More consumers are going for Woody Orientals when buying prestige fragrances, according to the latest research from the NPD Group’s Beauty Trends report. The company says this marks a shift in the types of prestige scents being purchased, since florals had always been most popular.

Total industry dollar sales for the prestige fragrance market in the U.S. declined slightly in the 12 months ending December 2013, to $2 billion – but sales of woody oriental scents grew during the same time period.Woody oriental is the only one of the larger blended fragrance families to experience growth in 2013.

Woody Orientals are the second largest fragrance family. Smaller scent categories are also growing – but at the expense of the larger segments, including the top selling fragrance family, floral, according to NPD Group.

A Soft Floral scent still ranked second in dollar sales in 2013, for all the prestige brands in the U.S. – Chanel No. 5. Topping the chart is Coco Mademoiselle, a Woody Oriental; followed by Chanel No.5; then Light Blue, a Floral; followed by Flowerbomb, a Woody Oriental; and Beautiful, a Floral.

“Floral fragrances aren’t fading away, but less traditional scents are gaining more of the attention from female consumers than ever before,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc.

Grant continued: “Fragrance is a powerful tool that can exude an image and even empower an individual as an expression of personal preference. With the emergence of more artisanal scents on the market, women are welcoming the opportunity to experiment and explore different options.”

Grant added: “The recognizable classics remain strong, but new players are important rising stars to watch. Today, the opportunity for reinvention afforded by a novel scent coexists with the instant indulgence provided by the classics.”

Photo: WO = Woody Oriental; W = Woody; O = Oriental; C = Citrus; Fr = Fruity
Source: NPD Group/Beauty Trends