1 month ago
11
Millennials may recall Claire’s as the mall store where they went to get their ears pierced in their tween years. But today’s young consumers have different beauty priorities than millennials did: Namely, they’re spending a lot more money on fragrance than piercings. And today’s version of Claire’s wants to be known as a destination to satisfy those demands: On Thursday, Claire’s launched a collection of five new fragrances and a body care collection targeted to Gen Z and Gen Alpha.
“There is definitely an appetite for [fragrance] from our customers,” said Alisha Chadha, svp of global merchandising for Claire’s. “We see the strength growing from season to season.”
Claire’s has reason to believe fragrance will continue to be a strong category. According to data from market analysts Circana, Gen Z’s fragrance use jumped from 5% in 2022 to 83% in 2023. But Claire’s specifically wants to target the demographic it calls Gen Zalpha, which straddles Gen Z and Gen Alpha, the oldest of whom were born in 2010.
Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
English (US) ·