Fragrance Map of Britain, Life Sweeter Up North

Fragrance Map of Britain, Life Sweeter Up North

The North/South divide is proving alive and well in beauty halls across the country with the most floral, feminine fragrances a sell out success thanks to northern women. South of Watford Gap however, women are snapping up musky, woody and even male scents, according to findings released by one of the UK largest perfume retailers, Debenhams.

Northern and Scottish ladies are drawn to glamorous fragrances with a sweet, edible ‘gourmand edge. They choose the most ‘girly of fragrances with the current bestseller in the region, Viktor & Rolf Flowerbomb.

Southerners opt for more masculine fragrances with an edge, such as Clinique Aromatics Elixir. Men fragrances are also popular with Southern girls who wear them on a night out for a more distinctive, dramatic scent.

Women in the Midlands and Wales are the most traditional, opting for the enduring classic perfumes such as Chanel No. 5 and Chanel Coco Mademoiselle.

Irish women are plumping for fresh, light fragrances, even through the winter months, choosing Calvin Klein Euphoria and Marc Jacobs Daisy.

Research from the retailer also showed that:

  • Northern women are very loyal to perfume brands and invest in big bottles that last months
  • Southern women are much more likely to buy several small bottles of fragrance that they interchange on a regular basis
  • Northern women spritz the most, topping up their perfume in the morning, lunchtime and often twice in the evening
  • Southern women are more likely to go fragrance free during the day, keeping a bottle in their handbags or office draw ready for a night out
  • Northern women wouldn t even consider borrowing their man scent, less than 5 per cent have done so
  • Southern women are frequent offenders and borrow their partner aftershave on average once a fortnight

Ruth Attridge, spokesperson for Debenhams says, “We see the same trends in fragrance as we do in fashion. Just as Northern women snap up our party dresses and highest heels, they also love the most feminine sweet scents.

“In the South however, it distinctive, often masculine fragrances that are teamed with a more edgy style.

√¢‚Ǩ≈ìAs perfume buying reaches its peak in the run-up to Christmas, we have altered our stock patterns to make sure that whether you are after a fruity fragrance in Folkestone or a woody whiff in Wigan, there is a scent to suit under the tree√¢‚Ǩ ù.

Debenhams sales figures also reveal that in contrast, there is hardly any regional variance in terms of male fragrance. 1 Million, Bleu de Chanel and Jean Paul Gaultier Le Male are the consistent bestsellers throughout Britain.

Attridge adds, √¢‚Ǩ≈ìAs long as they smell good, British men are quite happy to buy a brand they recognise and like without worrying about the messages their scent portrays√¢‚Ǩ ù.

REGION TOP FIVE FEMALE FRAGRANCES TOP FIVE MALE FRAGRANCES
North & Scotland
  1. Chanel Chance
  2. Gucci Guilty
  3. Paco Rabanne Lady Million
  4. Chanel No. 5
  5. Givenchy Play for Her
  1. Paco Rabanne 1 Million
  2. Bleu de Chanel
  3. Jean Paul Gaultier Le Male
  4. Boss Bottled Night
  5. Dolce & Gabanna The One
South
  1. Chanel Coco Mademoiselle
  2. Clinique Aromatics
  3. Dior Miss Dior
  4. Chanel Coco
  5. Calvin Klein Obsession
  1. Paco Rabanne 1 Million
  2. Jean Paul Gaultier Le Male
  3. Bleu de Chanel
  4. Dolce & Gabanna The One
  5. Boss Bottled
Midlands & Wales
  1. Chanel Coco Mademoiselle
  2. Chanel No. 5
  3. Estee Lauder Beautiful
  4. Dior J Adore
  5. Calvin Klein Eternity
  1. Paco Rabanne 1 Million
  2. Bleu de Chanel
  3. Jean Paul Gaultier Le Male
  4. Dolce & Gabanna The One
  5. Diesel Only The Brave
ROI
  1. Marc Jacobs Daisy
  2. Calvin Klein Euphoria
  3. Marc Jacobs Lola
  4. Giorgio Armani Acqua Di Gio
  5. Chanel Coco Mademoiselle
  1. Paco Rabanne 1 Million
  2. Armani Black Code
  3. Dolce & Gabanna The One
  4. Jean Paul Gaultier Le Male
  5. Boss Bottled
Northern Ireland
  1. Marc Jacobs Daisy
  2. Calvin Klein Euphoria
  3. Marc Jacobs Lola
  4. Chanel Coco Mademoiselle
  5. Giorgio Armani Acqua Di Gio
  1. Paco Rabanne 1 Million
  2. Jean Paul Gaultier Le Male
  3. Bleu de Chanel
  4. Armani Black Code
  5. Dolce & Gabanna The One

Debenhams predicted Christmas fragrance bestsellers:

  1. Chanel Coco Mademoiselle
  2. Chanel No. 5
  3. Gucci Guilty
  4. Marc Jacobs Daisy
  5. Estee Lauder Beautiful
  6. Viktor and Rolf Flowerbomb
  7. Paco Rabanne Lady Million
  8. Dior J Adore
  9. Clinique Aromatics
  10. Thierry Mugler Angel

Do you live in the North or the South? Let me know if your perfume is on the list and where you fit in with the stats by leaving a comment. Did you get any of the predicted Top Ten for Christmas?


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