January 14, 2004

By: Nicole Sims
Website: http://www.1st-in-cosmetics.com

French women are the most sweet smelling in Europe

More than three-quarters (76 per cent) of French women use a fragrance in an average week, the highest proportion for any European country surveyed, according to research from TNS.

The research - undertaken by TNS’ European Toiletries and Cosmetics Database - compared penetration of fragrance usage in Britain, France, Germany, Italy and Spain. The findings confirm the popularity of perfume usage across these five markets, with six out of ten (60 per cent) women aged 11 to 74 using a fragrance product at least once a week. The results are published to coincide with the UK’s Fragrance Festival Week.

The findings also reveal that fragrance usage is lowest in Italy, with 50 per cent of women using a fragrance each week. Britain also scores low for fragrance usage, with only 54 per cent of women using a fragrance in an average week. This may be due to a higher proportion of women in Britain who use a deodorant - 95 per cent - compared with 87 per cent of French women.

Further research from TNS’ Beauty Panel, shows that the fragrance market is currently worth £662 million in Britain. The findings also show that, in Britain, most fragrances for men are bought as gifts for Valentine’s Day whilst most women’s perfume is purchased during the Christmas period.

Siobhan McAuley, ETCD Account Manager, TNS said: “ Perfume has traditionally been considered something of a luxury item for special occasions. Yet in recent years, women - particularly British women - have become more concerned with the way they smell, with 18 per cent of them using a face & body washing product ‘because of the fragrance’ (compared with a European average of eight per cent). However, as fewer British women use an actual perfume, this tends to suggest that they are looking for a discreet scent, and are reluctant to mix fragrances in case they clash. Major manufacturers, such as Lancome and Estee Lauder have recognised this and offer a range of fragrant toiletries such as body lotion and deodorant, which complement the scent of the main fragrance products.

About The Author:

Nicole Sims is a successful author and regular contributor to http://www.1st-in-cosmetics.com.  Tips on skin care, hair care and beauty products to bring out natural beauty.