I analysed the popularity of perfume brands online in five key markets over the last twelve months based on data from Spate, an AI-powered consumer trend intelligence platform that tracks Google searches and views on TikTok and Instagram. The scores are indexed within each country. A score of 100 means the most popular brand in that market but does not mean the same absolute volume of searches or views between countries.
My first takeaway is that two only brands have a true global projection power appearing in the top 10 in every market: Dior and Chanel. Dior is number one in the US, UK and France while ranking third in Japan and fifth in Korea. Chanel ranks second in France and Korea, fifth in the UK, sixth in the US and tenth in Japan.
Among other brands with a strong global exposure YSL Beauty appears in all markets except Korea while Jo Malone leads both South Korea in and Japan while being absent from the US and French ranking.
The US top ten is almost entirely made up of designer and luxury names: Dior, YSL Beauty, Versace, Armani, Valentino, Chanel, Gucci and Dolce & Gabbana and Burberry with home fragrance brand Yankee Candle being the only outlier at ninth position.
The UK looks similar, but with British brand Jo Malone coming in second.
France is different with a strong preference for French brands. Nine of the ten brands are French-founded or French-rooted, with Armani being the exception.
South Korea is where niche brands are the strongest. Jo Malone leads by a wide margin, followed by Chanel and Le Labo. Granhand is the local independent in the list, while Daniel’s Truth adds another smaller, more artisanal name to the list.
Japan is focused on international premium brands. Jo Malone leads followed by Maison Margiela, Dior and Le Labo. L’Oréal Luxe has the broadest presence, with Maison Margiela, YSL, Aesop and Prada while SHIRO is the only Japanese-origin brand in the top 10.
