Fragrance and Gender
Masculine fragrances are usually a little less sweet than what you would see with a feminine fragrance. Instead, masculine fragrances focus more on other notes, like woods, greens, spices, herbals, or smoky scents, with an emphasis on the heavier, longer-lasting base notes. These scents usually have more of an outdoor tone, inspired by traditionally ‘masculine’ things, like pipe tobacco, tar, freshly cut wood, saddle leather, metal, whiskey, or ocean spray. Earthy notes like sandalwood, patchouli, and rosewood are commonly associated with masculinity. Sandalwood, in fact, chemically resembles androsterone, which is a hormone chemical that is secreted from the underarms of human males. Scientific studies have found that women subconsciously link the scent of sandalwood with androsterone, thus elevating attraction to men wearing that scent.
Men generally have a body odor that is more musky and sharp, and women have a body odor that is more ambery and soft. If a perfumer tries to capture these into specific notes, the closest notes to a man’s body odor might be sandalwood, costus, cumin, hay, patchouli, vetiver, oakmoss and ambrette. A woman’s body odor can be best described in olfactory terms by notes such as labdanum, vanilla, benzoin and honey absolute.
If thinking of the philosophical terms of what masculine and feminine mean, a distinction might be made between notes that are angular and 'projective' as opposed to notes that are 'receptive,' notes that approach you as opposed to notes that draw you in. Thus notes that reach out, such as citrus, herbs, and spices, are often considered more masculine and are used in abundance in men's fragrances, while other notes that are more rounded and 'receptive,' such as the floral and ambery notes, can be more readily perceived as feminine. Perhaps paradoxically, men's fragrances generally have a more restrained sillage. It has been said that masculine scents have a quality of announcing themselves, an attitude of strength, capability, action and forthrightness, as opposed to demureness, daintiness or coy sexual invitation.
For most of perfume's history, there was no separation of fragrances or notes by gender. During the Middle Ages, for instance, fragrances made with natural ingredients were worn by all, either to mask the unpleasant odors of unwashed bodies or as a form of honor: knights wore the same scent as their favoring lady partners when going into battles. Subsequently, perfumes were worn in the 18th century by both men and women for embellishment, seduction, and display of wealth and social rank. Says perfumer Francis Kurkdjian, "Women and men were sharing the same appeal for fashion and beauty, wearing wigs, laces, ribbons, heels, jewelry, makeup, and fragrances."
In more recent centuries, however, fragrances have become categorized as either male or female in character. Western stereotypes of gendered scents seem to have originated primarily in 19th century Europe, when the economic middle class first arose, with increased leisure time and surplus cash for luxury items like perfumes that previously had been available only to those of wealth and high status. Men and women of that time had very distinct roles, with middle class men having jobs that carried an aura of industry and stern conscientiousness and women spending their time arranging flowers, playing music, and cooking. According to cultural historian Constance Classen, women were seen then as frivolous, sweet, and innocent - characteristics easily associated with floral and sweet fragrances. Says Kurkdjian, "The male figure got rid of ornaments from past centuries that were considered excessive and decadent. Sartorial sobriety and a form of austerity were required and became the norm." These qualities of masculinity were reflected in the woody, earthy fragrances men chose to wear to represent themselves, while women selected floral scents and those with sweet ingredients such as vanilla and fruits.
At the same time, lighter and more delicate scents became accessible to middle class women due to the discovery of synthetic fragrance compounds (e.g. vanillin in 1874 and artificial musk in 1888) and the rise of large-scale stores and packaging. Commercial advertisers realized that they could sell much more if they convinced buyers that there were significant differences between smelling like a lady and smelling like a man, and scent consumers became hesitant to trust and follow their own instincts. When a men's 'perfume comeback' occurred in the early 20th century, the male/female dichotomy persisted as a major factor for fragrance manufacturers, as in most other industries. This was reinforced further in the 1940s, when fragrance brands began to collaborate more with Hollywood film studios and actors, having masculine figures like Humphrey Bogart and Clark Gable touting their men's products.
