Phlur Tops Social Media Rankings Among Fragrance Brands in September

Data from CreatorIQ reveals that Phlur has emerged as the most-loved fragrance brand on social media for September 2023. The brand, celebrated for its popular scents like Vanilla Skin and Father Figure, achieved an impressive $11 million in earned media value (EMV), marking a 45 percent increase from the previous month. This growth indicates its significant impact and reach across various social media platforms.

One of the distinguishing factors for Phlur is its presence on TikTok Shop, where it has built a dedicated following. In September, the brand launched a new fragrance mist, Vanilla Blackberry, and has since introduced another body mist, Cashmere Skin, with plans to unveil Afterglow Eau de Parfum before the year concludes.

Competition Among Top Brands

Following closely behind, Kayali, led by entrepreneur Mona Kattan, claimed the second spot in the EMV rankings for September. The dynamic between Phlur and Kayali has seen them trade places throughout the year, reflecting the competitive nature of the fragrance market. Dior and Prada secured the third and fourth positions, respectively, showcasing the continuing strength of established luxury brands in social media engagement.

In an interesting development, Ralph Lauren made a notable impact with its promotional efforts for its latest fragrance, fronted by music artist Usher, during New York Fashion Week. The brand stood out as the top grower overall, achieving an extraordinary 547 percent growth year-over-year in EMV.

Meanwhile, Ellis Brooklyn, another affordable luxury brand, experienced a robust growth rate of 165 percent year-over-year, indicating a shift in consumer preferences towards accessible yet high-quality fragrances.

Social Media Dynamics

Despite the growing popularity of fragrance content on TikTok, often referred to as #FragranceTok, data suggests that TikTok contributes only slightly more to the EMV of the top ten fragrance brands than Instagram does. TikTok accounted for 51 percent of their collective EMV in September, highlighting the importance of Instagram as a powerful platform for brand engagement.

The rankings and data illustrate how the fragrance industry is evolving, with brands like Phlur leading the charge in social media engagement. As consumer preferences continue to shift towards brands that resonate on social platforms, the competition is likely to intensify, creating opportunities for both established names and emerging players in the market.

As the year progresses, brands will need to adapt their strategies to maintain relevance and connection with consumers, particularly as new fragrances and marketing campaigns are launched. The fragrance landscape is set to remain dynamic, reflecting broader trends in consumer behavior and social media engagement.