Too Much Perfume and Skipping Showers Top UK Fragrance 'Icks' List

Aldi has surveyed 2,000 Brits to uncover the nation's biggest fragrance turn-offs, with wearing too much perfume or aftershave and smelling 'like an air freshener' jointly topping the list at 37% each. Close behind, using deodorant instead of showering after exercise was cited by 36% of respondents as a major 'ick'. The research suggests that poor fragrance habits can even affect romantic relationships, as 40% of people would consider refusing a second date due to a partner's scent, and nearly 1 in 10 have ended a relationship over perfume choices.

Social Media Influence

Social media plays a significant role in fragrance shopping, with 21% discovering new scents online and 19% buying a fragrance because of social media content. However, 19% of Brits consider 'TikTok made me buy it' scents a red flag. Despite strong opinions on fragrance fails, two-thirds of Brits (67%) believe cheaper perfumes smell better than luxury originals, and 57% have received more compliments wearing affordable fragrances.

Fragrance Adverts and New Launches

Fragrance adverts remain highly influential, with 32% of Brits buying a scent after seeing an advert without smelling it first. Aldi has released a tongue-in-cheek 'Aldi Fragrance Advert' to parody luxury fragrance ads, showcasing its Lacura range. The supermarket is launching three new limited-edition Lacura men's fragrances—Solar Drift, Classic Edge, and Urban Dusk—available nationwide from June 11 for £4.99, offering savings of up to 92% compared to high-end brands like Dior, Ralph Lauren, and Hugo Boss.