Gendered fragrance is one of the most fascinating and evolving areas of the fragrance industry, with scents intertwined with cultural norms, marketing strategies, and personal identities. The traditional binary of fragrance marketing has given rise to distinct categories such as “men’s fragrance” and “women’s fragrance,” but this landscape is rapidly shifting as society becomes more inclusive of gender expression. The global fragrance market, which will reach $56.6 billion in 2024 and is expected to grow at a compound annual growth rate of 4.9% through 2030, is experiencing a major shift toward unisex and gender-neutral fragrances, challenging decades of traditional marketing thinking.
The Historical Basis of Gendered Fragrance and Fragrance Marketing
The concept of gendered fragrance is relatively modern, having emerged primarily in the late 19th century as a marketing strategy rather than an inherent property of the scent itself. Luxury perfumes have been widely used for different genders for thousands of years – in ancient Egypt, men and women used the same essential oils and natural perfumes in religious ceremonies and personal hygiene. Similarly, in ancient India, perfumes and aromatherapy oils were used in religious practices, social customs and family rituals, regardless of gender, since the pre-Vedic and Vedic periods.
In the Middle Ages, natural perfumes were ubiquitous in high society, regardless of gender. Ancient cultures around the world, from the Mughal Empire in India to the Ottoman Empire, incorporated rich scents such as rose, agarwood and amber, and were loved by both men and women. Even in 18th-century France, perfume and powdered wigs were worn by both men and women as a symbol of elegance and social status.
The birth of marketing-driven gender divisions in the fragrance industry
The concept of male and female fragrances was first developed as a perfume marketing technique in the late 19th century, at the beginning of the Gilded Age. This period of rapid economic growth made luxury fragrances, including designer perfumes, suddenly accessible to the middle and lower classes of society. The democratization of perfume brands coincided with a shift away from emphasizing traditional gender roles in ordinary households, creating a perfect opportunity for gendered perfume marketing.
The modern perfume industry began to emerge in the early 19th century when synthetic fragrances replaced natural ingredients. This technological change enabled mass production and created opportunities for marketers to gender products. Fragrances with floral notes such as jasmine, rose, lavender and amber were classified as feminine perfumes, while notes such as leather, tobacco and spices were classified as masculine colognes.
Perfume marketing strategies have become increasingly sophisticated, with women’s perfume often packaged in floral designs and sometimes even dyed pale pink, while men’s colognes come in sleeker, darker bottles. These visual cues reinforce the artificial gender divide in the perfume market, which is created for purely commercial purposes.
The Science and Psychology of Neutral Fragrance Odor Perception
Cognitive modulation of aroma perception
Research has shown that semantically labeling an odor as female or male significantly alters perception, suggesting that gender associations are learned rather than innate. Research has shown that participants who sniffed odors labeled female rather than male perceived the odors as more feminine, suggesting that cognitive modulation plays a crucial role in odor perception. This psychological effect stems from repeated exposure to different types of scents throughout our lives, similar to how color associations such as “blue for boys” and “pink for girls” are internalized.
The influence of language on scent perception goes beyond simple labeling. One study explored the effects of grammatical gender and found that memory for scents was enhanced when the grammatical gender of the scent description matched the gender of the scent perception. This linguistic influence suggests that gender associations are deeply ingrained in our understanding of fragrance.
Biological similarities in odor responses
Contrary to the assumption promoted by marketing that there are gender differences in fragrance preferences, scientific research has consistently shown that gender-related similarities are more compelling than differences in olfactory responses. Studies of responses to various olfactory stimuli have shown that women and men not only perform and respond similarly on basic olfactory metrics, but also perform well on ambient odor exposures that simulate everyday situations.
These findings challenge the basic premise that male and female preferences for odors are inherently different, suggesting that the observed differences are primarily the result of cultural conditioning and marketing influences rather than biological predispositions.
Cultural Construction of Odor Association in Perfume Marketing
Traditional gender stereotypes in fragrance marketing
The fragrance marketing industry systematically syncs gender with fragrance through specific psychological strategies. The marketing of female fragrances revolves around concepts of romance, seduction, and irrational desire, while the packaging of male fragrances focuses more on the eroticization of the male body and themes of strength and maturity.
Gender categories have become tied to tactile information – women are represented as soft and smooth, while men are represented as hard and rough. These psychological associations extend beyond the scent itself, influencing how consumers perceive and interact with fragrances based on gender labels. Marketing allows these arbitrary associations to seep into the collective subconscious through artificially created socially accepted gender archetypes.
