The most Googled fragrances of 2020

As the year comes to an end, the most popular scents for men and women around the world have been revealed

Chris Hemsworth for Hugo Boss, Zendaya for Lancôme and Karlie Kloss for Carolina Herrera

Another year is coming to an end and it is no secret that the luxury fragrance industry took a hit in 2020, with the closure of non-essential stores preventing consumers from trialling their new favourite scent.

But the perfume sector has bounced back following the increase in the number of subscription box services, personalised quizzes and tester packs.

Market researcher The NPD Group reported that, compared to 2019, the sales of luxury edps and edts improved from a 67% loss to a decline of 13% since the reopening of non-essential retail stores.

Meanwhile, online retailer Fragrance Direct has analysed consumer Google search results over the past 12 months, from more than 100 countries and 10,000 fragrances, in a bid to reveal which products are the most desired around the world.

In the top spot, across both male and female marketed products, was Estée by Estée Lauder with more than 962,000 searches worldwide.

Versace's Eros Pour Femme, Carolina Herrera's Good Girl and Marc Jacobs' Daisy took second, third and fourth place respectively.

The most popular male marketed product did not arrive until fifth on the list with Cool Water by Davidoff earning 134,000 searches.

The aftershave made the top five in 43 countries and proved to be particularly popular . . .

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