It is also possible that some of the association of floral smells with women has to do with the cultural use of flowers as metaphors for feminine fertility since antiquity. And the link between men and musks may come partly from the fact that men's body odors generally are more musky or animalic than women's; and men's more acidic skin chemistry reacts differently with musk and certain other essential oils. For centuries, certain floral notes such as tuberose have been associated for women with physical pleasure and seduction. (During the Renaissance, young girls were forbidden to walk through gardens at night because the scent of tuberose was thought to be a powerful aphrodisiac; and the Victorians attributed 'dangerous pleasure' to it.)
Another factor in the association of particular scents with gender has been the creation of neural memory pathways in childhood, based upon what fragrances a boy smelled every day on his father and saw him use, learning to identify them as masculine; and which ones a girl smelled on her mother and learned were feminine smells. Reinforcing these ideas were exposures to products arranged by gender at department store fragrance counters and to perfume marketing, which increased greatly in the 1950s and influenced expectations of fragrance gender through targeted packaging and presentation. However, according to perfumer Sue Phillips, "The trend toward different fragrances for men and women really increased in the U.S. in the early 1970s. In the 1960s, the flower children wore musk and patchouli oils in an effort to 'commune' with nature, but once the 1970s rolled around, men wanted to smell 'like men.'" This resulted in the rise of bracing, refreshing, sporty men's scents. Says Phillips, "Interestingly, this took particular hold in the U.S., while European men remained comfortable wearing a range of fragrances, including florals." By the end of the 20th century, women's fragrances were delicately and innocently feminine, floral, and fruity, and were pink or pastel colored; or they were flirty, fiercely independent, and sexy, with purple colors. Their bottles were curved rather than angular, and their product names were playfully 'feminine,' like Belle or Daisy. Men's fragrances built on the image of the fearless alpha male, having scents that were musky and spicy, with smoky, woody, leathery accords, and darker blue and green colors. They were given strong and virile product names like Sauvage.
Some of the association seems to be a natural role played by sex and attraction. Helen Keller once said, "Masculine exhalations are, as a rule, stronger, more vivid, more widely differentiated than those of women. In the odor of young men there is something elemental, as of fire, storm and sea salt. It pulsates with buoyancy and desire. It suggests all the things strong and beautiful and joyous..." And men sometimes seem to have chosen masculine fragrances not because of marketing, but instead because the scents seemed to interact especially well with their perceptions of their own natural body odors. Scientists observe that "sniffing out gender is something that animals are built to do," as noted by a piece in
Time magazine. The article referenced a study in which participants, men and women of various sexual orientations, were exposed to male, female, or neutral hormonal smells while viewing a computer image of human walking. Straight men believed the image showed a more feminine gait when they were being exposed to the female hormone estratetraenol. The obverse was true of straight women, who found the gait to look masculine while smelling the male hormone androstadienone. Gay men responded more like straight women to the hormones, while bisexual or gay women showed varied responses somewhere between those of heterosexual men and women. Says Belgian perfumer Guy Delforge, "A person is born liking one specific scent family, and that preference rarely changes."
This phenomenon of gender specificity in fragrances has been primarily a Western one. In other parts of the world, especially the Middle East and India, both men and women traditionally have worn strong and opulent scents (sandalwood, jasmine, vetiver henna, and attars), and the smell of rose is very popular with men. In areas of South America, particularly Brazil, women use more fresh, green fragrances and lavender rather than the fruity-floral ones popular with North American women.
In 1994, the launch of CK One revolutionized the fragrance industry, blurring gender lines with a clean but sexy citrus scent that was in sharp contrast to the ostentatious, heavy fragrances that were ubiquitous at the time. Says CK One co-creator Alberto Morillas, "With CK One, it is this feeling of freshness that everyone has grabbed without thinking about the distinction between men and women. It is this emotional freshness that prevails." Since around 2000, with increasing cultural focus on individual identity and gender definition, an 'anything goes' approach has been making headway in perfumery. Says James Craven of boutique perfumery Les Senteurs, "Our philosophy is that one wears the scent one loves. Gender does not enter the equation." Byredo's Ben Gorham agrees, noting that there is increasing understanding that notions of what is gender specific mainly have come from marketing.
