Half of the women surveyed in Vertis' Customer Focus 2003: Fragrance study released yesterday said they smelled a fragrance ad in a magazine in the past 90 days, up from 46 percent in 2002.
The study also found that 69 percent of women and 71 percent of men indicated that scented magazine ads are somewhat or very helpful when deciding which fragrance to buy, an increase of 4 percent for females and 15 percent for males from 2002.
Customer Focus, commissioned by Vertis, a technology-based marketing and advertising solutions provider, is an annual study tracking consumer behavior across industry segments including fragrance, nonprofit, insurance, automotive and financial. The survey of 2,000 adults measures general and industry-specific shopping trends. Vertis provides the data as a value-added service to its clients.
The study also revealed that three-quarters of women now wear perfume and more than two-thirds of men use cologne, a significant rise from 2002. Sixty-five percent of women said they purchased perfume in the past 12 months, up from 60 percent in 2001 and 55 percent in 2002.