Viking Line is selling more fragrances than ever on board – TikTok favourites are as popular as classic fragrances
The sale of fragrances on board Viking Line’s vessels has increased significantly in recent years, and the fragrance departments in the company’s tax-free shops are now more enticing than ever. Young men are among those most inspired by influencers on social media, which guides their choice of fragrances.
It’s peak season for fragrances – perfume is part of the Christmas season, and many people choose to give fragrances as Christmas presents. Perfume sales on board Viking Line’s vessels also peak at this time of year.
"Demand for fragrances on our vessels has seen explosive growth generally. Sales started rising back during the COVID pandemic, and that growth has shown no signs of slowing. Finns have learnt to see fragrances as an important part of their personal style, even their wellness. We at Viking Line have responded to the increased demand by developing even more attractive fragrance departments,” says Viking Line’s Category Manager for Beauty, Fashion & Spa, Sara Zitting.
A total of 630 women’s fragrances and 360 men’s fragrances are available in Viking Line’s tax-free shops. The range varies between vessels and is continuously renewed with the addition of new, interesting scents.
"There are also many classic fragrances on the shelves, and their popularity is not affected by trends. Examples of these are Chanel No. 5, Dior Miss Dior and Hugo Boss Bottled. However, it is apparent in Viking Line’s tax-free shops that the perfume preferences of Finns have undergone major changes in recent years."
Finns now dare to try new and unique fragrances, and many passengers find their favourites among niche fragrances – artisanal perfumes from small producers. Another new development is that sustainable choices play an ever greater role in the selection of scents; many people want to know more about fragrance ingredients and their environmental impact.
Fragrance trends today are spread mainly through social media, when influencers review and recommend perfumes. New fragrances can attract a great deal of attention within a very short period of time. At Viking Line, the beauty department sales staff receive regular training on the properties of fragrances as well as industry trends so that the increasingly informed customers get knowledgeable service.
"Viral fragrance trends are also clearly reflected in our sales. In particular, TikTok has a big impact. A new, significant customer group has emerged – teenage boys and young men – through the social media platform. They know exactly what they want. They are often looking for specific brands, which they’ve heard about through influencers. Right now, young men like especially strong, intense fragrances, such as Jean Paul Gaultier’s Le Male Elixir and Hugo Boss’s Bottled Elixir," says Sara Zitting.
In contrast, young women usually prefer sensual, flowery and fruity scents. For example, Versace’s popular fragrance Bright Crystal is in that category. Gourmand fragrances, which have taken their inspiration from the world of food, like Gucci’s Flora Gorgeous Orchid, are now trendy. They feature sweet aromas such as vanilla, chocolate and berries.
“In times like these, they are the kind of fragrances that create a feeling of security and appeal to people’s nostalgic longing.”
TOP 3 fragrances for women at Viking Line
1. Gucci - Flora Gorgeous Orchid EdP: “A flowery, fresh scent. Popular with women of all ages.”
2. Yves Saint Laurent - Libre Flowers & Flames EdP: “A modern, bold favourite with young women. Its scent profile combines flowers with oriental tones.”
3. Carolina Herrera - Good Girl Blush Elixir EdP: “A multifaceted, sweet scent that young women in particular like. Also appeals to older age groups.”
TOP 3 fragrances for men at Viking Line
1. Jean Paul Gaultier - Le Male Elixir EdP: “A unique, bold scent that is very popular right now with young men. Older men also like it.”
2. Armani - Stronger with You Intensely EdP: “The modern, intense nature of this scent appeals especially to young men.”
3. Valentino - Uomo Born in Roma EdT: “An elegant, fresh fragrance for every occasion. A favourite with all ages.”
Tips if you want to buy a fragrance as a gift
1. Try to find what kind of fragrances the recipient usually uses. Does the recipient like flowery, fruity, woody or oriental fragrances? When you know what fragrant notes the recipient likes, it’s easier to choose. Ask the knowledgeable sales staff for help.
2. Think about the recipient’s personality and lifestyle. What could suit this particular person? For a young woman, a happy, fruity scent could be perfect, whereas an elegant more mature woman often appreciates a scent with an elegant style. A very sensual person would perhaps like patchouli – or maybe vanilla? When you think about these things, your gift will probably be even more personal.
3. Choose a gift set with different fragrances. In that way, the recipient can try several fragrances and find a new favourite.
These tips were provided by Viking Line’s Category Manager for Beauty, Fashion & Spa, Sara Zitting
For further information:
Sara Zitting, Category Manager, Beauty, Fashion & Spa
sara.zitting@vikingline.com, tel. +358 40 913 0374
Johanna Boijer-Svahnström, Senior Vice President, Corporate Communications
johanna.boijer@vikingline.com, tel. +358 18 270 00
Christa Grönlund, Press & PR Manager
christa.gronlund@vikingline.com, tel. +358 9 123 51
