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In 2017, when Emporio Armani, Giorgio’s younger, more accessibly-priced sibling, first debuted its Stronger With You cologne, the vanilla-forward juice didn’t take in the U.S. Perhaps, said Silvia Galfo, president at Armani parent L’Oréal Luxe, the market wasn’t ready for the particular scent at the time, she said.
At one point, the scent was discontinued in the U.S. market, but it remained in the U.K., where, thanks to the lively community on #PerfumeTok it has experienced a resurgence the brand couldn’t have anticipated. “We took it away, out of the market, after a couple of years. And in the second half of 2023, … we started hearing a lot of TikTok reviews coming [from] younger U.K. FragTokers, saying how great this juice was and that it was not available in the U.S.” Galfo said. Local sales started picking up, and tastes in the U.S. and the U.K. tend to correlate, Galfo said.
Covid saw the surprising spike of the fragrance market, which has sustained, and brought new and interesting demographics into the fold, including teen boys. “[Eight] years ago, the market wasn’t there. … Users of fragrances were probably a bit older, right? They were not Gen Z. … Men were using fresh scents that made them feel athletic. … At the time, this juice may [have been] perceived as being too strong, too spicy or too in-your-face. [But since then] the market has completely shifted,” Galfo said.
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English (US) ·