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Perfume what a passion – Il Sole 24 ORE

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Over 8 out of 10 Italians use perfumes (88% women and 79% men) and about 80% bought one in a physical store: the data emerges from the Beauty-studies and trends in cosmetics Observatory of L ‘ Oréal Italy.

Between 15 and 70 years old

Fragrances are a growing category that has gained more consumers in recent years. 88% of women use fragrances, 79% of men. For most Italians, 63% of women and 55% of men, perfuming is a recurring daily gesture rather than linked to a special event. In absolute terms, eau de parfum are the most used and present in the routine of women (70%), up compared to 2016; followed by eau de toilette (67%). Among men, on the other hand, eau de toilette is used more (60% compared to 55% of eau de parfum).

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In everyday life, not only classic fragrances are used, but there is a growth in products for perfuming the body such as lotions, creams and perfumed oils, used by more than one woman out of 2. Most women, then, use different fragrances based on the occasion (67%), to the season (63%), while the man much more simply has a favorite fragrance that he always uses (65%).

Something very personal

The word “perfume” from the Latin “through smoke” immediately suggests a strong exploratory and discovery component that defines this category of beauty. In addition to being very experiential given the involvement of the sense of smell, it is also highly symbolic and social. 73% of Italians say they pay close attention to the scents of things and people around them.

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A completely involuntary act, to smell / breathe, but which fixes memories and emotions. Precisely for these peculiar aspects, the use of fragrances has a very personal and intimate component: 74% declare that wearing a fragrance can change their mood; 50% feel like a different person when using their favorite perfume. Given the strong social component, wearing perfume for a woman also means the will to be noticed by the people around her: 63% of Italians choose a perfume that enhances her sensuality; 61% are looking for a fragrance that highlights their youth.

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