Vibrant Filipino marketplace with flowers and perfume bottles.

Scent of Success: Unlocking Filipino Consumer Behavior in the Designer Perfume Market

Mira Elwood in Culture & Society August 2025 • 4 min read.

"A pilot study reveals insights into fragrance preferences, usage habits, and motivations driving perfume purchases in the Philippines."

The Philippines is a rapidly expanding hub for luxury goods in Southeast Asia, with perfumes emerging as a standout favorite among Filipino consumers. Fueled by rising incomes, evolving lifestyles, and a desire for self-expression, the demand for designer fragrances is on the rise. But what exactly drives Filipino consumers' choices when it comes to perfume?

A groundbreaking pilot study has delved into the fragrance habits of Filipinos, revealing key trends in their usage patterns, preferred scents, and the underlying motivations behind their purchases. This research offers a fresh perspective on a market brimming with potential, providing valuable insights for both industry players and perfume aficionados.

This article unpacks the key findings of this study, exploring how Filipino consumers choose, use, and perceive designer perfumes. From the prevalence of online shopping to the influence of climate on scent preferences, we'll uncover the unique factors shaping the Filipino fragrance landscape.

Decoding Filipino Perfume Preferences: What Scents Resonate?

Vibrant Filipino marketplace with flowers and perfume bottles.

The study reveals that Filipino consumers have distinct preferences when it comes to fragrance profiles. Fresh scents reign supreme, followed closely by floral notes. This preference for lighter, more refreshing scents likely reflects the Philippines' tropical climate, where heavier fragrances can feel overpowering. The preference of fresh or floral notes may also correlate to the predominant population being male.

The research also investigated how Filipinos adjust their scent choices based on the season. During the wet season, woody and oriental scents gain popularity, while fresh scents dominate during the dry season. This adaptability highlights the savvy consumer base that considers environmental factors in their fragrance selection.

Here's a breakdown of seasonal scent preferences:

Wet Season: Woody (43.2%), Oriental (26.1%), Floral (19.3%), Fresh (11.4%)
Dry Season: Fresh (78.4%), Floral (14.8%), Woody (4.5%), Oriental (2.3%)

In terms of concentration, Eau de Parfum (EDP) emerges as the preferred choice, striking a balance between longevity and intensity. This suggests that Filipino consumers seek fragrances that offer lasting power without being overly assertive, mirroring a desire for subtle elegance.

Implications and the Future of Filipino Fragrance

This pilot study provides a valuable foundation for understanding the nuances of the Filipino perfume market. The findings highlight the importance of fresh scents, seasonal adaptability, and the growing influence of online channels. Brands can leverage these insights to tailor their offerings and marketing strategies to resonate with Filipino consumers. Future research should expand on these findings with larger sample sizes and diverse methodologies to provide a more comprehensive understanding of this dynamic market.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: https://doi.org/10.48550/arXiv.2401.17886,

Title: Filipino Use Of Designer And Luxury Perfumes: A Pilot Study Of Consumer Behavior

Subject: econ.gn q-fin.ec

Authors: John Paul P. Miranda, Maria Anna D. Cruz, Dina D. Gonzales, Ma. Rebecca G. Del Rosario, Aira May B. Canlas, Joseph Alexander Bansil

Published: 31-01-2024

Everything You Need To Know

What are the primary fragrance preferences of Filipino consumers, and what factors influence these choices?

The pilot study indicates that Filipino consumers primarily favor fresh scents, followed by floral notes. This preference is strongly influenced by the Philippines' tropical climate, where lighter fragrances are more comfortable. The study also reveals seasonal adjustments: woody and oriental scents are favored during the wet season, while fresh scents dominate during the dry season. This adaptability demonstrates the consumer's awareness of how environmental factors impact their fragrance selection. Furthermore, Eau de Parfum (EDP) is the preferred concentration, suggesting a desire for fragrances that offer lasting power without being overpowering, aligning with a preference for subtle elegance.

How does the Filipino climate influence the selection of perfumes by consumers, as highlighted in the study?

The study specifically mentions that the tropical climate of the Philippines plays a significant role in shaping scent preferences. Due to the warm and humid conditions, Filipino consumers tend to gravitate towards lighter, more refreshing fragrances. During the dry season, fresh scents are overwhelmingly preferred. During the wet season, there's a shift towards woody and oriental notes. This adaptation to seasonal changes highlights the consumer's sensitivity to how climate can affect the perceived intensity and wearability of different perfume types. This also shows an understanding of how different fragrance families interact with different weather conditions, ensuring comfort and appropriateness throughout the year.

What are the key findings regarding fragrance concentration preferences among Filipino consumers, and why is this significant?

The study reveals that Eau de Parfum (EDP) is the preferred choice among Filipino consumers. This preference is significant because EDP strikes a balance between longevity and intensity. It suggests that consumers desire fragrances that provide a lasting scent experience without being overly strong or assertive. This choice reflects a broader preference for subtle elegance and a desire for perfumes that are suitable for various occasions without overwhelming the senses. This is in contrast to stronger concentrations like Parfum, which may be considered too intense for everyday wear in the Filipino climate, or lighter concentrations which may not offer the desired longevity.

How can brands leverage the insights from the pilot study to effectively engage with Filipino consumers in the perfume market?

Brands can utilize the study's insights by tailoring their offerings and marketing strategies to resonate with Filipino consumers. This includes focusing on fresh and floral fragrance profiles, which align with the prevalent preferences. Furthermore, brands should consider the seasonal shift in preferences, promoting woody and oriental scents during the wet season and emphasizing fresh scents during the dry season. Given the preference for EDP, brands should highlight the lasting power and balanced intensity of their products. Finally, brands can optimize their online presence, as online channels are growing in influence in the Filipino market, offering a convenient platform for consumers to discover and purchase perfumes.

What are the potential implications and future directions for the Filipino fragrance market, as suggested by the study?

The pilot study provides a foundation for understanding the nuances of the Filipino perfume market. It highlights the importance of fresh scents, seasonal adaptability, and the growing influence of online channels. The implications suggest that brands should focus on these aspects to effectively engage with consumers. Future research should expand on these findings with larger sample sizes and diverse methodologies to provide a more comprehensive understanding of this dynamic market. This could involve further exploration of the influence of demographics, lifestyle, and cultural factors on fragrance choices. Additional research could reveal unmet needs and provide more specific recommendations for brands looking to establish or expand their presence in the Filipino perfume market, including insights into optimal marketing strategies and product development.