The North/South divide is proving alive and well in beauty halls across the country with the most floral, feminine fragrances a sell out success thanks to northern women. South of Watford Gap however, women are snapping up musky, woody and even male scents, according to findings released by one of the UK’s largest perfume retailers, Debenhams.
Northern and Scottish ladies are drawn to glamorous fragrances with a sweet, edible ‘gourmand’ edge. They choose the most ‘girly’ of fragrances with the current bestseller in the region, Viktor & Rolf Flowerbomb.
Southerners opt for more masculine fragrances with an edge, such as Clinique Aromatics Elixir. Men’s fragrances are also popular with Southern girls who wear them on a night out for a more distinctive, dramatic scent.
Women in the Midlands and Wales are the most traditional, opting for the enduring classic perfumes such as Chanel No. 5 and Chanel Coco Mademoiselle.
Irish women are plumping for fresh, light fragrances, even through the winter months, choosing Calvin Klein Euphoria and Marc Jacobs Daisy.
Research from the retailer also showed that:
Northern women are very loyal to perfume brands and invest in big bottles that last months
Southern women are much more likely to buy several small bottles of fragrance that they interchange on a regular basis
Northern women spritz the most – topping up their perfume in the morning, lunchtime and often twice in the evening
Southern women are more likely to go fragrance free during the day, keeping a bottle in their handbags or office draw ready for a night out
Northern women wouldn’t even consider borrowing their man’s scent – less than 5 per cent have done so
Southern women are frequent offenders and borrow their partner’s aftershave on average once a fortnight
Ruth Attridge, spokesperson for Debenhams says, “We see the same trends in fragrance as we do in fashion. Just as Northern women snap up our party dresses and highest heels, they also love the most feminine sweet scents.
“In the South however, it’s distinctive, often masculine fragrances that are teamed with a more edgy style.
“As perfume buying reaches its peak in the run-up to Christmas, we have altered our stock patterns to make sure that whether you are after a fruity fragrance in Folkestone or a woody whiff in Wigan, there is a scent to suit under the tree”.
Debenhams sales figures also reveal that in contrast, there is hardly any regional variance in terms of male fragrance. 1 Million, Bleu de Chanel and Jean Paul Gaultier Le Male are the consistent bestsellers throughout Britain.
Attridge adds, “As long as they smell good, British men are quite happy to buy a brand they recognise and like without worrying about the messages their scent portrays”.
I wonder how much of it's success has to do with the rather brilliant commercial. I think the advert really appeals to men (and women). Great music, Alcohol, Nice car, a bit of gambling, a naked supermodel and the allure of sex, power and money. Perfect.
Advertising at it's best.
