Young Chinese people are 'crazy' about perfume

Many young people are using scent to express themselves and flaunt their wealth.

In 2020, as a sophomore in college, Zhang Qijing was drawn to the scent of osmanthus that permeated the campus. She decided to buy a similar perfume, but she had no idea where it would take her.

Zhang, 23, is obsessed with scents, from perfumes to candles and essential oils. The girl, who lives in Shantou, Guangdong province, said she likes to visit stores where she can sample the scents, which include woody, fruity and floral scents. Once, she even saw a scent called “Daddy’s Feet” and had to try it.

Zhang Qijing's perfume cabinet at home in Santou City. Photo: Zhang — Zhang Qijing's perfume cabinet at home in Santou City. Photo: *Zhang*

Zhang is not alone in her fascination with such things. Fragrances are becoming an integral part of everyday life for young Chinese, who see them as a way to express themselves and relax.

A report by CBNData and Tmall.com shows that China's perfume industry is expected to reach $5.3 billion by 2026. The untapped market potential is huge, as perfume penetration in China is only 5%, compared to 42% in Europe and 50% in the US.

The perfume industry in China is growing. Illustration photo: VCG — The perfume industry in China is growing. Illustration photo: *VCG*

Wu Qiong, a Beijing resident, owns a collection of 3,000 scents. The 38-year-old woman has been familiar with perfume since 2004, when her mother gave her a bottle of Chanel No.5.

The first time she smelled the expensive perfume, Wu wondered "why would anyone like this baby powder-like scent". This prompted her to research perfumes and her thinking about Chanel No.5 completely changed.

Wu now wears everything from classic scents to salon scents, commercial scents, and even artisan creations. She has recently become fascinated with daffodil scents.

“The perfect scent always seems to be in the next bottle,” Wu says of her never-ending quest for scent.

Fragrant products are sold at a store in Shanghai, May 2023. Illustration photo: VCG — Fragrant products are sold at a store in Shanghai, May 2023. Illustration photo: *VCG*

Nowadays, perfumes are becoming increasingly popular in China, especially among Gen Y and Gen Z customers - the leading group of consumers. According to the survey, women are the ones who are willing to spend money on small luxury items that make them happy.

Echo Gong, a strategy consultant at market research firm Coresight, said increased marketing about the benefits of perfumes and aromatherapy has contributed to the expansion in sales.

"The media is actively promoting the product, and many places even offer scent experiences. Many people turn to aromatherapy as a way to relax and improve their mood," Gong said.

China’s fragrance industry is expanding into household products, car perfumes and personal care products as more people look to make their living spaces more comfortable. This has led to a boom in a variety of products such as essential oils, scented candles and scent diffusers.

Zhang also said that fragrance is one of the factors that makes her choose laundry detergent and shampoo. In addition, clothing stores, shopping malls and even hotels also use perfume to create a distinctive scent.

“This strategy is clever. Whenever I catch a whiff of a scent, it triggers memories of a particular brand or store,” Zhang said.

Wu agrees. She sees fragrance as an imaginative form of art. It has the ability to transport people away from the real world and evoke vivid memories.

Minh Phuong (According to SixthTone )

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