Spate, a machine intelligence platform, named two of the fastest-growing rising star personal fragrance brands in the United States—Jean Paul Gaultier and Laura Mercier.
How Social Media Works as a Predictor for Trends in Beauty and Fragrance
According to Spate's research, French fragrance brand Jean Paul Gaultier’s (JPG) is boasting an average of 56.5K monthly searches and a +149.6% growth in searches compared to last year. A release by Spate stated, "While many of the searches are for Jean Paul Gaultier cologne and Ultra Male cologne, a substantial amount of queries is for Jean Paul Gaultier women’s perfume. We’re intrigued by consumers’ interest in highly gendered products, which is surprising in a market where more and more brands are offering unisex fragrances."
Second on the list is Laura Mercier with an average of 2.7K monthly searches and a +97.1% growth in searches compared to last year. Spate pens, "It’s the Laura Mercier perfume Vanille in particular that consumers are searching for. If you’re chronically online, you may think people are only interested in niche scents and notes no one has ever heard of, written by an unhinged copywriter. However, it seems consumers are searching for more traditional, i.e., basic scents like vanilla, coconut, and bergamot. Fragrance brands, take note—it might be best to spotlight one standout product."
This trend tracks with Spate's previous reporting in April 2024, naming Caramel Fragrances and Gourmand Fragrances as the leading search terms.
According to Spate, caramel fragrance had a volume of 4.3K (growth of +78.2%), with gourmand fragrance close behind with a volume of 4.2K (growth +77.5%).
The latest release from Spate reads, "Caramel perfume may sound sticky-sweet, but there are various ways it can be interpreted: vanilla caramel, salted caramel, caramel chai swirl, and caramel pistachio are among the most popular search combinations. Caramel perfume is experiencing a +78.2% YoY growth, with an average of 4.3K monthly searches.
What will consumers be wearing next?
![[The gourmand fragrance] category is growing at a rate of +77.5% YoY, with an average of 4.2K monthly searches.](https://img.perfumerflavorist.com/files/base/allured/all/image/2024/04/AdobeStock_567491029.6627d20446277.png?auto=format%2Ccompress&fit=crop&h=191&q=70&w=340)
