A new Gen Z fragrance study by Axe reveals bold, fruity, and subtle scents as confidence drivers, highlighting how younger consumers use fragrance as identity, self-expression, and charisma beyond traditional gendered categories.
Fragrance is emerging as a defining element of Gen Z self-expression, confidence, and personal identity, according to a new study commissioned by Axe (Unilever). Surveying over 2,000 Americans aged 16 to 30, the research explored the scents this generation most associates with confidence and charisma. These two traits are central to their sense of attraction and appeal.
Smelling good equals feeling confident
The study revealed that more than one in four respondents believe smelling good makes someone instantly more attractive. For Gen Z, fragrance is no longer just a finishing touch. It has become a core part of social presence and identity. Nearly one in three participants said scent boosts their confidence in social situations, ranking just behind clothing choices and being with friends.
The five fragrance families of confidence
Respondents highlighted five scent profiles that best convey confidence and charisma:
- Bold and intense – Amber, oud, leather, and spice; commanding, memorable, and ranked first across all groups.
- Fresh and clean – Citrus, mint, and aquatic blends; versatile and polished, most popular among men and those aged 24–30.
- Sweet and creamy – Vanilla, tonka, and caramel; warm, approachable favourites among women and older Gen Zs.
- Playful and fruity – Cherry, mango, and watermelon; expressive, youthful, and trending strongly on TikTok.
- Skin-like and subtle – Musk, cashmere, and soft woods; intimate, understated, and more appealing to women and older Gen Zs.
Redefining scent and identity
The findings show Gen Z’s approach to fragrance is both emotional and functional. Preferences evolve with age. Teens lean towards fruity playfulness, while older Gen Zs embrace subtle warmth. Gender boundaries are also blurring, with consumers choosing scents based on mood, personality, and occasion rather than traditional categories.
For fragrance and grooming brands, the message is clear: Gen Z views scent as a confidence signal, identity marker, and charisma enhancer—a powerful opportunity for innovation and marketing.
Representative banner image | Credits: Freepik
