Phlur Tops Social Media as Most-Loved Fragrance Brand in September

The fragrance brand Phlur has emerged as the most-loved fragrance brand on social media in September 2023, according to data from CreatorIQ. The brand experienced a remarkable 45 percent increase in earned media value (EMV) from August, reaching nearly $11 million. This surge highlights Phlur’s significant impact and reach on platforms like Instagram and TikTok.

Phlur is recognized for its popular scents such as Vanilla Skin and Father Figure. Notably, it is the only fragrance brand among the top ten that sells on TikTok Shop, which has become an essential platform for brands targeting younger consumers. In September, Phlur exclusively launched a new fragrance mist, Vanilla Blackberry, and has since introduced another body mist, Cashmere Skin. The brand is also set to unveil a new Afterglow Eau de Parfum before the close of the year.

Top Competitors in the Fragrance Space

Following Phlur, Kayali, founded by entrepreneur Mona Kattan, secured the second position in terms of EMV for September. Throughout the year, Kayali and Phlur have consistently exchanged ranking positions. The luxury brands Dior and Prada occupied the third and fourth spots, respectively, illustrating their continued relevance in the competitive fragrance market.

Another notable contender, Ralph Lauren, gained attention for its promotional efforts, particularly surrounding its latest fragrance, which features music star Usher, during New York Fashion Week. Ralph Lauren achieved the most substantial growth in EMV, soaring by 547 percent year-over-year, reflecting the brand’s effective marketing strategies.

Meanwhile, Ellis Brooklyn, similar to Phlur in its pricing strategy and emphasis on speed, demonstrated significant year-over-year growth of 165 percent. This trend showcases a shift towards more affordable yet high-quality fragrance options among consumers.

The Role of Social Media in Brand Growth

Despite the burgeoning popularity of the #FragranceTok movement on TikTok, the platform contributed only slightly more EMV than Instagram for the top ten fragrance brands. TikTok accounted for just 51 percent of their collective EMV in September, highlighting the continued importance of Instagram as a key player in social media marketing for the beauty industry.

As the fragrance market evolves, brands like Phlur are leading the charge by leveraging social media to build strong connections with their consumers. With innovative product launches and strategic marketing on platforms popular among younger demographics, these brands are poised for continued success in the competitive fragrance landscape.