The North/South divide is stronger than ever as the North’s penchant
for florals triggers a fragrance sell out, while women in the South snap
up muskier aromas, findings by leading discount retailer The Original Factory
Shop have discovered.
Sweet summer scents are the Eau du jour for glamorous Northern women, with the fruity undertones of Vera Wang Princess causing it to sell out in 6 stores across the region. Further floral fragrances including Jimmy Choo Flash are expected to follow suite shortly, as women opt for playful scents that capture their Northern soul.
South of the Watford gap, fans of the Great British Bake Off are indulging in vanilla essence, as sales of fragrances with base notes of the aromatic bean have jumped 43% since the debut episode of season 6 last week.
Southern and Scottish ladies are drawn to deeper balms with hearts of sandalwood and cashmere wood driving sales of the musky and more androgynous Jean Paul Gaultier Classique and CK1 Summer up across both regions.
Pixie Lott and Kiera Knightly are just two of Jean Paul Gaultier’s celebrity fans and with both originally from the Southern counties of Kent and Richmond they appear to be an inspiration for many women’s choice of scent.
Sensual spicy pink berries make Joop Miss Wild the favourite of women in the West, with the wild violet top notes and fiery tones of Red Door by Elizabeth Arden a close second.
Alison Rourke, fragrance buyer at The Original Factory Shop comments; ‘We see the same trends in fragrance as we do in fashion at TOFS. Northern women love our party dresses and heels; they also love the most feminine, sexy scents. In the West and the South, the more distinctive, earthy fragrances are the favourites, which go hand in hand with a more edgy style.’
Sales figures at the Original Factory Shop also reveal that despite the disparities in female fragrances, there is little regional variance in male fragrance. Joop Homme EDT and Jean Paul Gaultier Fleur Du Male are consistent best sellers across Britain.
Alison Rourke adds; ‘British men like the classics that give them confidence, they’re loyal to their favourite fragrances and trusted brands and less driven by different trends.’