More recently, the concept of 'a woman's perfume' has been disappearing even further from marketing. To some extent, perfume marketing strategists still use the familiar constructs of masculine and feminine to maintain profits, using traditional and subliminal messages. Says writer Alok Vaid-Menon, "Marketing products through the gender binary is an effective strategy because men and women have been told they are supposed to look, dress, act, and smell a certain way. This creates a feedback loop whereby the supply engenders the demand and the demand engenders the supply." However, there is a gradually increasing trend to overturn the stereotypes, led primarily by niche brands such as Byredo, Diptyque, Escentric Molecules, and Frédéric Malle. According to the perfume market research firm Mintel, gender neutral fragrance launches accounted for only 17% of the market in 2010, increasing markedly to 51% by 2018. Says Gorham, "To me, gender specific fragrance is as absurd as gender specific food."
Linda Pilkington, founder of perfumery Ormonde Jayne, removed gender tagging from her brand's products 20 years ago. "A man took me by surprise when he chose a very floral jasmine and freesia scent," she says. "Then another man bought our rose-scented Ta'if from a department store. I knew then that I had to change our philosophy of categorizing by gender." Escentric Molecules products, designed to respond differently to each wearer's natural individual skin scent, were established by Geza Schoen in 2006. "Socialization and cultural education influence where our borders are," he says. "Women tend to be taught by their mother, and most men still wear what is popular. People were bored. It was time to break with the traditional view." Says Le Labo perfumer Fabrice Penot, "Wearing the right scent is choosing who you want to be, feel, be perceived as on that particular day. And that is all about emotions."
Niche brands have released conceptual fragrances that blur traditional gender lines. Says Emmanuelle Moeglin, founder of the Experimental Perfume Club, "When perfume is stripped of marketing and visual cues, men who visit my lab do not censor themselves from using traditionally female ingredients such as rose and jasmine. The rise of niche perfumery has helped to break gendered olfactory codes." And says Penot, "Perfumery has to be sexual to me, it has to create an attraction, an addiction. But it doesn't need to be gender specific. In fact, our Santal and Rose scents are worn by men and women equally. We don't approach gender in a traditional way at Le Labo - that's not how we see the world, that's not how we see perfumery." Fragrance is a form of communication, and just as people are demanding more inclusive language, scents that are for everyone, regardless of gender identity, are becoming more common.
Gradually, marketing itself seems to be changing, as demonstrated by the launch of CK Everyone, and with fragrances without traditional gender labels increasing in both marketing and purchasing percentages. In August 2019, Gucci launched the brand's first gender neutral fragrance, Mémoire d'une Odeur, and its advertising campaign featured Harris Reed, a young designer who identifies as gender fluid. Says Reed, "My own interpretation of the campaign was all about a complete and utter sense of inclusivity. Pushing what it means to be an individual and be different in 2019. It never felt like we were cast for this, it felt like we were really hand-picked to support the message." According to Gucci, the scent was its first "universal fragrance, a perfume not assigned to a gender or time."
More and more companies are offering designated gender neutral fragrances. Fendi introduced its Fendifrenesia, packaged along with a gender-fluid-scented carry bag, mixing together perfume, art, and fashion. And gender neutral scents have also been offered by Louis Vuitton and Bon Parfume. According to Melissa Hago of style forecaster Fashion Snoops, this trend is because "people no longer want to be labeled, whether it's gender, age, or ethnicities, and instead want to be recognized for their individual wants and tastes. We are seeing this in all categories, fashion, beauty, and now fragrance." Carlos Huber, founder of perfumery Arquiste, agrees and says, "Things are changing. We're seeing women who are more ambiguous about their tastes and men who aren't embarrassed to embrace fashion, the arts, and now grooming."
Independent brands that sell
only gender neutral fragrances, such as PHLUR, Laboratory Perfumes, and Henry Rose, have emerged and become popular. Their products are not just unisex, created to appeal to both genders; instead they consciously discard the binary gender concept entirely. Says PHLUR founder Eric Korman, "We were trying to depart from the tired messaging of the fragrance category for the past 70 years, which was entirely laced in sex, the objectification of both genders, and an almost carnal misogyny." The non-binary fragrances often have clean, minimalistic branding and packaging, inviting the consumer to project onto them their own understanding of gender. Says perfumery Snif co-founder Phil Riportella, "It's less about 'de-gendering' the actual ingredients that make up a fragrance and more about throwing away the rules of conventional fragrance that tell us what we should and should not be wearing."
