Jean Madar, Interparfums: “Social media and AI are reshaping fragrance shopping for”

Premium Magnificence Information – After the slowdown following the post-COVID peak, how is the US fragrance market performing?

Jean Madar – Through the pandemic, the US fragrance market underwent a serious transformation, pushed by the rising consciousness that perfume supplies a second of escape and self-care. There was a dramatic shift in shopper conduct, notably with regards to on-line buying, as shoppers bought fragrances with out having the ability to scent them first.

Then, till 2024, perfumes had been the standout development engine in US magnificence, typically outpacing make-up and skincare with double‑digit features. In 2026, perfumes are anticipated to stay a key development driver, however at extra regular ranges. We stay cautiously optimistic for the approaching yr.

Premium Magnificence Information – What are the particular consumption patterns of the US and EU markets?

Jean Madar – There are just a few key variations. American buyers overwhelmingly favor on-line buying and love testing new fragrances and present units. Increasingly more shoppers are turning to AI instruments to seek out the fitting perfume for them and get customized suggestions. They make in depth use of social media, notably TikTok, as a way of discovering and buying new fragrances. Additionally they have a better urge for food for superstar manufacturers.

Europeans have additionally embraced social media, with TikTok and Instagram being important platforms for exploring new fragrances, however they nonetheless place nice significance on testing at factors of sale, reflecting an extended custom of fragrance as a luxurious craft.

Premium Magnificence Information – How are US tariffs impacting what you are promoting?

Jean Madar – They have an effect on each side of our enterprise. The rise in US import tariffs routinely raises the prices of just about all key parts of our enterprise: perfume oils, alcohol, glass bottles, sprayers, and packaging. This places stress on margins and disrupts the provision chain. We wish to soak up these prices by inner effectivity features fairly than growing costs for shoppers, however in some circumstances, selective worth will increase and operational changes could also be obligatory.

Premium Magnificence Information – Interparfums’ model portfolio is split between Europe, with Interparfums SA, and the US. What share of your gross sales within the US market come from European manufacturers?

Jean Madar – For the US market, roughly 70% of our gross sales come from European operations and 30% from US operations. [1]

Premium Magnificence Information – On this context, how is manufacturing structured? What is going to occur particularly for Nautica and Beckham, the 2 licenses you could have simply signed?

Jean Madar – With our manufacturing technique, we purpose to be as shut as potential to shopper markets. For the Beckham and Nautica manufacturers, we will probably be taking orders from April 2028 and January 2030, respectively. Though nonetheless below analysis, the manufacturing construction ought to stay aligned with this precept.

Premium Magnificence Information – How do you see the US market evolving within the coming years?

Jean Madar – We anticipate continued development in on-line perfume discovery and buy, whether or not by social media platforms or AI. Customers are more and more searching for personalization, which they discover by layering fragrances, but additionally by customized suggestions based mostly on AI.

These are highly effective channels for discovery, however bodily retail will stay simply as essential. Quite the opposite, retail stays a necessary level of contact. So, for a model, storytelling should be coherent on-line and in-store, to supply shoppers an immersive and constant model expertise.

To achieve success, manufacturers should encourage need, whether or not as a gateway into the world of an iconic trend home or that of a star. We’ll proceed to develop our portfolio to take care of desirability throughout all our manufacturers.