{"id":11763,"date":"2025-10-02T09:00:00","date_gmt":"2025-10-02T07:00:00","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=11763"},"modified":"2025-10-06T17:19:25","modified_gmt":"2025-10-06T15:19:25","slug":"purpose-or-perfume-what-really-drives-luxury-buyers","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/their-choice\/purpose-or-perfume-what-really-drives-luxury-buyers\/","title":{"rendered":"Purpose or perfume? What really drives luxury buyers"},"content":{"rendered":"\n

What drives someone to spend \u20ac120 on a bottle of perfume, the scent or the story behind it? In recent years, luxury brands have increasingly leaned into purpose-driven marketing, hoping that messages of sustainability, ethics, or community will resonate with today\u2019s values-conscious consumers. But in a category as emotional and sensory as perfume, does purpose really seal the deal?<\/p>\n\n\n\n

Based on interviews with industry insiders and a consumer survey focused on Gen Z, my research suggests that while purpose matters, it doesn\u2019t override the one thing consumers won\u2019t compromise on: how the perfume smells<\/strong>.<\/p>\n\n\n\n

\n

Purpose is a plus<\/em>, not a prerequisite. If the scent doesn\u2019t connect emotionally, no amount of sustainability claims or ethical storytelling will secure the sale.<\/p>\n<\/blockquote>\n\n\n\n

The luxury perfume market: story meets sensation<\/strong><\/h2>\n\n\n\n

Luxury perfumes have always promised more than just a pleasant aroma. They conjure emotion, identity, and even memory. Traditionally, this world has revolved around aesthetics, legacy, and aspiration. But recent years have brought pressures: pandemic disruptions, climate concerns, influencer fatigue, market oversaturation, and declining consumer trust.<\/p>\n\n\n\n

In response, many brands have added purpose to their storytelling arsenal, highlighting ethical sourcing, eco-conscious packaging, and community initiatives<\/strong>. Studies show values matter<\/a> more than ever, particularly to younger generations. Yet other research<\/a> cautions that a mismatch between messaging and action risks veering into greenwashing<\/em>, undermining consumer trust.<\/p>\n\n\n\n

In my research, participants expressed growing skepticism toward vague or exaggerated claims. The message was clear: consumers want authenticity, not posturing.<\/p>\n\n\n\n

Purpose meets preference: when values don\u2019t close the sale<\/strong><\/h2>\n\n\n\n

Purpose-driven marketing, aligning a brand with a social or environmental cause, does resonate. Gen Z in particular expects brands to be transparent, ethical, and engaged.<\/strong> They favour companies that act on their values rather than just talk about them.<\/p>\n\n\n\n

But when it comes to perfume, values alone don\u2019t drive the purchase.<\/p>\n\n\n\n

My survey confirmed: purpose is a plus<\/em>, not a prerequisite. If the scent doesn\u2019t connect emotionally, no amount of sustainability claims or ethical storytelling will secure the sale. Purpose can enrich a brand\u2019s identity<\/a>, but sensory pleasure is what converts interest into purchase<\/a>.<\/p>\n\n\n\n

A generational split: what matters to whom<\/strong><\/h2>\n\n\n\n

Consumer priorities are also shaped by generational differences.<\/p>\n\n\n\n

Gen Z<\/strong> expects brands to reflect their lifestyle and beliefs. They\u2019re drawn to authenticity, personalisation, and ethical action. For them, the \u201cwhy\u201d behind a brand can be as important as the \u201cwhat.\u201d However, they still demand a high-quality product, especially when it comes to fragrance, where emotional resonance plays a central role.<\/p>\n\n\n\n

Older consumers<\/strong>, on the other hand, are typically more brand-loyal. They gravitate toward familiar scents and heritage-driven storytelling. For them, purpose-driven messages are nice but not necessary.<\/p>\n\n\n\n

This divergence underlines the critical need for audience segmentation<\/em> in luxury marketing. One-size-fits-all messaging no longer works<\/strong>. Instead, brands must tailor communications to audience values and expectations.<\/p>\n\n\n\n

\n

As broader Gen Z studies suggest, individual expression and digital innovation are powerful differentiators in today\u2019s saturated markets. In fragrance, they may well define the next frontier of luxury.<\/p>\n<\/blockquote>\n\n\n\n

