With sales up 76% at John Lewis, hair mists from MFK, Chanel and Jo Malone London are winning consumers who want to buy their desired fragrance brands for less
The hashtag #hairmist has reached over 117.8 million views on TikTok
This article was originally published in the Fragrance Trend Report Receive your copy here.
Unassuming agents of the fragrance world, hair perfumes have long played second fiddle to the main event – the pillar edp or edt.
But while they may have once been viewed as superfluous, albeit delightful, indulgences, hair perfumes are taking on fresh appeal with cost-conscious consumers due to their lower price tag.
At a time when inflation has risen exponentially, making luxury and designer perfumes less affordable than they were just a year ago, hair perfumes offer consumers a way to experience the same scent at a fraction of the cost of the regular perfume.
They give an option to consumers who still want to buy their desired brand, rather than opt for a dupe by different brand.
Karla Woolley, Buying Manager at The Perfume Shop, tells Cosmetics Business: “Hair mists are a great entry point price into a fragrance category so a perfect opportunity for the customer to access luxury beauty.”
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