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1、FEBRUARY 2025Luxury Fragrance Power Players:Consumers Brand FavoritesLuxury brands are making waves in the fragrance category.We can see which brands are leading the charge by looking at the brands with high price points driving the biggest shifts in popularity across the Spate dashboard measured by

2、 the combined share of voice across Google Search and TikTok.Armani Beauty stands out as the top brand,driving the most significant increase in interest while maintaining high overall popularity.Its Stronger With You line fuels much of this momentum across both platforms.Jean Paul Gaultier is capita

3、lizing on TikTok,with 89.7%of its popularity from the platform,driven by its fragrances resonating with male content creators.Meanwhile,Azzaro is gaining traction on Google Search,signaling a clear opportunity to expand its presence and engagement on TikTok.This mix of platform-specific success high

4、lights the evolving strategies luxury brands are using to capture consumer interest.Read on to discover which luxury fragrance brands are gaining traction and which emerging players are on the rise.Book a free trial of Spate data to uncover opportunities and see where your brand stands in identifyin

5、g whitespace.Thank you,Olivier and Yarden,co-founders of SpateWHOS DRIVING LUXURY FRAGRANCE GROWTH?SEE THE STANDOUTSWHAT IS THE POPULARITY INDEX?SPATES PROPRIETARY POPULARITY INDEX3The Popularity Index combines data from digital platformscurrently including Google and TikTok to show how popular a ca

6、tegory or trend is.For example,looking at the graph on the right,the trend for“Toner”in the US grew by 41.7%over the past year.The index measures how“Toner”compares to all other beauty trends on these platforms.It adjusts for growth differences on each platform to accurately reflect the increase in

7、popularity.The Popularity Index for“Toner”for US Google Searches&TikTok View in the US.May 2021Sep 2021Jan202May2022Sep2022Jan2023May2023Sep2023Jan2024what questions does the popularity index answer?4Which trends drive the most engagement?How do trends differ on Google vs.TikTok?Whats the overall tr

8、end health across platforms?Discover the beauty trends gaining the most traction and shaping consumer preferences.Understand which categories and brands are more prominent on US Google Search versus TikTok.Get a holistic view of trends across platforms,empowering better strategic decisions.4WHY DOES

9、 IT MATTER?SPATES PROPRIETARY POPULARITY INDEXWHICH BRANDS ARE DRIVING TOP INCREASE?5TOP LUXURY FRAGRANCE BRANDS BY INCREASE IN POPULARITY6Trend Popularity IndexHow big is this brand?Increase YoYYoYarmani beauty18.1Kvery high popularity6.0K48.2%jean paul gaultier6.7Kvery high popularity4.4K189.7%ver

10、sace beauty10.8Kvery high popularity3.7K52.1%valentino beauty5.6Kvery high popularity2.5K79.7%prada beauty5.0Kvery high popularity2.4K95.9%chanel beauty7.7Kvery high popularity1.8K29.8%viktor&rolf3.0Kvery high popularity1.1K58.6%azzaro2.3Kvery high popularity1.1K95.2%tom ford beauty3.9Kvery high pop

11、ularity1.0K35.0%dior beauty18.6Kvery high popularity1.0K5.8%THE TOP BRANDS DRIVING MOST SIGNIFICANT CHANGE IN POPULARITY Source:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 2024HOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET S

12、HARE?TIKTOK SHARE%:Share of TikTok popularity vs.US Google SearchBRAND POPULARITY+48.2%POPULARITY YOY GROWTH xx71.3%TIKTOK SHARESPATE POVARMANI BEAUTYArmani Beauty has 18.1K average monthly popularity,a very high share of voice compared to other brands.Its showing strong growth with a+48.2%year-over

13、-year increase in popularity across Google Search and TikTok combined.With 71.3%of its popularity coming from TikTok,the platform drives the majority of the brands consumer interaction.Source:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 20247ARMANI

14、 BEAUTYPopularity index18.1KAVERAGE MONTHLY POPULARITY Source:PinterestBRAND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 2024;Image source:Armani Beauty*Driven by searches for franchises from the brandARMANI BEAUTYOVERVIEW Armani B

