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Top-10 Most Mentioned Fragrances Brands by Influencers

Fragrance brands had been actively collaborating with social media influencers in 2023, including beauty bloggers. Brands recognized the importance of creating a strong olfactory brand identity on social media. They shared content that evoked scents and emotions, often linking fragrances to specific memories or experiences in what we can call scent marketing. Discover the top 10 most mentioned fragrances brands by influencers in 2023.

a woman comparing perfume samples
a woman comparing perfume samples

Kolsquare Methodology

Based on the analysis of Kolsquare data, this study presents the performance of brands in the beauty industry (make-up, skincare, haircare and fragrances) worldwide. It is based on the analysis of millions of Kolsquare influencers, including more than 536,009 profiles that have mentioned one of the 202 beauty brands analyzed or used one of their brand hashtags at least once. The 7,698,391 posts analyzed between July 2022 and August 2023 were identified through mentions and brand hashtags on Instagram, YouTube, TikTok, Facebook, and Twitter.

The below data are extracted from our study “Influencer Marketing in the Beauty Industry in 2023“, available for download here.

Top-10 Most Mentioned Fragrances Brands By Influencers

1. Chanel Beauty

With 184 594 mentions, Chanel Beauty dominates this ranking. Chanel Beauty refers to the makeup, skincare, and fragrance products created and marketed by the luxury French fashion and beauty brand, Chanel.

Chanel is renowned for its high-quality cosmetics and fragrances, and the Chanel Beauty line includes a wide range of products designed to enhance and beautify the skin, face, and body.

2. Dior Beauty

In second place we have Dior Beauty with 150 334 mentions. Their products often feature elegant packaging and are formulated with a focus on both fashion-forward trends and timeless elegance. Dior’s perfumes are known for their exquisite craftsmanship, unique scents, and stylish packaging. J’adore is one of Dior’s iconic fragrances for women.

3. Sephora

Sephora is a multinational chain of beauty and cosmetics stores known for offering a wide range of high-end and prestige beauty products. With 110 772 mentions, Sephora has become one of the world’s leading beauty retailers and is known for its extensive selection of makeup, skincare, haircare, fragrance, and beauty tools from both established and emerging brands.

4. Lancôme

Lancôme is the epitome of French beauty brand with 99 325 mentions. Lancôme is a well-known luxury cosmetics and beauty brand that offers a range of perfumes for both women and men. Lancôme’s fragrances are known for their elegant and sophisticated scents, often reflecting the brand’s French heritage and commitment to quality.

5. Armani Beauty

With 58 568 mentions, Armani Beauty is a brand of cosmetics and beauty products that is part of the luxury fashion house Giorgio Armani. Founded by Italian fashion designer Giorgio Armani, the brand is known for its high-end makeup, skincare, and fragrance products. They have designed fragrances for both men and women.

6. Guerlain

Guerlain is a prestigious French perfume, cosmetics, and skincare brand that was founded in 1828 by Pierre-François Pascal Guerlain. The company is renowned for its luxurious and high-quality perfumes. Guerlain has a rich history of creating iconic fragrances that have stood the test of time and continue to be highly regarded in the world of perfumery. One of Guerlain’s most famous and timeless fragrances is Shalimar. Introduced in 1925, Shalimar is considered one of the world’s classic fragrances. It’s known for its oriental and exotic scent. It has been mentioned 35 674 times.

7. Tom Ford Beauty

Tom Ford Beauty is a line of cosmetics, skincare, and fragrances created by the American fashion designer Tom Ford. Tom Ford is known for his high-end fashion and luxury products, and his beauty line is no exception (25 547 mentions). Tom Ford Beauty includes a range of makeup and skincare products, but it is particularly renowned for its collection of fragrances.

Tom Ford’s fragrances are often sophisticated, complex, and designed to appeal to a wide range of tastes.

8. Paco Rabanne

Paco Rabanne is a Spanish fashion designer known for his innovative and avant-garde designs. His brand, Paco Rabanne, has also gained recognition in the world of fragrances. Paco Rabanne perfumes are known for their distinctive and often daring scents, as well as their unique and creative packaging. Paco Rabanne perfumes often come in distinctive and eye-catching bottles, designed to reflect the brand’s avant-garde style. The fragrances are known for their longevity and uniqueness, appealing to individuals who appreciate bold and memorable scents. It has been quoted 22 513 times.

9. Gucci Beauty

Gucci Beauty is a brand that encompasses a wide range of beauty and fragrance products, including makeup, skincare, and, of course, perfumes. Gucci, an Italian luxury fashion house, is known for its high-quality and stylish products, and their fragrances are no exception. Gucci Beauty’s perfumes often reflect the brand’s creative and distinctive approach to fashion and beauty. Mentioned 18 938 times.

10. Perfumerias Primor

Perfumerías Primor is a Spanish retail chain specializing in beauty and personal care products, including cosmetics, fragrances, skincare, and haircare items. Mentioned 16 391 times, it is one of the largest and most popular beauty and personal care retailers in Spain. Perfumerías Primor is known for offering a wide range of beauty products from both well-known and niche brands, often at competitive prices.

Share of voice of each brand or company in terms of EMV

Share of voice can be defined as a brand’s market share or presence relative to your competitors on different channels. It serves as a metric for determining how well-known and visible a brand is, figuratively what is its market share. The share of voice doesn’t refer to the percentage of sales, but to the percentage of discussion.

In this ranking, the top-3 is dominated by Dior beauty, Chanel Beauty and Sephora.

  1. Dior beauty 22,7%
  2. Chanel Beauty 22%
  3. Sephora 18%
  4. Lancôme 12%
  5. Armani Beauty 8,7%
  6. Guerlain 4%
  7. Paco Rabanne 3,1%
  8. Tom Ford Beauty 2,6%
  9. Gucci Beauty 2,4%
  10. Kilian Paris 1,4%

Key figures from the report

  • 83% of content published by fragrance KOLs is in video format.
  • On Instagram, 41% of content published is stories.
  • The average engagement rate of a TikTok video for the sector is 2.3%.
  • The three brands generating the most engagement on TikTok are Sephora, Armani and Lancôme.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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