Bad fragrance habits could be impacting Londoners’ love life, according to new research by Aldi.
A survey of 2,000 UK adults found nearly half of those living in London (22%) would consider refusing a second date because of someone’s perfume or aftershave.
For some, bad scents are an even bigger relationship dealbreaker, with over one in 10 (15 %) admitting they have ended a relationship because of their partner’s perfume.
Londoners’ biggest fragrance “ick” is someone smelling like an air freshener (33%) , followed closely by cologne that smells too chemically (32%) and using deodorant instead of showering after exercise (31%).
Londonders’ Top 10 Biggest Fragrance Icks:
Someone smelling like an air freshener (33%)
Cologne that smells too chemical-heavy (32%)
Using deodorant instead of showering after exercise (31%)
Wearing too much perfume/aftershave (28%)
Layering too many scents at once (27%)
Mixing clashing scents such as perfume and strong deodorant (24%)
Perfume that smells like food (21%)
Reapplying fragrance excessively throughout the day (20%)
Wearing no fragrance at all (18%)
Wearing a scent that reminds you of an ex (15%)
TikTok fragrance trends are also proving divisive, with 15% of those living in London naming “TikTok made me buy it” among their biggest fragrance red flags. Social media continues to shape fragrance shopping habits, with 31% discovering perfumes and aftershaves online and 26% admitting they have bought a scent because of content they’ve seen on social platforms.
Despite strong opinions on fragrance fails, Londoners are increasingly moving away from expensive designer scents in favour of affordable alternatives.
Research found almost three-quarters of those surveyed (71%) believe cheaper perfumes and aftershaves smell better than luxury originals, while two-thirds (66%) say they’ve received more compliments wearing affordable fragrances than designer scents.
Fragrance adverts also remain highly influential, with almost half of Londoners (48%) saying they have bought a fragrance after seeing an advert before even smelling it in person.
Aldi has released the “Aldi Fragrance Advert” to poke fun at OTT luxury fragrance adverts. A short ad inspired by cues from classic designer fragrance adverts, in a typical Aldi setting, featuring easily distracted store worker, “Dave”, showcases the latest Lacura range.
Julie Ashfield, Chief Commercial Officer, Aldi UK, said: “It’s official, we’re a nation of fragrance fans. Our new research shows shoppers are becoming savvier and are increasingly turning to affordable options that still deliver on quality and scent. That’s why we’re excited to launch our latest range of fragrances, offering customers luxury without the premium price tag.”
As shoppers continue to seek luxury fragrances without the premium price tag, Aldi is launching three NEW limited-edition Lacura men’s fragrances. The NEW Lacura Solar Drift, Lacura Classic Edge and Lacura Urban Dusk Eau de Parfum (£5.99, 50ml) launch in stores nationwide from 11th June for just £5.99 each. Shoppers purchasing can save up to 92% compared to high end brands such as Dior, Ralph Lauren, and Hugo Boss[1].