The 10 Fragrance Brands That Won Social Media in May

by · WWD
Gucci GuiltyCOURTESY OF COTY

The top 10 fragrance brands by social media buzz today indicate a split dynamic between designer houses and niche and indie players.

Data from Traackr shows that in May, Gucci was the number-one fragrance house by brand vitality score (VIT), which measures social media performance and reach, while Dolce & Gabbana ranked second.

Both brands, as well as other top-performing legacy fashion players like Burberry, drove performance “through structured, paid campaigns tied to key moments like Father’s Day and major fragrance launches,” said Traackr chief executive officer and founder Pierre-Loïc Assayag.

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Much of that content was paid, while top indie and niche brands mainly surfaced in the top 10 as a result of “organic creator ecosystems and founder-led influencer,” Assayag added.

Those include Mona Kattan’s Kayali, which ranked number-six with 4,851 VIT, and Ellis Brooklyn, which ranked in 10th place. Among top designer brands, though, Assayag said that YSL Beauty’s momentum was least reliant on paid content, with the brand seeing organic fragrance reviews and “get ready with me posts” around its latest YSL Myslf Eau de Toilette Intense launch in May.

The top 10 fragrance brands by May VIT, per Traackr.

1. Gucci: 11,836

2. Dolce & Gabbana: 8,161

3. Burberry: 7,959

4. ‘Ôrebella: 7,020

5. YSL Beauty: 4,949

6. Kayali: 4,851

7. Jean Paul Gaultier: 4,821

8. Parfums de Marly: 4,757

9. Phlur: 4,509

10. Ellis Brooklyn: 3,990