15、eauty is showing positive year-over-year popularity growth,both overall and across Google Search and TikTok individually.Top-searched products from Armani Beauty include the Acqua Di Gio,Stronger With You,and Code franchises,with the brand gaining strong traction for its traditionally masculine scen

16、ts.TOP SEARCHED PRODUCTS BY VOLUMEPOPULARITY8+39.9%+46.6%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)Acqua Di Gio*239.7K Stronger With You*120.5K Code*118.2K Source:PinterestRelated HashtagsViews#armanibeautyparnter11.7M#ad10.8M#strongerwithyou7.2MCreatorsLikes:Latest Week scentfromevan30.7Kteenagedeals13.6Kcal

17、cologne10.0KSource:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 2024;TikTok Week of February 16th,2025OVERVIEW A 68.5%popularity convergence score shows this trend performs similarly on Google and TikTok.The hashtag#strongerwithyou is one of the to

18、p hashtags associated with the brand,highlighting strong interest in this franchise.Top videos also frequently feature the Stronger With You product.9fragranceknowledgescentfromevanthenoelthomasHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?68.5%Popularity ConvergenceBRAND SPOTLIGHTARMANI BEAUTYPOPULARI

19、TY+39.9%+46.6%(YEAR-OVER-YEAR)(YEAR-OVER-YEAR)Source:PinterestHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?BRAND POPULARITY+189.7%POPULARITY YOY GROWTH xx89.7%TIKTOK SHARESPATE POVJEAN PAUL GAULTIERJean Paul Gaultier has very high popularity,reflecting a strong share o

20、f voice across Google Search and TikTok combined.However,its engagement is driven primarily by TikTok,where its fueling much of its popularity,especially in 2024.With this high popularity growth,the brand is clearly resonating with consumers,sparking ongoing conversation and interest across platform

21、s.Source:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 202410JEAN PAUL GAULTIERPopularity index6.7KAVERAGE MONTHLY POPULARITY TIKTOK SHARE%:Share of TikTok popularity vs.US Google SearchSource:PinterestBRAND SPOTLIGHTSource:Popularity Index:US Googl

22、e Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 2024;Image source:Jean Paul Gaultier*Driven by searches for franchises from the brand JEAN PAUL GAULTIERPOPULARITY11+129.8%(YEAR-OVER-YEAR)+192.4%(YEAR-OVER-YEAR)OVERVIEW Jean Paul Gaultier is gaining strong momentum across Goog

23、le Search and TikTok,reflecting growing consumer interest.Fragrances like Le Male,Ultra Male,and Scandal franchises are driving search volumes,signaling demand for the brands bold,distinctive scent profiles.TOP SEARCHED PRODUCTS BY VOLUMELe Male*47.6K Ultra Male*14.6K Scandal*6.6K Source:Pinterestsc

24、entfromevanscentfromevanscentfromevanSource:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 2024;TikTok Week of February 16th,2025OVERVIEW Jean Paul Gaultier shows an 81.0%convergence across Google Search and TikTok,indicating consistent consumer inte

25、rest across both platforms.The brand is strongly associated with cologne and perfume on TikTok,with creators like scentfromevan playing a key role in driving top-performing content and amplifying the conversation.12HOW SIMILAR IS THIS TREND ACROSS PLATFORMS?81.0%Popularity ConvergenceBRAND SPOTLIGHT

26、JEAN PAUL GAULTIERPOPULARITY+129.8%(YEAR-OVER-YEAR)+192.4%(YEAR-OVER-YEAR)Related HashtagsViews#cologne6.2M#perfumetiktok5.7M#perfume5.4MCreatorsLikes:Latest Week scentfromevan317.9Kthenoelthomas200.3Kcomedicscents70.8KSource:PinterestHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MA

27、RKET SHARE?BRAND POPULARITY+95.2%POPULARITY YOY GROWTH xx38.5%TIKTOK SHARESPATE POVAZZAROAzzaro,with 2.3K average monthly popularity,shows strong year-over-year growth across platforms,driven largely by its dominance on Google.This imbalance suggests an untapped opportunity for the brand to expand o

28、n TikTok,where increased visibility could drive even greater consumer engagement and conversation.Source:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 202413AZZAROPopularity index2.3KAVERAGE MONTHLY POPULARITY TIKTOK SHARE%:Share of TikTok popularit

