http://www.senseofsmell.org/research_exchange/finalreports.php

A Sense of Smell Institute White

Paper

Women’s psychology of fragrance: A lifespan study

Rachel S. Herz, Ph.D.

Department of Psychology

Brown University

Contact information: Rachel_herz@brown.edu, T: 401-863-9676, F: 401-863-1300

Prepared Exclusively for the Sense of Smell Institute

The Research & Education Division of The Fragrance Foundation

July, 2003

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Women’s psychology of fragrance: A lifespan study

Methods and Findings

Demographics and Methods:

One hundred and thirteen women across six different age groups, from teenagers to women aged

60+ (between 17-22 respondents per group) were interviewed using the “Fragrance Questionnaire” that

was developed for this research. Please refer to the tables for details concerning age, occupation,

education, partner status, and place of residence. All respondents except for one 20 year old stated that

they believed that their own sense of smell was average or better. Most of the respondents from all age

groups stated that they never smoked; only 5% of the sample overall reported being regular smokers.

The only age group with more than 1 regular smoker were women in their 50’s (3 respondents).

Basic responses to odors:

Almost all respondents stated that they generally noticed smells. The only age groups where this

was not at 100% were among the teens (2 respondents) and the 60+ age category (1 respondent). The

majority of respondents also stated that they generally considered smells to be good (80%). Women in

their 50’s all agreed that smells were good. Forty year olds and teens had the most respondents to say

that they considered smells to be bad (approx 30% of the sample). Despite the fact that 1/3 of the 40

year olds considered smells to be bad, women in their 40’s listed the greatest number of different types

of favorite smells; teens reported the fewest different types of favorite smells.

From the responses obtained to the question what are your favorite smells, 11 major favorite

odor categories were defined. They were: sweet foods, savory foods, baked goods, vanilla, fruits,

flowers, perfume, outdoors (general), fresh-cut grass, ocean, and rain. An “other” category was also

included for responses that did not fit any of the pre-defined categories. The most popular smells in the

“other” category were: laundry/clean clothing, fresh clean scents, baby, tropical, leather (over all age

groups) and paper (only listed among teens and 20’s). Apart from these scents the “other” category was

very idiosyncratic.

Over all age groups, flowers were the smells that women liked the most, “other” (idiosyncratic)

responses were also given frequently. The categories with the fewest nominations overall were ocean

and rain scents. However, favorite smells varied by age. Teens reported favorite smells in all the odor

categories, but the majority of ratings fell in the sweet foods and baked goods categories (2/3 of teens

cited at least one of these categories). Sweet foods in particular were given more nominations by teens

than by any other age group. A quarter of the teens also listed savory foods and flowers as their favorite

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scents. Categories with the fewest nominations from teens were water scents (ocean, rain) and outdoors

smells.

Women in their 20’s had favorite smells in all the odor categories. The overwhelming majority

(78%) listed flowers as their favorite smell. In fact, flowers received more nominations from this age

group than any other. Over 1/3 of women in their 20’s also listed baked goods as a favorite smell,

which again was more nominations than this category got from any other age group. A quarter (25%)

of the 20’s also listed sweet foods and fruits. Of all the age groups, women in their 20’s had the fewest

“other” odor nominations (1 respondent).

Half (50%) of the respondents in their 30’s named flowers as their favorite smell and 40%

reported fruits, which was more than any other age group. Over one third of the women in their 30’s

named an odor that was allocated to the “other” category. The sweet and savory food categories

received fewer nominations from women in this age group than any other (only 2 respondents).

Perfume also received fewer nominations from this age group than any other (only 1 respondent).

Outdoor and water smells received few nominations, and no one in this age group listed fresh-cut-grass

as a favorite scent.

Over half of the women in their 40’s listed flowers as their favorite smells. One third of the

respondents listed savory food and fruits as their favorite smells. Perfume was also listed by nearly 1/3

of the respondents. More women in their 40’s listed an odor that was assigned to the “other” category

more than any other age group. No one in the 40’s group listed rain as their favorite smell, however,

women in their 40’s listed fresh-cut-grass as a favorite scent more than women in any other age group.

Half of the women in their 50’s listed flowers as a favorite smell. One third of the respondents

listed savory foods and fruits as well as odors that were assigned to the “other” category. Perfume and

baked goods were also listed by nearly 1/3 of the respondents. This age group also tied with women in

their 20’s for nominations in the sweet food category. No one in the 50’s age group listed ocean as a

favorite smell, but rain was given more nominations by women in their 50’s than any other age group.

Slightly over half of the women in the 60+ age group listed perfume as a favorite smell, indeed

perfume got at least 2x as many nominations from the 60+ age group than from any other. Almost half

of the 60+ age group also listed flowers as a favorite smell. Notably, women in this age group listed

savory foods as a favorite smell more often than any other group (41%). Sweet foods received a

comparable number of nominations as given by women in their 20’s and 50’s, and odors that were

assigned to the “other” category were given by 1/3 of the respondents. Fewer women in the 60+ group

gave nominations for vanilla (only 1 respondent) than any other age group, and no one in the 60+ group

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listed fruit or rain as a favorite scent. However, general outdoors smells were listed more by women in

this age group than any other (nearly 25% of respondents).

Some general trends that emerged when comparing across age groups was a tendency for the

smell of sweet foods to be liked most by teens and smells of savory foods to be liked more as women get

older. Preference for flowers was high for all age groups, but appeared to spike among women in their

20’s, who also appeared to be the least individualistic in their scent preferences. Preference for

perfumes increased as women got older, and was particularly appreciated by women who were 60+. In

general, listing nature smells (outdoors, rain) as favorite scents was more common for women 40 and

older. Women in their 40’s also appeared to be the most individualistic in their scent preferences.

All the women in their 40’s and 20’s stated that they wore fragrance. In the other age groups

between 5% and 20% of the respondents reported that they did not wear fragrance; the group with the

largest number of non-wearers was the teenage group.

Note that if an individual did not wear fragrance they did not answer questions pertaining to

the wearing, buying or psychology of fragrance, however, they did give their responses to the

environmental, household and beauty scent questions.

Wearing and Buying Fragrance Patterns:

Respondents were asked to indicate what types of fragrance they used from the following list:

perfume, eau de toilette, cologne, body splashes, scented lotion/powder. In terms of the type of

fragrance products women used, perfume

and scented lotion/powder were used the most overall and

colognes were used the least. For teens scented lotion and body splashes were the most used products

and colognes were never used. For women in their 20’s, perfume was the most used product, followed

by scented lotion/powder, cologne was used least. For women in their 30’s and 40’s, perfume was used

the most product and body splashes the least used. For women in their 50’s, eau de toilette and scented

lotion/powder were most used. For the 60’+ age group perfume and scented lotion/powder were used

most. This age group also reported the highest use of wearing cologne. Body splashes were the least

used product for women aged 50 or above. Few participants in any age group reported using only one

type of fragrance product, with the majority using between 2-3 different types. Women in their 50’s and

older had the most use of different types of fragrance products; almost one quarter of the sample

reported using 4 or 5 of the 5 fragrance types listed.

NB. The varying number of nominations in the eau de toilette category by age likely reflects

understanding what eau de toilette is (i.e., many younger respondents may have called eau de toilette

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“perfume”). Thus, it is speculated that eau de toilette was truly the most heavy usage category, as this

is a more affordable product than perfume.

In terms of the number of different fragrance products that respondents reported owning, the

range went as high as 50, with the average being approximately 9. Women in their 20’s reported

owning the most products (average between 13-14), and women in their 40’s and the 60+ age group the

least (average = 5). Notably, when it came to actually using the fragrances that they owned, the

number dropped dramatically. The average number of products women used was between 3-4, with

women in their 40’s and 60’s+ reporting the fewest (2-3) and women in their 20’s and 50’s the most

(between 5-6). What should be noted is that for women in their 40’s and 60’s ownership and use of

products was very closely matched. That is, these women generally used all the products they owned

rather than buying many products but using only a few. This may indicate a more realistic and practical

orientation towards fragrance purchasing among these age groups. In general, the other age groups

(teens, 20, 30, 50) owned 3x as many products as they actually used.

