Everyone knows that women are swayed by factors such as price, celebrity endorsement or season when selecting fragrance, but Mintel now reveals that the greatest influence may be mood. Researchers found that more than half (54%) of female fragrance users decide what fragrance to use based on how they’re feeling. Additional statistics showed that 31% of fragrance users say they decide which fragrance to apply based on their activity (work versus free time); 26% of users decide based on the time of day; and 25% decide based on what they’re wearing. Those over age 45 are more likely to wear one fragrance, or a signature scent—so they’re less likely to base their choice on their clothing or mood. Mintel also found that 69% of fragrance owners said they’re motivated to purchase a new fragrance based on samples they’ve tried in a store.