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A recent report published by Canvas8, a global strategic insights practice with expertise in cultural and behavioural trends, finds that in a nation where economic pressures abound, China’s younger generations are turning to fragrances as a form of wellness escapism.
The report, ‘How Chinese Gen Zers use fragrances as wellness escapism’, was authored by Jakarta-based writer Felicia Melody and includes expert insights by Sofia Yi Shang, an editor and writer for Fragrantica, and Lygia (aka Gia), the founder and perfumer of Indonesian fragrance house Être Parfums. It reveals that Gen Y and Gen Z are increasingly integrating niche perfumes into their daily routines, seeking solace and self-expression amidst economic uncertainties.
According to a comprehensive report by Vogue Business, Daxue Consulting, and Jing Daily, the Chinese perfume market has witnessed an extraordinary surge, with sales projected to reach RMB 30 billion ($4.3 billion) by 2025 from RMB 10.9 billion ($1.6 billion) in 2020. This growth, propelled by a compound annual growth rate of 16%, underscores the evolving preferences and purchasing power of Chinese consumers.
In response to this burgeoning demand, Alibaba Group’s Tmall has bolstered its niche fragrance category, attracting more manufacturers to its platform and enhancing omni-channel strategies. Perfumers are increasingly leveraging e-commerce innovations, including direct-to-home sampling, to engage a digitally savvy audience.
“While offline retailers dominate sales with a 71% share, online channels contribute significantly with over 28% of revenue,” notes the report, highlighting the dual approach necessary for capturing diverse consumer behaviours in China.
The allure of fragrance extends beyond mere scent; it embodies cultural pride and personal identity for Chinese youth. Local brands such as Scent Library and international labels like LVMH’s Acqua di Parma are now staples on Chinese vanities, reflecting a shift towards sophisticated, understated scents like rose, osmanthus, and jasmine.
Dr. Mei Wong, a cultural analyst at Daxue Consulting, comments, “The rise of ‘guochao’ – a movement celebrating Chinese heritage – has reshaped consumer preferences. Young Chinese are gravitating towards fragrances that resonate with their cultural identity, seeking both emotional resonance and sensory pleasure in their daily rituals.”
Fragrance has emerged not just as a luxury, but as a means of personal expression and emotional wellness. Amidst China’s ‘996’ work culture and economic pressures, younger demographics are turning to scents that offer respite and nostalgia, evoking memories of simpler times and rural landscapes.
Sofia Yi Shang, editor at Fragrantica, observes, “As a perfume enthusiast, I find that Chinese fragrances with certain cultural, philosophical, or aesthetic selling points capture my attention. Whether it's the special local ingredients they showcase, inspiration from Chinese culture, or references to Chinese folklore or poetry.”
Looking ahead, the Chinese fragrance market shows promising growth opportunities, particularly in niche and culturally inspired offerings. Brands like Documents and Melt Season are pioneering this space by infusing perfumes with local motifs and traditional Chinese aesthetics, catering to a discerning consumer base eager for authenticity and uniqueness.
Louis Houdart, a consumer brand advisor, remarks, “The future of Chinese perfumery lies in its ability to blend tradition with innovation. There’s a burgeoning appetite for natural scents and aromatherapy-inspired fragrances, signalling a broader shift towards holistic wellness.”
Nick Morris, UK-based founder and Managing Director of Canvas8, said: “As China’s middle class continues to expand and urbanization trends evolve, the fragrance industry stands poised for continued innovation and market penetration. With Gen Z leading the charge towards fragrance as a form of self-care and cultural assertion, the sector is set to redefine luxury and personal wellness in the years to come.”
‘How Chinese Gen Zers use fragrances as wellness escapism’ may be downloaded here for a limited 1-week period:
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