When it came to buying new fragrances teens were the most avid shoppers. Half of the teen

group bought a new fragrance every 1-3 months. Women in their 20’s were most likely to buy a new

fragrance every 3-6 months. Women in their 30’s showed two types of shoppers, those who purchased

between 3-6 months (60%) and those who purchased at intervals of 1 year or longer (33%). Women in

their 40’s generally purchased new fragrance at a once per year or longer basis. Similar to women in

their 30’s, women in their 50’s broke down into two general types of types of fragrance shoppers; a third

of the 50’s age group shopped for a new fragrance every 3 months, while over half of this group bought

a new fragrance only once/year or longer. Interestingly, two women in their 50’s stated that they bought

new fragrances every week (the only age group with any weekly shoppers). For women in the 60+ age

group most (3/4 of the group) bought a new fragrance at 6 month or longer intervals. Only three

respondents in the 60+ group bought fragrances between a 1- 3 month basis.

When it came to restocking their current supply, most women shopped between every 3 months

to 1 year. Teens stated that they restocked the most frequently, with a quarter reporting that they

restocked on a monthly basis and nearly half on a 6 month basis. Restocking on a yearly basis was most

commonly reported by women between the ages of 20 through 50. Somewhat surprising given their use

of a consistent smaller number of fragrances, over a quarter of the women in their 40’s stated that they

restocked at intervals longer than 1 year. One possibility for the outcomes obtained from the 40’s group

may be that they were actually the most accurate with respect to their purchasing behavior, while the

other age groups may have been more likely to overestimate or exaggerate. This again suggest that

women in their 40’s are especially self- aware with respect to their fragrance behavior.

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The majority of women surveyed (84%) applied fragrance at least once/per day. Teens were

most likely to report applying fragrance several times per day (54%), but they were also the group to

have the largest number of respondents who reported that they only applied fragrance once/week (23%);

suggesting a bimodal distribution of fragrance users in this age group. The majority of respondents in

all of the other age groups applied fragrance at least once/day.

Motivations behind Fragrance Choice and Selecting a Fragrance to Wear:

The majority of women surveyed said that they were not seeking to create a unique scent or to

smell unique by their choice/use of fragrance. Not surprisingly, given pressure and desire for

conformity during adolescence, teens were least likely to want to smell unique (only 8%). What is

perhaps somewhat surprising given their self involvement/awareness and appreciation of scent is that

women in their 40’s were also unlikely to want to smell unique (only 15%). However, this findings

could also be connected to the 40’s and teens more negative view of smells overall (see page 1 re Basic

Responses to odors). That is, these age groups my believe that a unique scent may be perceived as

unpleasant. This may also be related to the fact that unfamiliar scents are evaluated as more unpleasant

than familiar scents. A unique scent is unfamiliar and hence potentially more unpleasant. Women in all

other age groups were at least moderately interested in wanting to smell unique (between 30-40% of

respondents stated that they tried to achieve this).

Only 1/4 of all respondents thought that the fragrance they wore was similar to someone else

who was special to them, however, age modified this response. Approximately 50% of the teens and 20

year olds reported that the scents they wore were similar to someone special to them. Nearly 1/3 of the

50’s age group also thought that the fragrance they wore was similar to someone else. However, none of

the women in the 60+ age group stated that they modeled their fragrance on anyone else, and few of the

women in the 30’s and 40’s age groups thought they their fragrance was modeled after someone they

knew (84% thought it was not). Of the women who did think their fragrance was similar to someone

else, mothers were overwhelming the person fragrance was modeled on. Best friends were also

reported, and sisters, aunts, grandmothers, boyfriend/husband and daughters were occasionally named.

All of the 40 yr olds who modeled their scent on someone else said it was on their mother, and nearly

85% of teens said the same. Half of the women in the 20’s and 50’s age groups also used their mother

as a model. Only 1/3 of the 30 year olds used their mother as a model, but this age group much more

than any other relied on their friends as a model (67%).

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Approximately half of all the women surveyed reported that the time of day was a factor in

deciding what type of fragrance to wear. Women in their 20’s were most concerned/aware of time of

day as a signal for fragrance choice (78% reported that they used different fragrances as a function of

day or evening). Women in their 40’s were most indifferent to time of day; 63% did not care about

changing their fragrance as a function of time of day. Women who changed their use of fragrance as a

function of time of day generally said that they “used a lighter fragrance in the day and a heavier

fragrance at night,” this explanation was particularly true for women in their 20’s (86% used this

explanation) and women in their 30’s (70% used this explanation). An “other” (personal-idiosyncratic)

explanation for how time of day affected fragrance choice was most often given by women in their 40’s

(60%) followed by teens (43%). Examples of “other” explanations were: “It depends on what I am

doing,” or “I use more expensive perfumes on special occasions.”

Similar findings were found for the question regarding changing fragrance with the seasons.

Although slightly more than half of all women said they did not bother with changing their fragrance

with the seasons, this was also affected by age. Teens were the least likely to be concerned with the

seasons; 92% did not use the seasons as a fragrance indicator. Sixty percent of the 50 and 60+ also did

not care about the seasons. Twenty year olds were again the most conscientious of external factors for

fragrance choice and more than 65% of this age group reported that they changed their fragrance from

the summer to the winter. Between 50-55% of women in their 30’s and 40’s used season as an indicator

of fragrance type. When the seasons were used as a guide for changing fragrance type, the primary

modus operandus given was that “heavier fragrances were used in the winter/fall and lighter fragrances

in the spring/summer.” All of the teens and 30’s who used the seasons as a signal to change fragrance

gave the “heavier in winter/fall and lighter in spring/summer” explanation. The rest of the age groups

used this explanation about 90% of the time. If a respondent did not use this explanation their response

was categorized as “other.” Examples of “other” explanations were: “heavier in summer, lighter in the

winter” or “ I use special scents for the holidays.”

Fragrance, Mood and Self-Concept:

Two thirds (67%) of all the women surveyed reported that using fragrance changed their mood.

The mood altering effects of fragrance were most pronounced for women in their 30’s; nearly 90% of

women in this age group said that putting on fragrance changed their mood. Approximately 70% of

women in their 20’s and 40’s said that using fragrance changed their mood and 62% of women in their

50’s reported this to be so. Teens and women in their 60’s or older were least mood affected by

fragrance use (just over 50% reported that using fragrance changed their mood).

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A variety of ways in which using fragrance changed mood were given. The most common

response (70% of respondents) was that it improved mood (made them feel “good/positive”). More

specific responses such as feeling “uplifted,” “sexy” and “pretty” by using fragrance were also given.

Occasionally women reported that smelling a strong fragrance or a fragrance for too long “gave them a

headache;” in other words, fragrance could put them into a bad mood. The specific mood effects also

varied as a function of age. Women in their 50’s had the most respondents to use the “it makes me feel

good/positive” explanation. The only negative (bad mood induced) responses were given by women in

their 20’s and 30’s (1 respondent in each age group). Women in their 20’s were also most likely to use

the “uplifting” explanation. Uplifting is distinguished from general positive mood as it particularly

indicates being more energized. Women in their 40’s gave the most varied responses for the positive

ways in which using fragrance improved mood, including sexy, pretty and uplifting. Women in the 60+

group also had at least 1 respondent to use all of these reasons.

Half of all the respondents said that the mood they were currently in had an influence on what

fragrances they would chose to wear, and this was also modified by age. Women in their 20’s were most

likely (over 3/4 of this age group) to say that the mood they were in had an impact on what fragrance

they would chose to wear. Women in their 50’s and 60+ were least likely to chose their fragrance based

on their current mood (only 1/3 reported that they did so). When mood was a guiding factor, the most

common explanation was that when the person was “in a particularly good mood they would chose to

wear something special;” women in their 30’s were most likely to give this reason (90%). The next

most common reason was to “lift the person out of a bad mood.” That is, if the person were in a bad

mood they would wear a fragrance they liked to make themselves feel better; women in their 40’s were

most likely to give this reason. Some teens (3 respondents) and women in their 20’s (2 respondents)

also reported that if they were “in a bad mood they would chose not to wear fragrance.” These were the

only two age groups to use this explanation. Notably, just as many answers fell into the “other”

idiosyncratic category as the “good mood/I wear something special” explanation and this was most

commonly the case for women in their 40’s and the 60+ age group (60% used this explanation in each

age group). Some examples of answers that were categorized as “other” are: “whatever seems to match

my mood and outfit” and “if I’m in a good mood, I’ll try anything.”

