By Andy Chivers

Copyright dailystar

Fresh research has uncovered that a whopping four in ten Gen Z can’t leave the house without a spritz of fragrance. However, they’re shunning traditional scents like cut grass and sandalwood favoured by their elders, instead opting for the sweet smells of vanilla, strawberries, cherry blossom, and ‘clean skin’. A third of Gen Z are known to switch up their fragrances based on the events they’re attending, with a whopping eight out of 10 fragrance buyers choosing a scent that boosts their confidence or enhances their mood. In contrast, a survey of 2,000 adults revealed that millennials have a penchant for minty aromas, while Gen X folks are partial to the smell of fresh laundry. Nearly two-thirds (64 per cent) of Gen Z are willing to splurge on scented products simply because they love the smell. Additionally, 18 per cent of Gen Z individuals who favour ‘classic’ scents with rich and complex fragrances view them as powerful triggers of nostalgia. Vivek Sirohi from Unilever, which commissioned the research said; “Compared to older generations who tend to stick with familiar, comforting scents, Gen Z is more experimental. “Getting a deeper understanding of how different age groups connect with fragrance helps us make products that really speak to them, or that strike a nostalgic chord. “It’s not just about following trends – it’s about staying in tune with what people want.” Interestingly, nearly one in three Gen Z individuals follow fragrance trends such as ‘smellmaxxing’ – the layering of different scents – popularised on social media platforms like TikTok . According to data from OnePoll.com, 34 per cent regularly purchase beauty or personal care products inspired by these online platforms on a weekly basis or even more frequently. Some even choose a laundry or cleaning product based on a social recommendation or viral trend, without even giving it a sniff first. Vivek added; “For Gen Z, fragrance isn’t just about smelling good – it’s become part of how they express themselves, like fashion or music. “They’re mixing, layering, and choosing scents that reflect who they are and what they care about. Social media plays a big role here too – trends like ‘smellmaxxing’ show just how creative and bold they’re willing to be. “That’s why we are investing into strengthening our ability to innovate faster, blending science, creativity and cultural insight to shape the next chapter in fragrance.”