What perfumes are travelers choosing most this summer? New trends and tips for finding your scent

The selection of perfumes often begins before a shopper even enters a store, with many consumers having already encountered or researched specific scents online. Karolina Miežė, an expert in beauty and perfumery at UAB „Travel Retail Vilnius“, notes that trends and advertising significantly influence these choices. "TikTok plays a big role, especially for younger audiences – many fragrance trends are born there," she adds.

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TikTok plays a big role, especially for younger audiences – many fragrance trends are born there.

While some customers arrive with a clear idea of what they want, others seek guidance on popular options. Common preferences include notes of wood, leather, patchouli, tobacco, and vanilla, alongside bergamot. Unusual requests, such as scents reminiscent of falling autumn leaves, thyme, the sea, or freshly laundered clothes, also surface.

This summer, the refreshed Vilnius Heinemann Duty Free shop offered travelers an expanded selection of new fragrances, particularly in the niche perfumery category. This led to increased interest in brands like Maison Margiela, Jo Malone, Zarkoperfume, and Brunello Cucinelli. Miežė observes that customers sought fresh, clean, and light scents, but also placed a higher value on uniqueness and quality. These brands attracted shoppers with their original compositions, high-quality ingredients, and the opportunity to discover something less common than mass-market offerings.

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Customers sought fresh, clean, and light scents, but also placed a higher value on uniqueness and quality.

Tropical fruit notes, such as passionfruit, mango, peach, and citrus, dominated this summer's popular fragrances. These were often combined with vanilla, coconut, white florals, or woodsy notes to maintain a light, summery feel while adding character and distinction. Miežė highlights popular scents like "Mancera Holidays," "Mancera Coco Vanille," "Fugazzi Orange Crush," "V Canto Ricina," and "Atkinsons Mystic Moonlight," noting a broader desire for scents that evoke summer travel, sunshine, and vacation memories.

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We hope that tomorrow's activity will run smoothly, not only in the physical space but also in our digital space.

The summer's TOP 20 list prominently features niche perfumery, with brands such as Kilian, Tiziana Terenzi, Nishane, Fugazzi, BORNTOSTANDOUT, Etat Libre d'Orange, V Canto, Montale, and Mancera being highly sought after. Another significant trend is molecular and minimalist scents from brands like Escentric Molecules, Zarkoperfume, and Fugazzi, which offer a modern approach and develop uniquely on different skin types. High-fashion house perfumery is represented by Tom Ford, Maison Margiela, Prada, Brunello Cucinelli, and Versace Atelier. Common threads among these summer favorites include a prevalence of unisex options, a strong interest in higher concentrations, significant sillage, and deep base notes like amber, oud, and sandalwood.

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