Most respondents (83%) stated that they believed that wearing fragrance made them more

appealing to others. Age also had an influence on this self-perception. The age group that most

believed that fragrance made them appealing were teens; 100% of the respondents in this group reported

this to be the case. Interestingly, 20 year olds were the least likely to believe that wearing scent made

them more appealing, as fully 1/3 of them said that it did not. Most women in their 40’s and 50’s

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believed that fragrance made them more appealing (85%); as did women in the 60+ age group (80%).

Among the women who believed that wearing fragrance made them more appealing, the predominant

explanation was that they thought it made them “more attractive to others” (over half said this), women

who introspected on this question further said that they noticed that they got people’s “attention” and

that they “received compliments” when they wore fragrance. Women also singled out the “attention”

that they got specifically “from men” when they wore fragrance. Most of the respondents also said that

at least one reason why fragrance made them more appealing was because it “covered up bad body

odor.” Age influenced the way respondents explained the reasons for fragrance making them more

appealing. While all age groups were sensitive to the fact that fragrance made them generally more

attractive to others, teens were the most highly focused on male attention. Older women were much less

likely to single out male attention; only one respondent in the 50’s age group noted male attention and

no women in the 60+ age group. Covering up bad body odors was a more important reason for women

in their 40’s than any of the another age groups (1/4 commented on this).

Wearing fragrance generally made all the respondents feel more confident, however, age

stsrongly modified this effect. Almost all of the women in their 20’s (90%) felt that their confidence

was bolstered by wearing fragrance; this was more than any other age group. This response among the

20’s appears to tie in with how fragrance and mood were strongly interconnected for this age group. In

contrast, slightly more than half of the teens and 30 year olds said that wearing fragrance had no effect

on their confidence. Approximately 2/3 of the women in the other age groups (40, 50, 60+) said that

wearing fragrance make them feel more confident.

Women were given three situations in which wearing fragrance could make them feel more

confident: social, business and romantic. More women said that their confidence was bolstered by

wearing fragrance in all three situations than in only one or two situations, but women in their 40’s

showed the greatest overall confidence with the large majority saying that their confidence was boosted

in all three situations (77%). Social situations was where women most felt that wearing fragrance

increased their confidence (97%), followed closely by romantic situations (85%). Fragrance had the

least impact for increasing confidence in romantic situations among women in the 60+ age group.

Business was the situation in which the fewest woman overall said that wearing fragrance increased

their confidence, but women in their 40’s (77%) and especially their 50’s (86%) stated that their

confidence was boosted by wearing fragrance in the business setting.

Most women reported that wearing fragrance made them feel more feminine (92%). This was

most strongly shown for women in their 40’s (100% of the sample). Comparing across the age groups,

teens and women in their 20’s connected feminine with fragrance less than any of the other groups

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(11%-15% said that wearing fragrance did not make them feel more feminine). Part of the reason for

this outcome among the younger age groups may have to do with the difficulties respondents had with

defining femininity (see below).

What does femininity mean to you?

Women who said that wearing fragrance made them feel more feminine were then asked what

femininity meant to them. This was a very difficult question for almost all women to answer, regardless

of age, and two women could not give any answer at all. From the remaining respondents, thirty-seven

different answers were given ranging from “shopping” to “intriguing.” Some of the answers were

similar, eg., pretty and something good, caring and empathetic, thus several response categories were

combined and the data re-analyzed to be more conceptually concise. The following general trends

emerged. One quarter of all women stated that femininity had something do with being pretty and/or

good and 20% stated that curvy/sexy or soft/delicate were terms that they used to define their femininity

(note that the connotations of delicate and sexy are quite different). Descriptors of classy/elegance were

used by at least 15% of the sample. All other descriptors were used with a frequency of 12% or less (see

table for details Q13b).

When the concept of femininity was examined as a function of age, teens were most likely to

ascribe femininity to smelling good

. NB. this contradicts the fact that teens were unlikely to say that

wearing fragrance made them feel more feminine and is thus probably due to their interpretation of this

question being biased by the focus of the interview. One quarter of women in their 20’s used either

poised/grace

or pretty/good to describe their femininity. Women in their 30’s showed the most complex

response pattern. Over 1/3 used the pretty/good explanation followed closely by girly, however, 1/4 of

the women in their 30’s sample stated that classy/elegance defined their femininity and another 1/4 said

that strong/driven defined their femininity. Pretty and girly are conceptually linked in the childish

connotations of femininity, however, classy/elegance taps into a different dimension of femininity—

more sophisticated and adult, while strong and driven falls into the more masculine connotation of

feminine. Interestingly, over 1/3 of women in their 40’s, and more than any other age group, used the

soft/delicate definition of femininity. Also notable is that none of the women in their 40’s used the

strong/driven explanation, and fewer women than in any other age group used the classy/elegance

explanation. Nearly 1/3 of women in their 50’s used the soft/delicate definition, followed closely by

curvy/sexy. Over 20% of the women in this age group also used one of the following definitions:

pretty/good; classy/elegant or confident and women in their 50’s were the age group most likely to use

confident as a definition of their femininity. Interestingly, women in the 60+ group used the curvy/sexy

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definition more than any other term and more than any other age group. Descriptors related to

caring/empathy were only given by women in the 30 through 50 age range.

Psychology of Fragrance Use or Why Do You Wear fragrance?:

The responses women gave to the question of why they wore fragrance were analyzed and then

coded and categorized according the types of answers that were given. The response categories that

emerged were: for me, for others (in general), for males (specifically), to smell good, because I like

good smells, and to feel fully dressed. In almost all the age groups all of the response categories were

indicated. The predominate response across all age groups was “for me” (over half of the total sample

gave “for me” as a reason), however, teens rarely used this explanation (only 1 respondent). For teens

the majority of respondents, and more than in any other age group, said they wore fragrance “to smell

good.” The reason “for males” was given least often overall. No one in the teens, 20’s, 40’s and 60+

groups stated that “for males” was a reason why they wore fragrance (only reported by women in their

30’s and 50’s). Women in their 30’s and in the 50 and older age groups were most likely to say that

wearing fragrance made them “feel fully dressed” (approx 1/3 of the sample); no teens gave this reason.

Women in their 30’s were also more likely than any other age group to say they wore fragrance because

they “liked good smells” (45%).

When asked what the most important reason overall was for wearing fragrance, “for me” was the

reason given most across all age groups (35% overall). However, this was especially the case for

women in their 30’s (61%). “To smell good” came next as an agreed upon explanation (25%); and this

was especially so for teens (62%). No one gave “for males” as the most important reason. “To feel

completely dressed” was given as the top reason for women in the 60+ age group, which was more than

by any other (20%).

Women were given a set of five possible factors as influences for determining their choice of

fragrance: advertising, female peers, partner, personal preference, label/brand; and were asked to chose

which was the most important one for them. Given that “for me” was the main reason given for why

women wore fragrance it is not surprising that the majority of respondents across all ages said that what

determined their choice of fragrance most was their own personal preference (71%). Least influential in

fragrance choice were female peers (4%), followed by label/brand (6%). However, as expected

differences were observed as a function of age. The influence of female peers was greater for teens than

any other age category (15%). By contrast, no women in the 20’s, 30’s or 60+ age groups named female

peers as a determinant of fragrance choice. Brand or label mattered more to women in their 20’s than

any other group (11%); and personal preference was given as the top reason for choosing fragrance by

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women in their 50’s more than any other age group (81%). Women in all age groups were slightly

influenced by advertising and their partner, but partner was more of a primary influence for women in

their 40’s than any other age group (16%).

The Psychology of Using Environmental Fragrances:

The majority of respondents (3/4) reported using environmental fragrance. The age group with

the most heavy usage was women in their 30’s (95%) followed by women in their 40’s and 50’s (85%).