29、y vs.US Google SearchSource:PinterestSource:PinterestBRAND SPOTLIGHTSource:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 2024;Image source:Jean Paul Gaultier*Driven by searches for franchises from the brandAZZAROPOPULARITY14+74.0%(YEAR-OVER-YEAR)+20

30、1.1%(YEAR-OVER-YEAR)OVERVIEW Azzaro is gaining strong traction on TikTok with rising popularity,though it remains more established on Google Search.This signals an opportunity for the brand to further build its presence and engagement on TikTok.Top-searched products like Most Wanted,Chrome,and Wante

31、d By Night EDP reflect rising demand for bold,long-lasting fragrances.TOP SEARCHED PRODUCTS BY VOLUMEMost Wanted*64.1K Chrome*49.0K Wanted By Night EDP19.6K Source:PinterestSource:PinterestcolognecrownivanitaalomelicattsmithxSource:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to

32、 Jan 2025 vs.Feb 2023 to Jan 2024;TikTok Week of February 16th,2025OVERVIEW Azzaro is gaining momentum on TikTok with#ad videos and reviews of its cologne collection,with top content focused on fragrance reviews.With 63.0%convergence across platforms,the brand shows consistent performance,indicating

33、 strong potential for deeper engagement through creator partnerships and product storytelling.15HOW SIMILAR IS THIS TREND ACROSS PLATFORMS?63.0%Popularity ConvergenceBRAND SPOTLIGHTAZZAROSource:PinterestRelated HashtagsViews#ad1.3M#cologne1.2M#fragranceknowledge988.4KCreatorsLikes:Latest Week ivanit

34、aalomeli34.Kcolognecrown13.6Kfragrancehonesty10.8KPOPULARITY+74.0%(YEAR-OVER-YEAR)+201.1%(YEAR-OVER-YEAR)Source:PinterestSNEAK PEEK:EMERGING LUXURY FRAGRANCE BRANDS 16Source:Popularity Index:US Google Search+TikTok Views from from Feb 2024 to Jan 2025 vs.Feb 2023 to Jan 2024THE TOP BRANDS DRIVING YE

35、AR-OVER-YEAR GROWTH IN POPULARITY Explore more emerging players in a Spate dashboard demo.SPATE POVAs the luxury fragrance market continues to evolve,several key trends are shaping consumer behavior and brand strategies.Consumer Interest in Fragrance Reviews and Product Stories.The popularity of fra

36、grance reviews,especially on TikTok,signals a growing consumer interest in personalized recommendations and brand storytelling.Brands like Azzaro that have a strong presence in fragrance reviews are tapping into this trend.Luxury fragrance brands should continue to harness the power of social proof

37、and creator-led content to drive product discovery and deepen consumer engagement.Leveraging Heritage and Legacy.Brands like Chanel,Dior,and Valentino Beauty have deep-rooted legacies in the luxury space,which they continue to build on by preserving their heritage while innovating.This combination o

38、f tradition and innovation resonates with consumers seeking both timeless elegance and modern relevance.Niche Luxury Fragrance Brands Gaining Ground.Emerging luxury fragrance brands like Tiziana Terenzi,Amouage,and Arabian Oud are steadily gaining traction.These brands are carving out niches with un

39、ique offerings and fragrances that appeal to more discerning consumers looking for exclusivity.As the luxury fragrance market continues to evolve,niche brands will continue to find success by offering distinctive,high-quality products that cater to a specialized audience.17Start your free trial toda

40、yOver 20BN search signals and 60M TikTok videos to spot the next big trend.www.spate.nyc Discover more free reports!Volume:Monthly search volume averaged over the last 12 monthsMETRICS:SEARCH&TIKTOKViews:Average weekly views of videos in the US with the included hashtags:past 4 weeksLikes:Latest Wee

41、kThe likes received during the most recent week for posts with the included hashtags19METRICS:POPULARITY INDEXAverage monthly popularity:average monthly popularity of past 12 months.Combined data from Google and TikTok are adjusted for growth differences on each platform within the same industry.Increase YoY:The difference in popularity index of the past 12 months vs.of the previous 12 monthsYoY:Year-over-Year growth rate:latest 12 months vs.previous 12 months growth rateTikTok Share%:Share of TikTok popularity vs.US Google Search20