In a growing trend dubbed "smellmaxxing" on TikTok, teenage boys across the United States are splurging on high-end designer perfumes, transforming fragrance into a new status symbol.
To cite a few, The Straits Times mentioned Logan Ayers, a 14-year-old from Chicago, who began building his collection with money from his bar mitzvah six months ago. Similarly, 11-year-old Lincoln Rivera from New York recently requested a $125 atomizer of Yves Saint Laurent Eau de parfum during a trip to Sephora.
Instead of using basic products like deodorant, they are now adopting more complex grooming habits. For example, middle school students are starting to use expensive designer perfumes and colognes like Gucci, Dior, and Yves Saint Laurent.
Girls are also becoming very focused on using high-quality lip products and moisturizers.
Essentially, young people are shifting towards using more upscale and sophisticated grooming products.
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Young Consumers on Fragrances
In the same report by The New York Times, it was found that teenage boys' spending on fragrances has spiked by 26%, with traditional brands like Axe and Old Spice losing ground to luxury names such as Valentino and Jean Paul Gaultier.
Influencers on platforms like TikTok shape these preferences, offering tips for "smellmaxxing" and recommending scents for various occasions. Even teenagers have become influencers in the fragrance space, sharing their insights and recommendations with followers.
With teenage shoppers developing more expensive tastes, high-end fragrances are witnessing a surge in popularity among young consumers.
Now, brands are eager to capture this demographic early, recognizing the potential for long-term loyalty.
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