Advertising reinforces these standards by displaying pink perfume in bottles shaped like flowers or stilettos and by targeting female consumers with ultra-sexualized ads that promote idealized femininity. In contrast, perfume advertising for male consumers emphasizes boldness, power, and sophistication, with simple, unadorned product designs designed to appeal to the aspiring professional male.
Cultural Differences in Smell Perception
Importantly, gender-based fragrance preferences are not universal, but vary significantly across cultures, highlighting that scent associations are learned behaviors rather than innate preferences. In the Middle East, men often prefer rose scents, which may be considered more feminine in Western markets. Brazilian women tend to prefer fresh, green fragrances compared to the fruity and floral scents popular in North America.
These cultural differences highlight the artificiality of gender-based fragrance categories and demonstrate how marketing can create region-specific associations that do not reflect universal human preferences or biological differences.
The rise of unisex and unisex fragrances
Market transformation and growth
The world of perfume is undergoing a sea change as the rigid boundaries between “male” and “female” fragrances fade away, replaced by a more inclusive concept of perfume. In 2023, the global unisex perfume market reached $19.75 billion, and is expected to reach $33.42 billion by 2031, with a compound annual growth rate of 6.81%. This significant growth represents not only a trend, but also a fundamental shift in the way consumers choose perfume.
Since their rise in the 2010s, the popularity of gender-free and unisex fragrances has skyrocketed, growing 216% in 2022 alone. The unisex fragrance segment is expected to experience the fastest CAGR of 9.3% during the forecast period, driven by the evolution of social norms toward gender fluidity and inclusivity, especially among younger cohorts such as millennials and Gen Z.
Drivers of demographic change
Young consumers, particularly millennials and Gen Z, are leading the trend toward unisex fragrances, emphasizing individuality and originality over gender-based categorization. A significant portion of Gen Z consumers prioritize products that challenge traditional gender boundaries, reflecting a broader cultural movement toward gender fluidity and inclusivity, in which gender is understood as a spectrum rather than a binary concept.
Younger generations of men are taking steps to break free from the constraints of traditional, harmful masculinity and explore their emotions and femininity in unprecedented ways. Women are no longer confined to traditional roles, and gender gaps are narrowing at all levels of society and power. This quest for gender equality and the search for something beyond the binary of male and female is reflected not only in personal identity, but also in the products consumers choose to buy.
Industry response and innovation
Luxury fragrance brands have played a major role in the popularization of unisex fragrances. High-end fragrance brands such as Le Labo, Byredo, Maison Margiela, Calvin Klein and Diptyque have gained a cult following for their innovative, unisex scents. With a focus on craftsmanship and quality, these brands use premium ingredients to create sophisticated and inclusive fragrances that appeal to everyone, regardless of gender identity.
Niche perfume brands are particularly well-suited to lead this change, as they can focus on creativity rather than gender labels, and are not constrained by traditional marketing methods. Niche perfume brands are leading a quiet rebellion against the binary system, creating perfumes for emotions rather than gender. Without having to cater to retail shelves or mainstream expectations, niche perfumers are free to create scents that express personality, experience and memory.
A pioneer and market leader in unisex fragrances
Calvin Klein’s revolutionary interpretation of unisex fragrance
Calvin Klein has been a leader in unisex fragrance innovation, having experimented with the concept in the 1990s with limited success. In 1994, CK One was a breakthrough, widely considered the first unisex fragrance to hit the market. In 2020, the brand relaunched CK Everyone, a unisex fragrance made with natural ingredients and featuring a fresh citrus scent in eco-friendly packaging.
CK Everyone’s “I Love Everyone” campaign features a diverse cast of celebrities who gently advocate for self-love and self-acceptance, showing how brands can truly embrace inclusivity rather than just formality. Calvin Klein’s message extends beyond fragrance to encompass a holistic brand philosophy that challenges traditional gender norms across all product categories.
Eccentric Molecules and Non-dual Philosophy
Escentric Molecules prides itself on creating “non-binary fragrances for everyone” and is actively working to dispel the notion that fragrances must be marketed or designed for men or women. Founder Geza Schoen explains their genderless philosophy, noting that “socialization and cultural upbringing influence our boundaries” and that “it’s time to break down traditional notions.”