Personalisation: the new luxury<\/strong><\/h2>\n\n\n\n

Perhaps the strongest trend shaping fragrance that emerged in my research is personalisation. Increasingly, consumers want fragrances that reflect their individuality: their identity, their mood, even their outfit.<\/p>\n\n\n\n

In fact, customisation may be the ultimate expression of purpose, turning the product into a mirror of the consumer\u2019s values and desires<\/strong>. From AI-driven fragrance tools like Scent Visualizer<\/em> and Wikiparfums<\/em> to bespoke perfumery ateliers, the industry is experimenting with new ways to create deeply personal scent experiences. It\u2019s like Tinder for your nose: people want a personal connection to what they wear. <\/p>\n\n\n\n

As broader Gen Z studies<\/a> suggest, individual expression and digital innovation are powerful differentiators in today\u2019s saturated markets. In fragrance, they may well define the next frontier of luxury.<\/p>\n\n\n\n

Greenwashing vs. authenticity<\/strong><\/h2>\n\n\n\n

Despite growing demand for sustainable practices, not all consumers believe what they see. Greenwashing<\/em>, when brands overstate or fabricate their environmental efforts, remains a major concern. As recent consumer pushback<\/a> against \u201cclean beauty\u201d claims at major retailers like Sephora shows, missteps here can cause real reputational harm.<\/strong><\/p>\n\n\n\n

Survey participants, particularly Gen Z, were quick to question vague or generic claims and instead valued concrete, transparent actions. Brands that invest in traceability, verifiable sourcing, and authentic storytelling are far more likely to build lasting consumer loyalty.<\/p>\n\n\n\n

What should brands do next?<\/strong><\/h2>\n\n\n\n

Three insights emerged for luxury perfume brands navigating the tension between purpose and pleasure:<\/p>\n\n\n\n

    \n
  1. Balance purpose with product excellence<\/strong>
    <\/strong>Purpose can enhance a brand\u2019s story, but it can\u2019t replace the product\u2019s quality. In fragrance, the scent must be irresistible. Values can attract attention, but sensory satisfaction seals the deal.<\/li>\n\n\n\n
  2. Tailor messaging by generation<\/strong>
    <\/strong>Gen Z expects values, transparency, and emotional resonance. Older generations may prioritise tradition and product heritage. Brands must segment their messaging and respect these differences.<\/li>\n\n\n\n
  3. Invest in authenticity and experience<\/strong>
    <\/strong>Today\u2019s consumers crave experiences that feel real and personal. Customisation, immersive storytelling, and brand experiences that connect on a human level can make a lasting impact.<\/li>\n<\/ol>\n\n\n\n

    Making better choices irresistible<\/strong><\/h2>\n\n\n\n

    Since completing my thesis, I\u2019ve joined the marketing team at the Michelin Guide, a brand that lives at the intersection of excellence, storytelling, and sensory experience. It\u2019s made me reflect even more on how purpose and pleasure can co-exist in branding.<\/p>\n\n\n\n

    Ultimately, whether it\u2019s fine dining, sustainable fashion, or luxury perfume, the challenge for marketers is the same: how can <\/strong>we make better choices<\/strong> feel <\/strong>effortless<\/strong> and <\/strong>desirable<\/strong> for consumers?<\/strong><\/p>\n\n\n\n

    Brands need to make sustainability beautiful, ethics engaging, and quality unforgettable. Because in a world of endless options, the brands that win are the ones that not only mean well but smell amazing too.<\/p>\n\n\n\n

    This article is based on the author\u2019s thesis as part of the\u00a0MSc in Marketing & Creativity<\/a>\u00a0at ESCP Business School,<\/em> which was awarded Best Thesis from the programme.<\/em><\/p>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

    Gen Z wants values. But in the luxury fragrance world, it\u2019s still the scent that seals the deal.<\/p>\n","protected":false},"author":15,"featured_media":11761,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[82,16],"class_list":["post-11763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-their-choice","tag-marketing","tag-strategy","category-12","description-off"],"acf":[],"yoast_head":"\nPurpose or perfume? What really drives luxury buyers - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"Gen Z wants values in their purchases. 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