The age group to use environmental fragrance least were the 60+ group (less than half). Among women

who used environmental fragrances (across all ages) the number of products used by any one individual

ranged from 1 to 4, with product types being candles, air fresheners, incense and “others” such as

potpourri, aromatherapy, or oils. Among the types of environmental products used, candles were the

products used most often (88%), air fresheners were used by 40% of the total sample and incense as a

specific product was used least (8%). A product in the “other” category was mentioned by 20% of the

respondents. Candles were most used by women in their 20’s (all reported using candles) and least by

women aged 50 or above (1/4 did not). Air fresheners were used most by teens and least by women in

their 20’s. A product in the “other” category was used most by women their 50’s and by none of the

women in the 60+ age group. Among women who used environmental fragrances (across all ages) most

used them on a daily basis, especially women their 50’s (2/3 of the sample). If not used on a daily basis,

environmental fragrances were used on a weekly basis. Only occasionally did environmental fragrance

users state that they used them at one month or longer intervals.

Women were asked to indicate all the reasons why they used environmental fragrance from a list

of five options: to create a mood for myself, to create a mood for other, for ambience, to make the room

cleaner, and for a sense of well-being; and they were also able to provide their own personal reason.

Most women responded “yes” to 4-5 of these reasons. To make the room cleaner, to create a mood for

myself, and for ambience were the reasons most often given (3/4 of all respondents). To create a mood

for myself was most important for women in their 20’s (92%) and least important for teens (58%). To

create a mood for others was most important for women in their 40’s (81%) and also least important for

teens (33%). For teens, ambience, to make the room cleaner and for a sense of well-being tied for most

important (2/3 of all teens gave at least one of these reasons). For ambience was also most important

for women in their 40’s. To make a room cleaner was identified most by women in their 40’s and the

60+ group. For a sense of well-being was identified most by women in their 30’s and least often by

women in their 40’s. Fifteen percent of the sample overall (but over 20% of women in their 30’s)

offered an additional personal reason for using environmental fragrance. Examples of these different

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reasons were: “to cover up cigarette smoke and bad cooking odors” and “because I like to smell

different things in my home.”

Fragrance and Household/Beauty Products:

Over 3/4 of all respondents said that they selected household or beauty products based on their

scent. This was particularly true for women in their 30’s (90%) and least true for women in their 50’s

(40% said they did not). A variety of different cleaning and beauty products chosen for their scent were

given (see table Q17b). A general comparison between cleaning and beauty products showed that more

women said they selected a cleaning product (nearly 80%) based on its scent than a beauty product

(66%). Teens were less likely than any other age group to chose a cleaning product for scent (30%) but

most likely to chose to a beauty product for its scent (85%). Women from the age of 30 onward were

very likely (at least 85%) to chose a cleaning product for scent and moderately likely (from 55-75%) to

chose a beauty product based on scent; women in the 60+ group were least likely to chose a beauty

product for its scent. Notably some respondents explicitly stated that they chose their household and

beauty products to be unscented. This was most often the case for women in the 60+ age group (over

1/3 of the sample). No teens or 20’s said that they selected products to be unscented. When asked why

they chose a household or beauty product for its scent a number of explanations were offered (see table

Q17d). The most consistently obtained explanations over all age groups were: “I like a clean smell”

and “for my own personal preference” (the latter especially for women in their 50’s). Teens were most

likely to give answers such as: “I want/like to smell good,” or “I like to use products that smell good.”

One product for the rest of your life…

At the end of the interview, women were asked to name the one beauty product they would chose

if they could pick only one to use for the rest of their life. Lipstick/lipgloss and moisturizer were named

more often than any other product (25% of the sample each); mascara then trailed with 16% of the

sample, followed by: other eye makeup, other make-up, fragrance and cleanser. Teens were most

interested in mascara, other eye make-up and lip-gloss. Women in their 20’s and 30’s named lipstick

more than any other age group and any other product. Women in their 40’s, 50’s and 60+ selected

moisturizer more than any other product and this trend increased with age. Fragrance was chosen more

by women in the 60+ than any other age group, but even for women in their 60’s not quite 20% of the

sample chose fragrance as their favorite product.

13

Overall Discussion

A developmental pattern in responses to the questionnaire emerged that is in keeping with the

general changes in personality that take place from the teenage years through mature adulthood. Before

providing overall comments, a few caveats need to be mentioned. First, it should be noted that the

sample size of respondents in each age group may not be adequate to draw solid conclusions from.

Even though there were approximately 20 respondents per age group, depending on the question, and

how the responses to it were conditionalized, the number of respondents used for any given data analysis

could have been reduced by half. Second, the sample of respondents may not be adequately

representative of women in each of the age groups, or might have been more representative among some

age groups than others. Most respondents were interviewed while shopping at Sephora’s Department

store (Times Square, NYC) on a weekday in early June. Among the teenage age group, the majority

were girls who were traveling together on school trip to NYC, and all of the teens were students. In

contrast, among the other age groups the backgrounds and demographics of the respondents were much

more varied. Nevertheless certain trends emerged in respondents psychology of fragrance as a function

of age.

Teens:

The teens seemed to be an age group characterized by contradiction in their fragrance behavior.

On the one hand they were capricious and tended towards exaggeration, but they were also the most

conservative and cautious. This age group was most likely to be concerned with good smells and to

believe that fragrance made them more appealing to others, but they were also especially judgmental

about bad smells. In general, the teens answers suggested that they were still experimenting and not yet

sure who they were. Teens were also less “me” oriented than the older age groups.

Women in their 20’s:

Women in their 20’s had a younger orientation than was expected. This age group was the most

influenced by external and internal factors, such as mood or confidence as opposed to having a

consistent sense and seemed the most emotionally reactive. Women in their 20’s were also the most

conforming with respect to fragrance trends the most influenced by cultural and media messages.

Women in their 30’s:

Women in their 30’s seemed to be the most diverse in terms of their approach and emotional

response to fragrance. Respondents from this age group gave answers that matched all of the other age

14

groups in some way. Women in this decade of life seemed most in transition, in particular between the

emotionality of the 20’s and the practicality of the 40’s.

Women in their 40’s:

Women in their 40’s seemed to be more self-aware and to have more self-understanding than any

of the younger age groups, and were more adventurous, expressive and less likely to follow trends in

their fragrance behavior/psychology. Women in their 40’s were also the most individualistic but they

were also the most partner orientated. It appeared that more women in their 40’s were struggling with

contradictions regarding their identity and career success on one hand and maintaining traditional views

of femininity (soft/delicate) on the other, than any other age group. Interestingly, women in this age

group had some characteristics in common with both the youngest and oldest age groups. A strong

streak of practicality and realism emerged among women in their 40’s that was also seen among women

in the 60+ group. Additionally, like the teens, these women were particularly concerned with

unpleasant smells and covering-up body odor.

Women in their 50’s:

Women in their 50’s were the most focused on their career and also seemed the most confident

and the most content. They were also the group that seemed the most whimsical and to be having the

most fun in life and with their fragrance world.

Women in their 60’s or older:

Women in their 60’s had a well defined sense of self and were individualistic. They were least

likely to be interested in environmental fragrances and in general were less emotionally oriented towards

fragrance than younger women. This age group was most realistic, practical and concise in their

answers to the interview in general. However, there appeared to be some contradictions with respect to

sexuality that emerged in this age group, while viewing femininity as sexual and sensuous they seemed

to see themselves as removed from the mating game and were least invested in male attention.

15

DEMOGRAPHIC AND QUESTIONNAIRE DATA SUMMARIES

AGE:

MEAN

AGE

Teens

N=17

15.6

20’s

N=18

25.5

30’s

N=20

33.9

40’s

N=19

44

50’s

N=22

54.2

60+

N=17

67

OVERALL

N=113

40.4

OCCUPATION:

Student

Service

Retail/

Sales

Home

Maker

Professional

Self-

Employed

Secretarial

Retired

Teens

N=17

100%

(17)

0 0 0 0 0 0 0

20’s

N=18

27.77%

(5)

22.22%

(4)

11.11%

(2)

0

33.33%

(6)

0

5.55%

(1)

0

30’s

N=20

0

5.00%

(1)

10.00%

(2)

0

75.00%

(15)

5.00%

(1)

5.00%

(1)

0

40’s

N=19

0 0

5.26%

(1)

10.52%

(2)

63.15%

(12)

5.26%

(1)

15.78%

(3)

0

50’s

N=22

0 0

4.54%

(1)

9.09%

(2)

77.27%

(17)

0

4.54%

(1)

4.54%

(1)

60+

N=17

0

5.88%

(1)

0

17.64%

(3)

35.29%

(6)

0

11.76%

(2)

29.41%

(5)

OVERALL

N=113

19.46%

(22)

5.30%

(6)

5.30%

(6)

6.19%

(7)

49.55%

(56)

1.76%

(2)

7.07%

(8)

5.30%

(6)

16

HIGHEST GRADE OR DEGREE COMPLETED:

Middle School

High School

Post Grad Cert.

