Shaping the Future of China’s Fragrance Market: Insights from Lower-Tier Cities and CS Channels

China’s fragrance market is undergoing a period of dynamic change, shaped by clear differences between consumers in lower-tier cities and those shopping through CS (Cosmetic Store) channels. Drawing on research from 青眼情报, the latest survey of more than one thousand consumers, including over three hundred in second-tier and below cities and nearly five hundred CS channel shoppers, provides a detailed view of how gender, age, lifestyle habits and brand preferences influence purchasing behaviour.

The findings reveal the growing diversity of China’s fragrance consumers and highlight the opportunities for brands to adapt their strategies with precision, ensuring they connect with the distinct needs and aspirations of each segment.

Gender and Age Dynamics

Across the country, women remain the primary drivers of perfume purchases. In higher-tier cities such as Beijing, Shanghai and other “new first-tier” markets, women account for 62.9 per cent of consumers, while in lower-tier cities the proportion is slightly lower at 59.9 per cent. Notably, the share of male consumers in lower-tier markets is higher at just over 40 per cent, signalling a steadily growing interest in fragrance among men. This is a promising area for brands that want to diversify their customer base and product offerings.

Age distribution also shows clear segmentation. In both city tiers, the 26 to 35 age group is the dominant consumer segment, representing 62.3 per cent in higher-tier cities and 52.4 per cent in lower-tier cities. These individuals are at the peak of their careers and social lives, with both the motivation and the spending power to invest in personal image. However, younger consumers aged 18 to 25 make up a larger share in lower-tier cities, at 18.7 per cent compared to 12.9 per cent in higher-tier markets, suggesting an emerging generation of fragrance enthusiasts who are open to discovery and experimentation.

Usage Patterns and Occasions

The frequency of fragrance use varies significantly between markets. In higher-tier cities, perfume is firmly embedded into daily routines, with over a third of consumers applying fragrance once a day and nearly 12 per cent using it multiple times daily. In contrast, consumers in lower-tier markets are more occasion-led, with almost a third reporting no fixed usage pattern.

When it comes to the occasions where fragrance is worn, dating, social gatherings and business settings remain the most common. Consumers in higher-tier cities show a stronger link between perfume and professional environments, with 67.6% wearing fragrance for formal business occasions compared to 57.5% in lower-tier cities. Meanwhile, lower-tier consumers place slightly more emphasis on social contexts. In both groups, the majority adapt their fragrance choice to suit the occasion, although higher-tier consumers tend to be more exacting in their selection.

Product Formats and Scent Preferences

Floral, fruity and woody scent profiles dominate across all markets. Higher-tier consumers show a stronger interest in niche accords such as green notes, while lower-tier markets focus more on familiar mainstream scents. Eau de toilette is the most popular format, chosen by over 80% of consumers in both city tiers, with 30 ml and 50 ml bottles the most common sizes.

Preferences for scent longevity differ noticeably. Higher-tier consumers tend to favour fragrances lasting between four and eight hours, reflecting a desire for all-day wear, while lower-tier consumers prefer lighter options that last two to four hours. This difference suggests scope for brands to adjust product formulations and marketing to suit each audience’s lifestyle.

Brand choice reflects wider economic and cultural influences. Higher-tier consumers show strong loyalty to international luxury brands, alongside growing interest in niche labels. Lower-tier consumers lean towards domestic high-end and entry-level brands, with value for money a clear driver in purchasing decisions.

Buying Behaviour and Emotional Triggers

In higher-tier markets, purchasing tends to be more impulsive, with over 70% of consumers buying immediately when they find a fragrance they like. In lower-tier markets, decisions are more deliberate, with almost a third waiting until they have finished their existing bottles before making a purchase.

Emotion plays a consistent role in both segments. Most consumers prefer to buy fragrance when they are in a positive mood, yet lower-tier consumers are more likely to make a purchase when feeling low, using fragrance as a form of self-reward or emotional uplift. This highlights the potential for brands to integrate emotional storytelling into fragrance marketing, particularly where scent is associated with comfort and wellbeing.

Insights from CS Channel Consumers

CS channel shoppers—71.9% of whom are women—exhibit distinct habits and preferences, showing a greater tendency than the average consumer to change scents according to the occasion, with over 82% adapting their choice to different contexts. Their emotional connection to fragrance is notably strong, with higher reported levels of satisfaction, self-reward, and mood enhancement after purchase. They display a pronounced interest in domestic high-end brands and a willingness to explore customised fragrances, while also being receptive to fragrance-adjacent products such as scented body lotions, shower gels, and home fragrance items.

Fragrance Growth Beyond China’s Top Cities

China’s fragrance market is expanding beyond top-tier cities, with growth hinging on understanding diverse consumer segments—from value-driven young buyers in lower-tier markets to emotionally loyal shoppers in CS channels. Brands that blend locally relevant strategies with universal emotional appeal, crafting scents and stories that resonate with everyday moods and aspirations, will thrive.

Now is the time to act: leverage market intelligence, refine segmentation, and tailor products and storytelling to evolving Chinese preferences for lasting growth and leadership. Contact us now.