Phlur Tops Social Media Rankings as Fragrance Brand of the Month

Recent data from CreatorIQ has revealed that Phlur is the most-loved fragrance brand on social media for September 2023. The brand, celebrated for its popular scents such as Vanilla Skin and Father Figure, achieved a remarkable $11 million in earned media value (EMV), reflecting a substantial 45 percent increase month-over-month. This performance underscores Phlur’s significant impact and reach within the social media landscape.

Phlur stands out not only for its innovative fragrances but also for its accessibility, being one of the more affordable options in the prestige fragrance category. The brand has made strides in online retail, particularly on the TikTok Shop, where it recently launched a new fragrance mist—Vanilla Blackberry. Following this, Phlur introduced another body mist, Cashmere Skin, and teased the upcoming release of Afterglow Eau de Parfum, set to debut before the end of the year.

Top Competitors in Social Media Fragrance Rankings

Following closely behind Phlur is Kayali, the fragrance brand founded by Mona Kattan, which secured the second position in EMV for September. Throughout the year, both Phlur and Kayali have alternated their standings, showcasing their fierce competition. Renowned luxury brands Dior and Prada rounded out the top four, demonstrating the continued influence of established names in the fragrance market.

Another notable contender, Ralph Lauren, made headlines for its aggressive marketing strategy, particularly during New York Fashion Week, where it heavily promoted its latest fragrance featuring the artist Usher. This campaign contributed to Ralph Lauren being identified as the top grower overall, with a staggering 547 percent increase in EMV year-over-year.

In addition, Ellis Brooklyn, which also offers affordable luxury fragrances, experienced a robust year-over-year growth of 165 percent, indicating a rising trend toward budget-friendly options in a market often dominated by high-end brands.

Social Media’s Role in Fragrance Marketing

Despite the buzz surrounding the popular #FragranceTok trend on TikTok, social media analytics show that TikTok only generated slightly more EMV than Instagram for the top 10 fragrance brands, accounting for 51 percent of their collective EMV in September. This statistic highlights the importance of diverse marketing strategies across platforms, as brands navigate their presence in both traditional and emerging social media spaces.

As the fragrance industry continues to evolve, driven by consumer engagement on social media, brands like Phlur and Kayali are setting new standards for how fragrances are marketed and perceived. The significant growth and shifts within the top ranks reflect not only the preferences of consumers but also the strategic efforts by brands to connect with audiences through innovative marketing initiatives.