Millennials seem to be a major driving force behind these trends reshaping perfumery. Industry magazine Cosmetics Business says that the generation wants more transparency, as well as more gender neutral scents. According to perfumer Charna Ethier, "Millennials don't want to wear their mom's perfume. They want to smell different, like leather, crushed velvet, and smoke. I get a lot of women saying they don't want to smell like flowers." And she says that they want more natural botanical smells, which had been neglected, rather than the synthetics. Says Hago, "The fragrance industry is definitely having a revamp, from being pushed to be more transparent with their ingredients to creating more non-binary scents that speak to everyone." At Coty, the world's largest fragrance company, trends toward more gender fluid and sustainable products are being promoted. Says Laurence Lienhard, Coty's VP of consumer marketing, "The companies who are winning are the industry leaders that have refreshed their proposition with new brands, because millennials are brand agnostics."
Meloney Moore, Savannah College professor of beauty and marketing, says that consumers now are looking beyond the old stereotypical use of scent for attracting someone and are investigating other factors. "They want to understand the ingredients, the provenance, and the craftmanship behind the products they buy," she says. In addition, consumers are becoming more independent, wanting to co-create with the product brand their own scent experience, and a neutral fragrance that puts smell first offers that opportunity. However, at the same time, she also believes that our subjective association of scents with female or male gender is still present, emotionally tied to memory: "Throughout history, florals have operated on both sides of the gender line. A person's association with various fragrance notes can change based on when and where they were born, while life experiences can influence one's categorization of certain notes."
Kurkdjian says that it is important to distinguish between gender neutrality and gender fluidity. "Unisex perfume existed already. It's nothing new. But fluidity doesn't mean genderless. We have to be very specific in our vocabulary. Gender fluidity means one to another, to be able to transition in a fluid manner. This is very, very different." Using this flexible, non-binary approach, he created Gentle Fluidity Gold and Silver, a set of two perfumes drawing on the same notes (juniper, nutmeg, coriander, musk, ambery wood, and vanilla) but with two completely different olfactory profiles. "The two scents have the exact same ingredients, meaning they have the same DNA," he says. "But what changes from one to another is the balance within the ingredients. Silver has more aromatic fresh-spicy notes, while Gold has more of the musky vanillin accord. With Gentle Fluidity, I go beyond the concept of perfumery for women, men, or mixed. There is a personality, a sensitivity, a 'gentle fluidity' between all gender identities." Says actress L Morgan Lee, "All trans people are not inherently seeking gender neutrality. I'm a pretty binary trans woman; I have no problem with items saying they're for women. Just changing a label does not change the process of how the scent was made or who was being thought of in the meetings and labs. Instead of trying to take away what's already in place, it'd be more productive to do the work of building new scents with different genders in mind as they're being developed."
However, Kurkdjian also believes strongly that some scent notes are more suited overall to women's energies, and likewise to men's. Recently he introduced l'Homme a la Rose, a unique rose fragrance designed for men, formulated with the intent to define modern masculinity and empower men, "expressing my freedom to create a rose scent fragrance for men with a strong signature. I wanted to demonstrate that rose can be masculine as well." Even for fragrances that still reside more clearly within male and female categories, there are many subtle nuances that go beyond the stereotypical floral vs. woody and can lend themselves to wider use. "There are always feminine notes masquerading in male scents," says Kurkdjian. "One example that not many people are aware of is orange blossom, which is so common in men's perfume - the way the cologne accords are mixed creates a freshness that works for men. Another is lily of the valley; many men's perfumes feature this note, but brands don't often claim it up front."
