Phlur Tops Social Media Rankings as Fragrance Brands Flourish

Data from CreatorIQ reveals that Phlur has emerged as the most-loved fragrance brand on social media for September 2023. The brand, recognized for its popular scents such as Vanilla Skin and Father Figure, achieved a remarkable $11 million in earned media value (EMV), marking a 45 percent increase from the previous month. This impressive performance highlights Phlur’s substantial impact and reach across social media platforms.

Phlur stands out not only for its appealing fragrances but also for its pricing strategy, which positions it as an affordable option within the prestige fragrance market. The brand is unique in its presence on TikTok Shop, where it launched a new fragrance mist, Vanilla Blackberry, in September. Following this, Phlur introduced another body mist, Cashmere Skin, and hinted at the release of a new Afterglow Eau de Parfum before the year’s end.

Top Brands in Social Media Engagement

Following closely behind Phlur is Kayali, founded by Mona Kattan, which secured the second position in EMV for September. Throughout the year, Kayali and Phlur have exchanged places in rankings, demonstrating their competitive nature in the fragrance industry. Dior and Prada ranked third and fourth, respectively, indicating a strong performance among luxury brands.

Additionally, Ralph Lauren made headlines for its promotional efforts at New York Fashion Week, showcasing its newest fragrance featuring Usher. The brand not only entered the top ten but also recorded the highest growth rate, with an astonishing 547 percent increase in EMV year-over-year. Meanwhile, Ellis Brooklyn, known for its affordability and quick product launches, achieved a year-over-year growth of 165 percent.

Despite the rise of the #FragranceTok trend on TikTok, the platform contributed only slightly more to the EMV of the top ten brands than Instagram, accounting for 51 percent of their collective EMV in September. This suggests that while TikTok is influential, Instagram remains a key player in driving fragrance brand engagement on social media.

As the fragrance market continues to evolve, brands like Phlur and Kayali are leveraging innovative marketing strategies and social media platforms to capture consumer attention. Their success reflects a growing trend towards more accessible luxury fragrances, appealing to a broader audience eager for unique and compelling scents.

The fragrance industry, particularly in the realm of social media, is poised for further growth, driven by brands that understand how to connect with consumers effectively through digital channels.