Jacquelyn Wenskus, director and fragrance category analyst at Circana (formerly IRI and The NPD Group), is an expert on the U.S. fragrance market. Her extensive background in data analytics combined with her knowledge and passion for the industry enables her to provide relevant and actionable insights for brands and retailers across the fragrance market.

Wenskus joined former NPD’s beauty team in 2013, working with both emerging and established beauty brands to deliver value through strategic analysis, client education, and data activation. Prior to that, she held roles at then NPD focused on the company’s retailer partnerships, and over the course of six years worked with leading retailers in the beauty, footwear and apparel industries. 

“Consumers are turning to products that spark joy, but at the same time they remain value conscious. Fragrance is positioned as an affordable luxury, checking both boxes,” she told Happi.
 
While the perception of joy and the definition of value is very personal and depends on the individual, these are traits that will drive the trends in fragrance this spring, per Wenskus.

Mood Boosters

Scents that uniquely influence a mood or emotion in a positive way. This is subjective and examples include scents that evoke nostalgia, fulfill a luxury aspiration, smell delicious with a rising interest in gourmand or even scents that fit into a trending aesthetic or vibe—think “clean girl” fragrances or “mob wife” fragrances.

High End

Higher concentrations (more expensive) are stronger and longer lasting. Brands continue to innovate and expand in this area and drive the market this year.

Get It to Go…

Travel or mini sizes as well as discovery sets have been winning and will continue to do so as consumers are increasingly wanting to try and play with different scents and expand their fragrance wardrobes.
 

A Lighter Touch

Body sprays, which are a fraction of the price of traditional juice, are hot right now and will continue to win this year. These are a fraction of the price but are proving to evoke the same level of excitement as traditional perfumes.
 

Sustainability

Refillable bottles, sustainable packaging and sourcing will continue to make consumers feel good about they are buying.