Fragrances Audience in Germany
Fragrances has an estimated audience of 9,516,177 people in Germany. 68.1% are female, 31.9% are male, average age 39.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Hermès, H&M, Beauty salons, Skin care, Toddler.
The average Fragrances fan in Germany is 39.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Hermès, H&M, Beauty salons, with strongest over-indexing on Hermès (1.93× the country average). Demographically, the Fragrances audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Indulgence, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Topic · Subtype: Fragrances
Demographics of Fragrances fans
| Metric | Value |
|---|---|
| Female | 68.1% |
| Male | 31.9% |
| Average age | 39.2 |
| Estimated audience size | 9,516,177 |
Audience persona
The typical Fragrances fan in Germany is more female, around 39.2 years old, with strong Indulgence tendencies and a notable affinity for Hermès.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,857,460 | 1.37× |
| Bayern | 1,551,036 | 1.01× |
| Baden-Württemberg | 1,538,019 | 1.18× |
| Niedersachsen | 1,010,478 | 1.09× |
| Hessen | 924,540 | 1.27× |
| Rheinland-Pfalz | 498,745 | 1.05× |
| Berlin | 472,512 | 1.11× |
| Sachsen | 337,479 | 0.72× |
| Schleswig-Holstein | 322,148 | 0.94× |
| Hamburg | 257,300 | 1.2× |
| Brandenburg | 244,719 | 0.83× |
| Thüringen | 166,103 | 0.68× |
| Sachsen-Anhalt | 163,572 | 0.66× |
| Mecklenburg-Vorpommern | 122,340 | 0.67× |
| Bremen | 106,364 | 1.31× |
| Saarland | 103,319 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hermès | 1.93× | Fashion & Accessoires |
| H&M | 1.52× | Shopping |
| Beauty salons | 1.62× | Beauty & Wellness |
| Skin care | 1.86× | Beauty & Wellness |
| Toddler | 1.63× | Kids & Family |
| Zara | 1.72× | Shopping |
| C&A | 1.59× | Shopping |
| Breuninger | 1.57× | Fashion & Accessoires |
| Undergarment | 1.57× | Fashion & Accessoires |
| Natural product | 2.17× | Food & Beverages |
| Self-awareness | 1.53× | Health |
| Louis Vuitton | 1.67× | Fashion & Accessoires |
| Sephora | 2.12× | Shopping |
| Haute couture | 1.7× | Fashion & Accessoires |
| Baby food | 1.57× | Kids & Family |
| Children's clothing | 1.53× | Fashion & Accessoires |
| Hair care | 1.66× | Beauty & Wellness |
| Fashion show | 1.74× | Fashion & Accessoires |
| Handbags | 1.52× | Fashion & Accessoires |
| Bershka | 2.04× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.27 |
| Design Affinity | PREMIUM | 1.19 |
| Creativity | OPEN | 1.17 |
| Sports Activity | POWER | 1.17 |
| Pet Ownership | JOY | 1.14 |
| Sustainability | BALANCE | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.2% |
| Brazil | 5.4% |
| Italy | 5.2% |
See Fragrances audiences in other countries
More Fragrances audiences in Germany
- Paris Hilton (fragrance) (1,492,205)
- Fragrance oil (753,096)
- Parfum (636,796)
- Paco Rabanne (501,987)
- Acqua di Parma (418,883)
Frequently asked questions
How many fans does Fragrances have in Germany?
Fragrances has an estimated audience of 9,516,177 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Fragrances fans?
68.1% of Fragrances fans are female, 31.9% are male, with an average age of 39.2 years.
Which brands do Fragrances fans like most?
Fragrances fans show strongest brand affinity for Hermès (1.93×), H&M (1.52×), and Beauty salons (1.62×) over the country average.
Where do Fragrances fans live in Germany?
Fragrances fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,857,460), Bayern (reach 1,551,036), and Baden-Württemberg (reach 1,538,019). These three regions account for the largest share of the active audience.
What other brands do Fragrances fans also like?
Beyond Fragrances itself, the audience over-indexes on H&M (1.52×), Beauty salons (1.62×), Skin care (1.86×), and Toddler (1.63×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Fragrances. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.