College

Graduate School

Teens

N=17

17.64%

(3)

70.58%

(12)

0

11.76%

(2)

0

20’s

N=18

0

22.22%

(4)

0

66.66%

(12)

11.11%

(2)

30’s

N=20

0

15.00%

(3)

0

55.00%

(11)

30.00%

(6)

40’s

N=19

0

10.52%

(2)

5.26%

(1)

57.89%

(11)

26.31%

(5)

50’s

N=22

0

9.09%

(2)

0

54.54%

(12)

36.36%

(8)

60+*

N=17

5.88%

(1)

17.64%

(3)

5.88%

(1)

35.29%

(6)

29.41%

(5)

OVERALL**

N=113

3.53%

(4)

23.00%

(26)

1.76%

(2)

47.78%

(54)

23.00%

(26)

* In the 60+ group, there was one participant who did not answer this question (5.8%).

** In the overall group, there was one participant who did not answer this question (0.8%).

PARTNER STATUS:

Married

Co-Habitating

Dating

Single*

Teens

N=17

0 0

29.41%

(5)

70.58%

(12)

20’s

N=18

11.11%

(2)

16.66%

(3)

16.66%

(3)

55.55%

(10)

30’s

N=20

60.00%

(12)

0

5.00%

(1)

35.00%

(7)

40’s

N=19

42.10%

(8)

15.78%

(3)

15.78%

(3)

26.31%

(5)

50’s

N=22

54.54%

(12)

9.09%

(2)

0

36.36%

(8)

60+

N=17

58.82%

(10)

5.88%

(1)

0

35.29%

(6)

OVERALL

N=113

38.93%

(44)

7.96%

(9)

10.61%

(12)

42.47%

(48)

* Single also includes those participants who answered “widowed” to this question.

17

WHERE DO YOU LIVE?:

Teens

N=17

20’s

N=18

30’s

N=20

40’s

N=19

50’s

N=22

60+

N=17

OVERALL

N=113

NY

64.70%

(11)

66.66%

(12)

60.00%

(12)

42.10%

(8)

50.00%

(11)

41.17%

(7)

53.98%

(61)

CA

23.52%

(4)

0 0

5.26%

(1)

0

5.88%

(1)

5.30%

(6)

MA

5.88%

(1)

0 0

5.26%

(1)

0 0

1.76%

(2)

CO

5.88%

(1)

0 0

5.26%

(1)

0 0

1.76%

(2)

IN

0

5.55%

(1)

0 0

4.54%

(1)

0

1.76%

(2)

RI

0

5.55%

(1)

5.00%

(1)

5.26%

(1)

0

5.88%

(1)

3.53%

(4)

AZ

0

11.11%

(2)

5.00%

(1)

0

4.54%

(1)

5.88%

(1)

4.42%

(5)

NJ

0

5.55%

(1)

5.00%

(1)

15.78%

(3)

4.54%

(1)

17.64%

(3)

7.96%

(9)

LA

0 0

5.00%

(1)

0 0 0

0.88%

(1)

PA

0 0

5.00%

(1)

0 0 0

0.88%

(1)

KS

0 0 0

5.26%

(1)

0 0

0.88%

(1)

CT

0 0 0

5.26%

(1)

4.54%

(1)

0

1.76%

(2)

AR

0 0 0

5.26%

(1)

0

5.88%

(1)

1.76%

(2)

NE

0 0 0 0

9.09%

(2)

0

1.76%

(2)

ME

0 0 0 0

9.09%

(2)

0

1.76%

(2)

MD

0 0 0 0

4.54%

(1)

0

0.88%

(1)

OH

0 0 0 0 0

5.88%

(1)

0.88%

(1)

Canada

0 0

10.00%

(2)

5.26%

(1)

0

11.76%

(2)

4.42%

(5)

Denmark

0 5.5% 0 0 0 0

0.88%

(1)

Australia

0 0

5.00%

(1)

0

4.54%

(1)

0

1.76%

(2)

UK

0 0 0 0

4.54%

(1)

0

0.88%

(1)

18

DO YOU SMOKE?:

Never

Occasionally

1-2/Day

More than 2/Day

Teens

N=17

94.11%

(16)

0 0

5.88%

(1)

20’s

N=18

83.33%

(15)

11.11%

(2)

0

5.55%

(1)

30’s

N=20

90.00%

(18)

5.00%

(1)

0

5.00%

(1)

40’s

N=19

89.47%

(17)

5.26%

(1)

5.26%

(1)

0

50’s

N=22

77.27%

(17)

9.09%

(2)

0

13.63%

(3)

60+

N=17

100%

(17)

0 0 0

OVERALL

N=113

88.49%

(100)

5.30%

(6)

0.88%

(1)

5.30%

(6)

BASIC Q1: DO YOU GENERALLY NOTICE SMELLS?:

D Q1

Yes

No

Teens

N=17

88.23%

(15)

11.76%

(2)

20’s

N=18

100%

(18)

0

30’s

N=20

100%

(20)

0

40’s

N=19

100%

(19)

0

50’s

N=22

100%

(22)

0

60+

N=17

94.11%

(16)

5.88%

(1)

OVERALL

N=113

97.34%

(110)

2.65%

(3)

BASIC Q2: DO YOU GENERALLY CONSIDER SMELLS TO BE GOOD OR

BAD?:

D Q2

Good

Bad

Both

Teens

N=17

70.58%

(12)

29.41%

(5)

0

20’s

N=18

72.22%

(13)

22.22%

(4)

5.55%

(1)

30’s

N=20

85.00%

(17)

5.00%

(1)

10.00%

(2)

40’s

N=19

68.42%

(13)

26.31%

(5)

5.26%

(1)

50’s

100%

0

19

N=22

(22)

60+

N=17

76.47%

(13)

23.52%

(4)

0

OVERALL

N=113

79.64%

(90)

16.81%

(19)

3.53%

(4)

BASIC Q3: RATE YOUR SENSE OF SMELL:

D Q3

Below Average

Average

Above Average

Teens

N=17

0

64.70%

(11)

35.29%

(6)

20’s

N=18

5.55%

(1)

61.11%

(11)

33.33%

(6)

30’s

N=20

0

50.00%

(10)

50.00%

(10)

40’s

N=19

0

36.84%

(7)

63.15%

(12)

50’s

N=22

0

45.45%

(10)

54.54%

(12)

60+

N=17

0

52.94%

(9)

47.05%

(8)

OVERALL

N=113

0.88%

(1)

51.32%

(58)

47.78%

(54)

BASIC Q4a: HOW MANY FAVORITE SMELLS DO YOU HAVE?:

(This is the actual count of how many favorite smells they listed)

D Q4

1

2

3

4

5

7

Teens

N=17

35.29%

(6)

41.17%

(7)

17.64%

(3)

0 0

5.88%

(1)

20’s

N=18

5.55%

(1)

33.33%

(6)

44.44%

(8)

11.11%

(2)

5.55%

(1)

0

30’s

N=20

35.00%

(7)

40.00%

(8)

15.00%

(3)

5.00%

(1)

0

5.00%

(1)

40’s

N=19

5.26%

(1)

15.78%

(3)

36.84%

(7)

31.57%

(6)

5.26%

(1)

5.26%

(1)

50’s

N=22

13.63%

(3)

13.63%

(3)

45.45%

(10)

13.63%

(3)

13.63%

(3)

0

60+

N=17

5.88%

(1)

41.17%

(7)

29.41%

(5)

17.64%

(3)

5.88%

(1)

