The Christmas Gift of the Year 2024: What Are People Saying About the Unisex Fragrance?
Each year, the reveal of the Christmas Gift of the Year stirs up discussions, speculation, and reflections on current consumer trends. Earlier this month, HUI Research announced their 2024 selection: the unisex fragrance. But how has the public reacted? We’ve delved into the chatter to uncover the story, and the results speaks volumes about our times.
Last week, HUI Research unveiled their pick for the Christmas Gift of the Year 2024: the unisex fragrance. Their reasoning? A nod to how consumer behavior shifts in an economic downturn, paired with the growth of the beauty industry, even as larger purchases decline. It’s a phenomenon often referred to as "the lipstick effect", where consumers treat themselves to smaller luxuries, like cosmetics, when times are tight. A week and some change after the big reveal, we’ve analyzed conversations in radio, podcasts, and social media using All Ears’ platform to see how it’s resonated.
Inclusive, but Not Groundbreaking
Most mentions we’ve tracked are neutral, discussing the topic without strong opinions. Hosts and guests often describe the idea of unisex products as interesting, but not revolutionary. Many praise the initiative, seeing it as a step toward inclusivity and diversity. However, some voices question the choice. A common critique is that the unisex fragrance doesn’t feel new or significant enough to represent “The Christmas Gift of the Year.”
From Trend Report to Tradition
The Christmas Gift of the Year has been a tradition since 1988 when HUI first introduced it as part of their holiday trend report. What started as a summary of consumer trends has now become an event in its own right. In a podcast interview on Saturday with M3, Sarah Blomhé Larsson, an analyst at HUI, shared her thoughts on this year’s selection.
Our analysis at All Ears also highlights radio as a major platform for the discussion. In Vaken med P3 & P4 hosts Kalle Johansson and Frida Tranvik explored the history of fragrance, explaining how scents were gender-neutral until the 1950s when the market began splitting into “for him” and “for her” categories. The program also touched on the growing popularity of perfume, particularly on the second-hand market, supported by data from Tradera.
Whether the beauty industry is moving toward a gender-neutral future remains to be seen. With All Ears, you can dive deeper into trends and gain real-time insights powered by our AI analysis, which goes beyond sentiment to address frameworks like the PEST model.