Axe Study Reveals Gen Z’s Fragrance Preferences
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
- Bold & Intense – Amber, oud, leather, and spice
– Most preferred across genders and age groups
– Seen as commanding, mysterious, and memorable
- Fresh & Clean – Citrus, mint, and aquatic blends
– Popular among men and older Gen Zs (24–30)
– Associated with polish and versatility
- Sweet & Creamy – Vanilla, tonka, and caramel
– Favored by women and older Gen Zs
– Warm, comforting, and approachable
- Playful & Fruity – Cherry, mango, watermelon
– Trending among younger Gen Zs (16–23)
– Expressive and popular on platforms like Instagram and TikTok
- 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.
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