0

OVERALL

N=113

16.81%

(19)

30.08%

(34)

31.85%

(36)

13.27%

(15)

5.30%

(6)

2.65%

(3)

20

BASIC Q4: HOW MANY FAVORITE SMELLS (MEANS):

D Q4

Mean number of favorite

smells

Teens

N=17

2.11

20’s

N=18

2.78

30’s

N=20

2.15

40’s

N=19

3.37

50’s

N=22

3.0

60+

N=17

2.76

OVERALL

N=113

2.71

21

BASIC Q4b: WHAT ARE YOUR FAVORITE SMELLS

Sweet

Foods

Savory

Foods

Baked

Goods

Vanilla Fruits Flowers Perfume Outdoors Grass Ocean Rain Other

Teens

N=17

29.41%

(5)

23.52%

(4)

29.41%

(5)

17.64%

(3)

17.64%

(3)

23.52%

(4)

17.64%

(3)

5.88%

(1)

11.76%

(2)

5.88%

(1)

11.76%

(2)

23.52%

(4)

20’s

N=18

22.22%

(4)

16.66%

(3)

38.88%

(7)

16.66%

(3)

22.22%

(4)

77.77%

(14)

11.11%

(2)

11.11%

(2)

11.11%

(2)

11.11%

(2)

5.55%

(1)

3.33%

(6)

30’s

N=20

10.00%

(2)

10.00%

(2)

20.00%

(4)

15.00%

(3)

40.00%

(8)

50.00%

(10)

5.00%

(1)

5.00%

(1)

0

5.00%

(1)

10.00%

(2)

35.00%

(7)

40’s

N=19

15.78%

(3)

31.57%

(6)

21.05%

(4)

15.78%

(3)

31.57%

(6)

57.89%

(11)

26.31%

(5)

15.78%

(3)

21.05%

(4)

5.26%

(1)

0

63.15%

(12)

50’s

N=22

22.72%

(5)

31.81%

(7)

27.27%

(6)

18.18%

(4)

31.81%

(7)

50.00%

(11)

27.27%

(6)

18.18%

(4)

13.63%

(3)

0

13.63%

(3)

36.36%

(8)

60+

N=17

23.52%

(4)

41.17%

(7)

17.64%

(3)

5.88%

(1)

0

47.05%

(8)

52.94%

(9)

23.52%

(4)

11.76%

(2)

11.76%

(2)

0

35.29%

(6)

OVERALL

N=113

20.35%

(23)

25.66%

(29)

25.66%

(29)

15.04%

(17)

24.77%

(28)

51.32%

(58)

23.00%

(26)

13.27%

(15)

11.50%

(13)

6.19%

(7)

7.07%

(8)

38.05%

(43)

22

BASIC Q5: DO YOU WEAR FRAGRANCE?:

D Q5

Yes

No

Teens

N=17

76.47%

(13)

23.52%

(4)

20’s

N=18

100%

(18)

0

30’s

N=20

90.00%

(18)

10.00%

(2)

40’s

N=19

100%

(19)

0

50’s

N=22

95.45%

(21)

4.54%

(1)

60+

N=17

88.23%

(15)

11.76%

(2)

OVERALL

N=113

92.03%

(104)

7.96%

(9)

Q1a: HOW MANY TYPES OF FRAGRANCES DO YOU WEAR:

(This is taken from Q1 answers…how many different types they said they wear)

Q1

1

2

3

4

5

Teens*

N=13

7.69%

(1)

15.38%

(2)

69.23%

(9)

7.69%

(1)

0

20’s

N=18

5.55%

(1)

33.33%

(6)

44.44%

(8)

5.55%

(1)

11.11%

(2)

30’s*

N=18

38.88%

(7)

11.11%

(2)

38.88%

(7)

11.11%

(2)

0

40’s

N=19

5.26%

(1)

47.36%

(9)

31.57%

(6)

10.52%

(2)

5.26%

(1)

50’s*

N=21

19.04%

(4)

23.80%

(5)

23.80%

(5)

9.52%

(2)

23.80%

(5)

60+*

N=15

0

33.33%

(5)

46.66%

(7)

20.00%

(3)

0

OVERALL*

N=104

13.46%

(14)

27.88%

(29)

40.38%

(42)

10.57%

(11)

7.69%

(8)

* Number of participants in this group has changed.

Q1b: MEAN NUMBER OF TYPES OF FRAGRANCE:

(Based on the answers to Q1)

Q1

Mean number of types worn

Teens

N=13

2.77

20’s

N=18

2.83

30’s

N=18

2.22

40’s

N=19

2.63

50’s

N=21

2.95

60+

2.87

23

N=15

OVERALL

N=104

2.71

Q1c: WHAT ARE THE TYPES OF FRAGRANCES THAT YOU WEAR?:

Q1

Perfume

Eau de toilette

Cologne

Body Splashes

Scented lotion, powder, oils

Teens

N=13

76.92%

(10)

23.07%

(3)

0

84.61%

(11)

92.30%

(12)

20’s

N=18

88.88%

(16)

66.66%

(12)

11.11%

(2)

33.33%

(6)

83.33%

(15)

30’s

N=18

72.22%

(13)

44.44%

(8)

27.77%

(5)

22.22%

(4)

55.55%

(10)

40’s

N=19

73.68%

(14)

68.42%

(13)

31.57%

(6)

10.52%

(2)

78.94%

(15)

50’s

N=21

57.14%

(12)

76.19%

(16)

52.38%

(11)

42.85%

(9)

66.66%

(14)

60+

N=15

73.33%

(11)

60.00%

(9)

60.00%

(9)

26.66%

(4)

66.66%

(9)

OVERALL

N=104

73.07%

(76)

58.65%

(61)

31.73%

(33)

34.61%

(36)

73.07%

(76)

Q2a: HOW MANY FRAGRANCES DO YOU OWN?

Q2

Only 1

No more than 3

No more than 5

No more

than 10

No more

than 15

No more

than 20

25+

Teens

N=13

0

15.38%

(2)

7.69%

(1)

61.53%

(8)

7.69%

(1)

7.69%

(1)

0

20’s

N=18

0

16.66%

(3)

22.22%

(4)

22.22%

(4)

11.11%

(2)

5.55%

(1)

22.22%

(4)

30’s

N=18

5.55%

(1)

16.66%

(3)

33.33%

(6)

27.77%

(5)

0

5.55%

(1)

11.11%

(2)

40’s

N=19

10.52%

(2)

47.36%

(9)

15.78%

(3)

10.52%

(2)

10.52%

(2)

5.26%

(1)

0

50’s

N=21

14.28%

(3)

19.04%

(4)

14.28%

(3)

28.57%

(6)

4.76%

(1)

14.28%

(3)

4.76%

(1)

60+

N=15

0

13.33%

(2)

60.00%

(9)

20.00%

(3)

6.66%

(1)

0 0

OVERALL

N=104

5.76%

(6)

22.11%

(23)

25.00%

(26)

26.92%

(28)

6.73%

(7)

6.73%

(7)

6.73%

(7)

Q2b: MEAN NUMBER OF FRAGRANCES OWN:

Q2

Mean number of fragrances

owned

Teens

N=13

8.62

20’s

N=18

13.50

30’s

N=18

8.44

40’s

N=19

5.37

24

50’s

N=21

9.71

60+

N=15

5.40

OVERALL

N=104

8.59

Q2c: HOW MANY FRAGRANCES DO YOU USE?:

Q2

Only 1

No more than 3

No more

than 5

No more than

10

No more than

15

No more

than 20

25+

Teens

N=13

23.07%

(3)

61.53%

(8)

7.69%

(1)

0 0

7.69%

(1)

0

20’s

N=18

5.55%

(1)

61.11%

(11)

22.22%

(4)

0

5.55%

(1)

0

5.55%

(1)

30’s

N=18

27.77%

(5)

44.44%

(8)

22.22%

(4)

0 0

5.55%

(1)

0

40’s

N=19

21.05%

(4)

68.42%

(13)

0

5.26%

(1)

5.26%

(1)

0 0

50’s

N=21

28.57%

(6)

47.61%

(10)

14.28%

(3)

4.76%

(1)

0 0

4.76%

(1)

