTS:
- Vanilla
- Strawberry
- Coconut
- Lavender
- Rose
- Sea breeze
- Fresh laundry
- Lemon
- Apple
- Jasmine
- Cherry blossom
- Mint
- Oud
- Peach
- Coffee
- Mango
- Clean skin
- Honey
- Chocolate
- Freshly baked bread