Women often lean toward wearing men's scents, such as Terre d'Hermes, Acqua di Parma, or Dior Fahrenheit, Eau Sauvage, or Homme. It is less common for men to wear traditionally female fragrances, but it is seen. Perfumer Tom Daxon recalls having a male friend who used to douse himself in Chanel No. 5. Says Daxon, "I always move to a clothing analogy - women wearing an old cologne is like wearing a vintage Burberry trench coat that might be oversized because it's a guy's one. Guys rarely do the opposite, it would be an avantgarde thing. Men's fashion moves at a glacial pace by comparison to women's. Yet some women, including perfume experts, still find that they become uncomfortable wearing scents that seem too masculine, especially the fougère-style fragrances. While there is nothing intrinsically masculine about fougère's lavender, citrus, and geranium, their presence in compositions sometimes seems to set a boundary that only a few Western women are willing to cross. It comes down to very small details. A shirt is a shirt to a large extent, whereas female fashion is far more adventurous. A woman might think nothing of wearing her dad's cologne, but the same doesn't apply to men." Perfumer Huber admits that creating a floral scent that men will like is not easy. "How do you make a skirt masculine? That's difficult. How do you make pants feminine? That's not so difficult. It's harder for a man to wear floral notes without feeling feminine - it speaks to our insecurities." Some experts have recommended that men might try certain women's scents that have more masculine notes of earthiness, woods, and leather, such as Christian Dior Diorella and Hermes Eau des Merveilles. Other perfumes suggested include Hermes Hiris, Chanel No. 19, Frédéric Malle Portrait of a Lady, Serge Lutens Femininite du Bois, Caron Tabac Blone, and Alexander McQueen Kingdom.
So what do the trends mean commercially? There has been a gradual decline in designated women's fragrance launches worldwide. According to Mintel's database, between 2014 and 2018, unisex fragrance launches in Europe increased from 15% to almost 20% of the overall market, while the launch of women's fragrances decreased 5%. Globally, unisex fragrances increased from 12% to 14%, while women's fragrances dropped from 66% to 62% of overall launches. Says Gorham, "People are still being programmed by the advertising of large beauty conglomerates, so we still see a number of people approaching fragrance in a conventional way. At the same time, I think now more than ever, the lines are becoming blurred and people are buying and wearing fragrances that they feel speak to them in a personal way. What we notice now is that younger customers don't place as much importance on perfume as earlier generations. This will force brands to rewrite their narratives and evolve their products substantially if they hope to stay relevant."
Gender Neutral Fragrances
Acqua di Parma Blue Mediterraneo Mirto di Panarea
Aesop Marrakech Intense, Tacit
AllSaints Incense City
A.N Other
l'Artisan Parfumeur Histoire d'Orangers
Bella Freud Psychoanalysis
Bon Parfumeur 001
Byredo Bal d'Afrique, Black Saffron, Eleventh Hour, Super Cedar, Velvet Haze
Calvin Klein CK All, CK One, CK 2
Chanel Paris Deauville
Christian Dior Spice Blend
Clarins Eau Dynamisante
Clean Reserve Rain, Smoked Vetiver, Warm Cotton
Comme des Garcons 2, Amazingreen, Blackpepper, Blue Encens, Concrete
Commodity Book, Nectar
Creed Royal Water, Tabarome Millesime
Diptyque Eau des Sens, Oud Palao
Dolce & Gabbana Velvet Bergamot, Velvet Cypress, Velvet Exotic Leather
D.S. & Durga Debaser, Mississippi Medicine, Radio Bombay, Vio-Volta
Edward Bess Genre
Ellis Brooklyn Rives
Escentric Molecules Molecule 01
Ex Nihilo Bois d'Hiver
Gucci Mémoire d'Une Odeur, Oud
Heretic Dirty Grass
Hermès Eau de Gentiane Blanche
Hermetica Source
Jo Malone English Oak & Hazelnut, Lime Basil & Mandarin, Pomegranate Noir, Wood Sage & Sea Salt
Kiehl's Original Musk
Laboratory Perfumes Amber
Le Labo Another 13, Baie 19, Rose 31, Santal 33, Tabac 28
Louis Vuitton Afternoon Swim, Cactus Garden
Lush Devil's Nightcap
Maison Margiela Replica Across Sand, At the Barber's, Jazz Club
Malin + Goetz Cannabis, Dark Rum, Leather
Mancera Silver Blue
Mugler Come Together
Penhaligon's Oud de Nil
Sana Jardin Sandalwood Temple
Sarah Jessica Parker Stash
Tom Daxon Midnight Saffron
Tom Ford Black Orchid, Neroli Portofino, Ombré Leather, Tobacco Vanille
Valentino Uomo
Vilhelm 125th & Bloom
Yves St. Laurent Mon Paris, Tuxedo