60+

N=15

26.66%

(4)

60.00%

(9)

13.33%

(2)

0 0 0 0

OVERALL

N=104

22.11%

(23)

56.73%

(59)

13.46%

(14)

1.92%

(2)

1.92%

(2)

1.92%

(2)

1.92%

(2)

Q2d: HOW MANY FRAGRANCES DO YOU USE (MEAN)

Q2

Mean number of fragrances

use

Teens

N=13

3.46

20’s

N=18

5.77

30’s

N=18

3.44

40’s

N=19

2.84

50’s

N=21

5.00

60+

N=15

2.33

OVERALL

N=104

3.89

Q3a: HOW OFTEN DO YOU PURCHASE NEW FRAGRANCE?:

Q3

Weekly

Monthly

Every 3 months

Every 6 months

Yearly

Longer

Teens*

N=13

0

23.07%

(3)

30.76%

(4)

15.38%

(2)

23.07%

(3)

0

20’s

N=18

0

5.55%

(1)

44.44%

(8)

33.33%

(6)

11.11%

(2)

5.55%

(1)

30’s

N=18

0

5.55%

(1)

22.22%

(4)

38.88%

(7)

11.11%

(2)

22.22%

(4)

25

40’s

N=19

0

5.26%

(1)

15.78%

(3)

5.26%

(1)

42.10%

(8)

31.57%

(6)

50’s

N=21

9.52%

(2)

0

28.57%

(6)

4.76%

(1)

33.33%

(7)

23.80%

(5)

60+**

N=15

0

6.66%

(1)

13.33%

(2)

26.66%

(4)

20.00%

(3)

26.66%

(4)

OVERALL***

N=104

1.92%

(2)

6.73%

(7)

25.96%

(27)

20.19%

(21)

24.03%

(25)

19.23%

(20)

* One participant in this group did not answer this question because she only gets her fragrances as gifts

(7.6%).

** One participant in this group did not answer this question (6.6%).

*** Missing participants account for 1.9%.

Q3b: HOW OFTEN DO YOU RESTOCK?:

Q3

Weekly

Monthly

Every 3 months

Every 6 months

Yearly

Longer

Teens*

N=13

0

23.07%

(3)

15.38%

(2)

46.15%

(6)

0

7.69%

(1)

20’s

N=18

0

5.55%

(1)

33.33%

(6)

16.66%

(3)

38.88%

(7)

5.55%

(1)

30’s

N=18

0

5.55%

(1)

44.44%

(8)

16.66%

(3)

33.33%

(6)

0

40’s

N=19

0 0

21.05%

(4)

21.05%

(4)

31.57%

(6)

26.31%

(5)

50’s

N=21

0 0

19.04%

(4)

23.80%

(5)

47.61%

(10)

9.52%

(2)

60+**

N=15

0 0

6.66%

(1)

53.33%

(8)

13.33%

(2)

20.00%

(3)

OVERALL***

N=104

0

4.80%

(5)

24.03%

(25)

27.88%

(29)

29.80%

(31)

11.53%

(12)

* One participant in this group did not answer this question because she only gets her fragrances as gifts

(7.6%).

** One participant in this group did not answer this question (6.6%).

*** Missing participants account for 1.9%.

Q4: UNIQUE SCENT:

Q4

Yes

No

Teens

N=13

7.69%

(1)

92.30%

(12)

20’s

N=18

33.33%

(6)

66.66%

(12)

30’s

N=18

27.77%

(5)

72.22%

(13)

40’s

N=19

15.78%

(3)

84.21%

(16)

50’s

N=21

38.09%

(8)

61.90%

(13)

60+

N=15

26.66%

(4)

73.33%

(11)

OVERALL

N=104

25.96%

(27)

74.03%

(77)

26

Q5a: FRAGRANCES SIMILAR TO SOMEONE?:

Q5

Yes

No

Teens

N=13

46.15%

(6)

53.84%

(7)

20’s

N=18

50.00%

(9)

50.00%

(9)

30’s

N=18

16.66%

(3)

83.33%

(15)

40’s

N=19

15.78%

(3)

84.21%

(16)

50’s

N=21

28.57%

(6)

71.42%

(15)

60+

N=15

0

100%

(15)

OVERALL

N=104

25.96%

(27)

74.03%

(77)

Q5b: WHO IS IT SIMILAR TO?:

Q5

Mother

Sister

Aunt

Grandmother

Boyfriend

/Husband

Friends

Daughter

Teens

N=6

83.33%

(5)

16.66%

(1)

0 0 0 0 0

20’s

N=9

55.55%

(5)

0 0

11.11%

(1)

11.11%

(1)

22.22%

(2)

0

30’s

N=3

33.33%

(1)

0 0 0 0

66.66%

(2)

0

40’s

N=3

100%

(3)

0 0 0 0 0 0

50’s

N=6

50.00%

(3)

16.66%

(1)

0 0

16.66%

(1)

16.66%

(1)

60+

N=0

0 0 0 0 0 0 0

OVERALL

N=27

62.96%

(17)

3.70%

(1)

3.70%

(1)

3.70%

(1)

3.70%

(1)

18.51%

(5)

3.70%

(1)

Q6a: TIME OF DAY:

Q6

Yes

No

Teens

N=13

53.84%

(7)

46.15%

(6)

20’s

N=18

77.77%

(14)

22.22%

(4)

30’s

N=18

55.55%

(10)

44.44%

(8)

40’s

N=19

36.84%

(7)

63.15%

(12)

50’s

N=21

42.85%

(9)

57.14%

(12)

60+

N=15

40.00%

(6)

60.00%

(9)

27

OVERALL

N=104

50.96%

(53)

49.03%

(51)

Q6b: IF YES, EXPLAIN TIME OF DAY REASON:

Q6

AM lighter, PM heavier

Other

Teens

N=7

57.14%

(4)

42.85%

(3)

20’s

N=14

85.71%

(12)

14.28%

(2)

30’s

N=10

70.00%

(7)

30.00%

(3)

40’s

N=7

42.85%

(3)

57.14%

(4)

50’s

N=9

66.66%

(6)

33.33%

(3)

60+

N=6

66.66%

(4)

33.33%

(2)

OVERALL

N=53

67.92%

(36)

32.07%

(17)

Q7a: DO YOU CHANGE YOUR FRAGRANCE WITH THE SEASONS?

Q7

Yes

No

Teens

N=13

7.69%

(1)

92.30%

(12)

20’s

N=18

66.66%

(12)

33.33%

(6)

30’s

N=18

55.55%

(10)

44.44%

(8)

40’s

N=19

47.36%

(9)

52.63%

(10)

50’s

N=21

42.85%

(9)

57.14%

(12)

60+

N=15

40.00%

(6)

60.00%

(9)

OVERALL

N=104

45.19%

(47)

54.80%

(57)

Q7b: IF YES, EXPLAIN SEASON:

Q7

Winter/Fall Heavier,

Spring/Summer Lighter

Other

Teens

N=1

100%

(1)

0

20’s

N=12

91.66%

(11)

8.33%

(1)

30’s

N=10

100%

(10)

0

28

40’s

N=9

88.88%

(8)

11.11%

(1)

50’s

N=9

88.88%

(8)

11.11%

(1)

60+

N=6

83.33%

(5)

16.66%

(1)

OVERALL

N=47

91.48%

(43)

8.51%

(4)

Q8: HOW OFTEN DO YOU APPLY FRAGRANCE?:

Q8

Several times/day

Once/day

Few times/wk

Once/wk

Rarely

Teens

N=13

53.84%

(7)

15.38%

(2)

7.69%

(1)

23.07%

(3)

0

20’s

N=18

44.44%

(8)

38.88%

(7)

16.66%

(3)

0 0

30’s

N=18

44.44%

(8)

44.44%

(8)

5.55%

(1)

5.55%

(1)

0

40’s

N=19

42.10%

(8)

42.10%

(8)

15.78%

(3)

0 0

50’s

N=21

47.61%

(10)

42.85%

(9)

0

4.76%

(1)

4.76%

(1)

60+

N=15

13.33%

(2)

66.66%

(10)

13.33%

(2)

6.66%

(1)

0

OVERALL

N=104

41.34%

(43)

