Personal care brand Axe (Unilever) has released findings from a comprehensive study exploring how Gen Z consumers (ages 16–30) associate fragrance with confidence, charisma, and self-expression. Surveying over 2,000 participants, the study highlights a generational shift in how scent is perceived—not just as grooming, but as a social signal and identity marker.

 “For Gen Z, fragrance isn’t just a finishing touch—it’s a confidence booster and a way to express who they are,” said a spokesperson from Axe.

Top Fragrance Families Linked to Confidence

1. Bold & Intense – Amber, oud, leather, and spice

   – Most preferred across genders and age groups 

   – Seen as commanding, mysterious, and memorable

2. Fresh & Clean – Citrus, mint, and aquatic blends

   – Popular among men and older Gen Zs (24–30) 

   – Associated with polish and versatility

3. Sweet & Creamy – Vanilla, tonka, and caramel

   – Favored by women and older Gen Zs 

   – Warm, comforting, and approachable

4. Playful & Fruity – Cherry, mango, watermelon

   – Trending among younger Gen Zs (16–23) 

   – Expressive and popular on platforms like Instagram and TikTok

5. Skin-like & Subtle – Musk, cashmere, soft woods

   – Intimate and understated 

   – Resonates with women and older Gen Zs

Scent as a Social Signal

– 1 in 3 respondents said fragrance boosts their confidence in social settings 

– Ranked just behind clothing and being with friends 

– 1 in 4 believe smelling good makes someone instantly more attractive

The study also revealed a growing fluidity in fragrance choices, with Gen Z selecting scents based on mood, occasion, and personality—rather than traditional gender norms.

For fragrance brands and perfumers, the message is clear: Gen Z expects scent to spark emotion, elevate presence, and align with their evolving identity.