Hearst Magazines UK has unveiled its first major piece of cross-brand beauty research with an in-depth look at how its audiences interact with the fragrance market.
The study used a sample of 15,000 consumers from across the publisher’s portfolio of brands and aimed to identify drivers to purchase, customer journeys and the role different media play in fragrance consumption.
Key findings show that designer brands rather than celebrity endorsements hold sway over consumers and that women tend to spend more money on fragrance gifts when buying for their partner.
Other key findings include promotional mechanics –like scent strips in magazines - are a powerful marketing tool and a third of respondents would consider buying a celebrity fragrance if they liked the person but the smell is most important, regardless of who designed the fragrance.
Hearst UK Chief Operating Officer Anna Jones said: “Consumer insight is a core focus for our business and this latest piece of research shows how important our brands are in influencing consumer purchasing decisions on fragrance.
“This research proves that our audiences not only trust our brands, but also that Hearst UK has a deep understanding of British women and what makes them tick.”