42.30%

(44)

9.61%

(10)

5.76%

(6)

0.96%

(1)

Q9a: DOES USING FRAGRANCE CHANGE YOUR MOOD?:

Q9

Yes

No

Teens

N=13

53.84%

(7)

46.15%

(6)

20’s

N=18

72.21%

(13)

27.77%

(5)

30’s

N=18

88.88%

(16)

11.11%

(2)

40’s

N=19

68.42%

(13)

31.57%

(6)

50’s

N=21

61.90%

(13)

38.09%

(8)

60+

N=15

53.33%

(8)

46.66%

(7)

OVERALL

N=104

67.30%

(70)

32.69%

(34)

Q9b: IF YES, HOW DOES IT CHANGE YOUR MOOD?:

Q9

Feel positive

Feel sexy/sensual

Feel pretty

Uplifting

Feel Negative

Teens

N=7

71.42%

(5)

14.28%

(1)

0

28.57%

(2)

0

20’s

53.84%

(7)

0 0

46.15%

(6)

7.69%

(1)

29

N=13

30’s

N=16

75.00%

(12)

6.25%

(1)

0

31.25%

(5)

6.25%

(1)

40’s

N=13

61.53%

(8)

23.07%

(3)

15.38%

(2)

15.38%

(2)

0

50’s

N=13

84.61%

(11)

0 0

30.76%

(4)

0

60+

N=8

75.00%

(6)

12.50%

(1)

12.50%

(1)

25.00%

(2)

0

OVERALL

N=70

70.00%

(40)

8.57%

(6)

4.28%

(3)

30.00%

(21)

2.85%

(2)

Q10a: DOES YOUR MOOD INFLUENCE WHAT TYPE OF FRAGRANCE YOU

WEAR?:

Q10

Yes

No

Teens

N=13

46.15%

(6)

53.84%

(7)

20’s

N=18

77.77%

(14)

22.22%

(4)

30’s

N=18

55.55%

(10)

44.44%

(8)

40’s

N=19

52.63%

(10)

47.36%

(9)

50’s

N=21

33.33%

(7)

66.66%

(14)

60+

N=15

33.33%

(5)

66.66%

(10)

OVERALL

N=104

50.00%

(52)

50.00%

(52)

Q10b: IF YES, HOW DOES IT AFFECT YOUR CHOICE?:

Q10

Bad mood, I don’t wear

Bad mood, I wear something

special

Good mood, I wear

something special

Other reasons

given

Teens

N=6

50.00%

(3)

16.66%

(1)

33.33%

(2)

33.33%

(2)

20’s

N=14

14.28%

(2)

21.42%

(3)

42.85%

(6)

42.85%

(6)

30’s

N=10

0

10.00%

(1)

90.00%

(9)

40.00%

(4)

40’s

N=10

0

50.00%

(5)

20.00%

(2)

60.00%

(6)

50’s

N=7

0

42.85%

(3)

28.57%

(2)

42.85%

(3)

60+

N=5

0

20.00%

(1)

40.00%

(2)

60.00%

(3)

OVERALL

N=52

9.61%

(5)

26.92%

(14)

44.23%

(23)

46.15%

(24)

30

Q11a: DOES WEARING FRAGRANCE MAKE YOU MORE APPEALING TO

OTHERS?:

Q11

Yes

No

Teens

N=13

100%

(13)

0

20’s

N=18

72.22%

(13)

27.77%

(5)

30’s

N=18

77.77%

(14)

22.22%

(4)

40’s

N=19

84.21%

(16)

15.78%

(3)

50’s

N=21

85.71%

(18)

14.28%

(3)

60+

N=15

80.00%

(12)

20.00%

(3)

OVERALL

N=104

82.69%

(86)

17.30%

(18)

Q11b: IF YES, PLEASE ELABORATE:

Q11

I get

compliments

I get

attention

Males

notice

I am more attractive

to others

I cover up bad

body odors

Fragrance is

good

Teens

N=13

15.38%

(2)

23.07%

(3)

30.76%

(4)

46.15%

(6)

15.38%

(2)

7.69%

(1)

20’s

N=13

23.07%

(3)

15.38%

(2)

15.38

(2)

61.53%

(8)

7.69%

(1)

15.38%

(2)

30’s

N=14

14.28%

(2)

35.71%

(5)

14.28%

(2)

64.28%

(9)

0

7.14%

(1)

40’s

N=16

18.75%

(3)

25.00%

(4)

18.75%

(3)

50.00%

(8)

25.00%

(4)

0

50’s

N=18

38.88%

(7)

33.33%

(6)

5.55%

(1)

44.44%

(8)

5.55%

(1)

11.11%

(2)

60+

N=12

33.33%

(4)

33.33%

(4)

0

50.00%

(6)

8.33%

(1)

16.66%

(2)

OVERALL

N=86

24.41%

(21)

27.90%

(24)

13.95%

(12)

52.32%

(45)

10.46%

(9)

9.30%

(8)

Q12a: DOES WEARING FRAGRANCE MAKE YOU FEEL MORE CONFIDENT?

Q12

Yes

No

Teens

N=13

46.15%

(6)

53.84%

(7)

20’s

N=18

88.88%

(16)

11.11%

(2)

30’s

N=18

50.00%

(9)

50.00%

(9)

40’s

N=19

68.42%

(13)

31.57%

(6)

50’s

N=21

66.66%

(14)

33.33%

(7)

60+

66.66%

33.33%

31

N=15

(10)

(5)

OVERALL

N=104

65.38%

(68)

34.61%

(36)

Q12b: IF YES, NUMBER OF SITUATIONS?

Q12

Mean number of situations

Teens

N=6

2.33

20’s

N=16

2.12

30’s

N=9

2.55

40’s

N=13

2.62

50’s

N=14

2.71

60+

N=10

2.30

OVERALL

N=68

2.44

Q12

Only 1

Answer

2

Answers

3

Answers

Teens

N=6

16.66%

(1)

33.33%

(2)

50.00%

(3)

20’s

N=16

25.00%

(4)

37.50%

(6)

37.50%

(6)

30’s

N=9

0

44.44%

(4)

55.55%

(5)

40’s

N=13

15.38%

(2)

7.69%

(1)

76.92%

(10)

50’s

N=14

7.14%

(1)

14.28%

(2)

78.57%

(11)

60+

N=10

10.00%

(1)

50.00%

(5)

40.00%

(4)

OVERALL

N=68

13.23%

(9)

29.41%

(20)

57.35%

(39)

Q12c: IF YES, WHICH SITUATIONS:

Q12

Social

Business

Romantic

Teens

N=6

100%

(6)

50.00%

(3)

83.33%

(5)

20’s

N=16

87.50%

(14)

37.50%

(6)

87.50%

(14)

30’s

N=9

100%

(9)

55.55%

(5)

100%

(9)

40’s

N=13

100%

(13)

76.92%

(10)

84.61%

(11)

32

50’s

N=14

100%

(14)

85.71%

(12)

85.71%

(12)

60+

N=10

100%

(10)

60.00%

(6)

70.00%

(7)

OVERALL

N=68

97.05%

(66)

61.76%

(42)

85.29%

(58)

Q13a: DOES WEARING FRAGRANCE MAKE YOU FEEL MORE FEMININE?

Q13

Yes

No

Teens

N=13

84.61%

(11)

15.38%

(2)

20’s

N=18

88.88%

(16)

11.11%

(2)

30’s

N=18

94.44%

(17)

5.55%

(1)

40’s

N=19

100%

(19)

0

50’s

N=21

90.47%

(19)

9.52%

(2)

60+

N=15

93.33%

(14)

6.66%

(1)

OVERALL

N=104

92.30%

(96)

7.69%

(8)

33

Q13b: HOW DO YOU DEFINE FEMININITY?

Femininity Defined

tHEY WERE ONLY INCLUDED IN THIS DATA SET OF THEY SAID YES THAT THEY WEAR

FRAGRANCE AND YES THAT THEY SAID WEARING FRAGRANCE MADE THEM FEEL MORE

FEMININE

(THIS TABLE COMBINES SOME OF THE ORIGINAL ANSWERS)

Women's psychology of fragrance: A lifespan study

Abstract

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