Excessive perfume use, smelling like an air freshener, and using deodorant instead of showering after exercise are the top three fragrance 'icks' for Brits, according to new research from Aldi. The study of 2,000 adults found that 37% cited dousing oneself in fragrance and smelling like an air freshener as the biggest turn-offs, closely followed by skipping a post-exercise shower in favour of deodorant (36%).
Poor fragrance habits may be affecting love lives, as 40% of respondents said they would consider turning down a second date due to a person's perfume or aftershave choice. Nearly one in ten (9%) admitted to ending a relationship over their partner's fragrance, while 19% identified overhyped 'TikTok made me buy it' scents as a red flag.
Social media continues to influence purchasing, with 21% discovering new scents online and 19% buying a fragrance directly due to social media content. Despite strong opinions on fragrance faux pas, Brits are moving away from pricey designer scents: 67% believe cheaper perfumes smell superior to luxury counterparts, and 57% have received more compliments when wearing affordable fragrances.
Aldi's research also found that 32% of Brits have bought a scent after viewing an advert without sampling it first. The supermarket has launched a playful campaign, the 'Aldi Fragrance Advert', poking fun at extravagant luxury commercials. Julie Ashfield, Chief Commercial Officer at Aldi UK, said: 'Our research shows shoppers are becoming savvier and increasingly turning to affordable options that still deliver on quality and scent.'
From June 11, Aldi will introduce three new limited-edition Lacura men's fragrances—Solar Drift, Classic Edge, and Urban Dusk—priced at £4.99 each, offering savings of up to 92% compared to high-end brands like Dior, Ralph Lauren, and Hugo Boss.