The brand’s philosophy is: “Perfume has no gender. It sells a story, a concept, a dream, a memory – all of which can make us indulge in it, regardless of gender.” This concept has attracted many high-profile fans such as Rihanna, Beyoncé, Jay-Z and Kate Moss, fully demonstrating the wide appeal of truly unisex fragrance.
Le Labo’s anti-marketing stance
Le Labo co-founder Eddie Roschi stressed that the introduction of gender differences in the perfume industry was only for marketing purposes. He explained: “The perfume industry has always been genderless. When fashion companies started to develop perfumes, gender was added. This was a great marketing opportunity to segment the perfume industry.” The brand’s philosophy emphasizes that self-confidence and the ability to resist marketing pressure are the only limitations to using any perfume on the market.
Experimental Perfume Club’s Customization Revolution
“When fragrance is freed from marketing and visual elements, the men who come to my lab don’t feel constrained by using traditional ‘feminine’ notes like rose and jasmine,” explains Emmanuelle Moeglin, founder of the Experimental Perfume Club, which enables people to create their own fragrances without being bound by traditional masculine and feminine scent boundaries. This observation suggests that when consumers are freed from the shackles of marketing, artificial gender barriers can dissolve.
Trends and consumer behavior in contemporary fragrance selection
Personalization and individual expression
Modern consumers are increasingly focusing on personalization, and the stacking and customization of fragrances are becoming a popular trend. This practice allows consumers to combine multiple fragrances to create a unique olfactory experience based on their mood, occasion or personal style, going beyond a single signature fragrance. Neutral fragrances encourage self-expression and give people the freedom to confidently choose any fragrance, challenging the idea that certain smells are exclusive to a specific gender.
More fragrance options are not only breaking down gender barriers, but are also inspiring greater creativity and self-exploration. This trend reflects a broader cultural shift away from traditional gender roles and towards authenticity and individual expression.
Fragrance Technology and Innovation
The fragrance industry is embracing technological advancements, with the introduction of smart fragrances that use advanced technology to adjust to individual body types and surroundings. These innovations represent the future of personalized scent experiences, where scents adjust throughout the day to stay at their best based on the wearer’s unique characteristics, rather than a pre-set gender.
Celebrity influence and culture shock
High-profile endorsements have played a vital role in normalizing unisex fragrances. Gucci’s “Memoire d’une Odeur” campaign, fronted by Harry Styles, was a true revolution in fragrance advertising. The authenticity of the campaign and its genuine commitment to inclusivity, rather than a false trend-following, resonated with consumers seeking authentic expression.
The carnival atmosphere of Gucci’s campaign was crucial in addressing major issues on a global scale while remaining aesthetically pleasing and fun. This approach shows how brands can tackle serious social issues while creating marketing strategies that are engaging, emotionally resonant, and resonate with different audiences.
Challenges and Market Barriers in Marketing Unisex Fragrances
Retail environment restrictions
Despite the growing acceptance of unisex fragrances, significant challenges remain in a retail environment where perfume shops are still divided into male and female areas. This traditional retail structure creates barriers for consumers seeking unisex fragrances and reinforces the binary thinking that brands are working hard to overcome.
Established brands have a particularly hard time rethinking gender segmentation, especially when it comes to bottle designs and advertising strategies that have worked for decades. The risk is that if products are cookie-cutter and neither suit the tastes of traditional segments nor appeal to all consumers, sales could eventually decline.
Balancing innovation and commercial viability
Brands must approach gender repositioning holistically, from the nose, packaging, visual elements to product names. Successful unisex fragrances require a careful balance, not a simple consensus formula that can dilute the unique qualities that make a fragrance memorable and engaging.
Marketers face a particular challenge when dealing with neutral scents that are not strongly associated with feminine or masculine traits. Research suggests that semantic labels for neutral scents may alter gender perceptions, so the language used in product descriptions and advertising needs to be carefully considered.
The Science of Scent Memory and Association in the Psychology of Perfume
Emotional connections and memory formation
The association between gender and fragrance is often rooted in our upbringing and memories. Smell is closely linked to memory, as smell is the most powerful sense of memory. We remember the perfume our parents wore, as well as the perfume our first love wore, and this can influence whether we associate perfume with masculinity or femininity.
The rise of unisex fragrance has sparked conversations about the power of scent to transcend cultural and social boundaries. Fragrance has a unique power to evoke emotions and memories, transcending language and social constructs. By embracing unisex fragrance, we celebrate the universality of scent and foster connections between people of different backgrounds and experiences.
Breaking the reflex
The psychology behind unisex fragrances is all about breaking down gender barriers and providing a scent that anyone can wear, regardless of their gender identity. One possible reason for the growing popularity of unisex fragrances is that they give people a sense of freedom and individuality. By breaking down traditional gender norms, unisex fragrances allow people to express themselves in new and exciting ways.
This is particularly important for those who do not conform to traditional gender norms and may feel excluded by the traditional beauty industry. Unisex fragrances are often marketed to younger generations who are more likely to reject traditional gender roles and expectations and seek products that reflect a more flexible understanding of gender identity.
Global market dynamics and regional differences in fragrance preferences
Regional Market Performance
In regions such as North America and Europe, the unisex fragrance market is performing well, thanks to the acceptance and popularity of unisex products. These markets benefit from progressive social concepts and consumers’ greater awareness of inclusive issues. In addition, developing economies such as Asia Pacific and Latin America also hold great opportunities, driven by the rapid urbanization process and changing consumer habits.
The offline market will continue to dominate the global market through 2024, thanks to the tactile and experiential nature of fragrance shopping, with consumers often preferring to try out scents in-store before purchasing. Emerging markets such as India and Brazil rely heavily on offline channels due to limited e-commerce penetration in rural areas, but this is changing rapidly with digital transformation.
Cultural adaptation strategy
Successful global brands must adapt to different cultural attitudes towards gender and fragrance in different markets. What works in Western markets may need to be adapted in more traditional societies, requiring a nuanced marketing strategy that respects local cultural values while promoting inclusivity.
The expansion of e-commerce platforms has made the purchase of unisex fragrances more convenient and diverse, which is particularly important in markets where traditional retail has been slow to accept the concept of unisex fragrances. Digital platforms allow brands to directly reach consumers and educate them about the choice of unisex fragrances without being restricted by traditional retail categories.
Future directions of fragrance trends and industry development
Sustainability and ethical considerations
As consumers become more environmentally conscious, they are increasingly turning to brands that focus on sustainability and ethically sourced ingredients. This trend is pushing companies to adopt environmental initiatives, including the use of natural ingredients and sustainable packaging, to meet consumers’ evolving expectations, which extend beyond gender inclusivity to encompass broader social responsibility.
The intersection of sustainability and gender neutrality represents a powerful market force, as younger consumers in particular value brands that are truly committed to multiple progressive causes rather than superficially following trends.
Technology Integration and Personalization
The future of fragrance lies in technology-enabled personalization that transcends traditional gender boundaries. Smart perfumes and AI-powered scent recommendations based on personal preferences, body chemistry, and lifestyle factors represent a path for fragrance to move beyond gender neutrality and toward a truly personalized scent experience.
Social media platforms play a vital role in shaping consumer choices and increasing brand awareness. Fragrance brands are increasingly using these platforms to engage with a wider audience, promote new products, set trends, thereby increasing their market influence, and educate consumers about unisex fragrance options.
In conclusion:
Gender-specific fragrances reflect a complex interplay between cultural norms, marketing strategies, and personal expression. While traditional gender distinctions in fragrance have deep marketing roots rather than scientific evidence, they continue to influence consumer behavior and industry practices. The growing trend toward unisex fragrances represents more than a trend, but a fundamental shift toward a more inclusive and personalized approach to scent.
The transformation of the fragrance industry reflects broader changes in society’s understanding of gender identity and expression. As rigid binary categories are replaced by more flexible and inclusive approaches, the fragrance industry must continue to adapt to meet the needs of diverse consumers who seek to express their authentic selves through scent. The success of pioneering brands shows that authenticity and quality, not gender categories, are the key factors in creating engaging fragrances that resonate with modern consumers.
The future of fragrance lies not in rigid gender categories, but in creating fragrances that celebrate individuality and personal preferences, allowing everyone to find a scent that resonates with their unique identity and style. As the market continues to evolve, driven by younger consumers rejecting traditional limitations and embracing inclusivity, the fragrance industry has the opportunity to lead positive social change while creating innovative products that provide a more diverse and authentic understanding of human identity and expression.
This evolution represents not only a business opportunity, but also reflects a fundamental shift in society toward a more inclusive one, one in which individual expression is valued over conformity. The fragrance industry’s embrace of gender neutrality signals a broader cultural shift that has implications far beyond fragrance itself, affecting how we think about identity, marketing, and the products we choose to use to express ourselves.
