{"schemaVersion":1,"id":"scento-fragrance-index","title":"Scento Fragrance Index","publisher":"Scento","source":"Scento order data","generatedAt":"2026-10-08T07:49:26.509Z","window":{"start":"2025-10-01","end":"2026-09-30","label":"October 2025 to September 2026","timeZone":"Europe/Bucharest"},"method":{"summary":"Scento analysis of its own paid orders placed between October 2025 and September 2026 (Europe/Bucharest time), shipped to customers across Europe. Every figure is a share, a rank or an index computed from perfume decants (0.75, 2, 5, 8 and 30 ml) that customers paid for.","counted":"Each decant unit a customer paid for counts once, whatever its size. Rankings order perfumes by decant units. Shares are each group’s part of all paid decant units in the window.","excluded":["Cancelled and deleted orders","Orders without a captured payment, free PR and press kits, and replacement shipments for lost parcels","Test, synthetic and staff orders, and orders placed by the Scento team","Gift-card-only orders and gift-card lines","Free items: welcome gifts, perks, rewards and promotional samples","Full bottles, accessories (atomizer cases, eye patches) and pre-built gift sets that are not a single perfume","Automatic shipments of the legacy per-perfume subscription, where the perfume could be assigned rather than chosen"],"rounding":"Shares are rounded to the nearest whole percent, or to the nearest half percent below 10%, so rounded shares need not add up to 100. Indices are rounded to whole numbers and computed from unrounded shares.","suppression":"Any figure that would rest on too few orders to be stable is withheld and shown as null; a ranked perfume must also clear a minimum number of separate orders, and a country’s top 10 is shown only when all ten places clear it.","trend":"Trend indices compare the second half of the window (April 2026 to September 2026) with the first half (October 2025 to March 2026) = 100. Quarterly indices use the first quarter that clears the order threshold as 100.","definitions":{"nicheVsDesigner":"Niche and designer follow the house classification in Scento’s catalogue, with obvious misfiles corrected (Ralph Lauren, Issey Miyake and Salvatore Ferragamo count as designer). Scento’s own house perfumes sit outside this split.","genderStyle":"Feminine, masculine and unisex follow the label each perfume carries in Scento’s catalogue.","middleEasternHouses":"Houses based in the Gulf states: Amouage (Oman) and Kajal, Kayali and Widian (United Arab Emirates).","priceTiers":"Price tiers use each perfume’s current 8 ml member price at Scento as the measure of how expensive the perfume is; perfumes without a listed 8 ml member price are left out of this split.","scentoHouse":"Scento’s own house perfumes are kept in the data and flagged with isScentoHouse; none of them is held out of any ranking."}},"metrics":{"topPerfumesEurope":{"title":"Most-bought perfumes across Europe","basis":"Rank by paid decant units","entries":[{"rank":1,"perfume":"Imagination","house":"Louis Vuitton","isScentoHouse":false},{"rank":2,"perfume":"Aventus","house":"Creed","isScentoHouse":false},{"rank":3,"perfume":"Guidance","house":"Amouage","isScentoHouse":false},{"rank":4,"perfume":"Ombre 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Pura","house":"Xerjoff","isScentoHouse":false},{"rank":17,"perfume":"Angels' Share","house":"By Kilian","isScentoHouse":false},{"rank":18,"perfume":"Tobacco Vanille","house":"Tom Ford","isScentoHouse":false},{"rank":19,"perfume":"Side Effect","house":"Initio Parfums Prives","isScentoHouse":false},{"rank":20,"perfume":"Absolu Aventus","house":"Creed","isScentoHouse":false},{"rank":21,"perfume":"Musk Therapy","house":"Initio Parfums Prives","isScentoHouse":false},{"rank":22,"perfume":"Delina","house":"Parfums de Marly","isScentoHouse":false},{"rank":23,"perfume":"Baccarat Rouge 540","house":"Maison Francis Kurkdjian","isScentoHouse":false},{"rank":24,"perfume":"Afternoon Swim","house":"Louis Vuitton","isScentoHouse":false},{"rank":25,"perfume":"Arabians Tonka","house":"Montale","isScentoHouse":false}]},"topPerfumesByCountry":{"title":"Most-bought perfumes by country","basis":"Rank by paid decant units shipped to each country; countries shown only where all ten places clear the threshold","countries":[{"country":"DE","countryName":"Germany","entries":[{"rank":1,"perfume":"Imagination","house":"Louis Vuitton","isScentoHouse":false},{"rank":2,"perfume":"Aventus","house":"Creed","isScentoHouse":false},{"rank":3,"perfume":"Guidance","house":"Amouage","isScentoHouse":false},{"rank":4,"perfume":"Symphony","house":"Louis Vuitton","isScentoHouse":false},{"rank":5,"perfume":"Pacific Chill","house":"Louis Vuitton","isScentoHouse":false},{"rank":6,"perfume":"Guidance 46","house":"Amouage","isScentoHouse":false},{"rank":7,"perfume":"Ombre Nomade","house":"Louis Vuitton","isScentoHouse":false},{"rank":8,"perfume":"Reflection Man","house":"Amouage","isScentoHouse":false},{"rank":9,"perfume":"Layton","house":"Parfums de Marly","isScentoHouse":false},{"rank":10,"perfume":"XJ 1861 Naxos","house":"Xerjoff","isScentoHouse":false}]},{"country":"IT","countryName":"Italy","entries":[{"rank":1,"perfume":"Imagination","house":"Louis 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Kurkdjian","isScentoHouse":false},{"rank":5,"perfume":"XJ 1861 Naxos","house":"Xerjoff","isScentoHouse":false},{"rank":6,"perfume":"Valaya","house":"Parfums de Marly","isScentoHouse":false},{"rank":7,"perfume":"Blue Talisman","house":"Ex Nihilo","isScentoHouse":false},{"rank":8,"perfume":"Ombre Nomade","house":"Louis Vuitton","isScentoHouse":false},{"rank":9,"perfume":"Pacific Chill","house":"Louis Vuitton","isScentoHouse":false},{"rank":10,"perfume":"Bianco Latte","house":"Giardini di Toscana","isScentoHouse":false}]},{"country":"RO","countryName":"Romania","entries":[{"rank":1,"perfume":"Guidance","house":"Amouage","isScentoHouse":false},{"rank":2,"perfume":"Imagination","house":"Louis Vuitton","isScentoHouse":false},{"rank":3,"perfume":"Valaya","house":"Parfums de Marly","isScentoHouse":false},{"rank":4,"perfume":"Guidance 46","house":"Amouage","isScentoHouse":false},{"rank":5,"perfume":"Angels' Share","house":"By Kilian","isScentoHouse":false},{"rank":6,"perfume":"Aventus","house":"Creed","isScentoHouse":false},{"rank":7,"perfume":"Baccarat Rouge 540 Extrait","house":"Maison Francis Kurkdjian","isScentoHouse":false},{"rank":8,"perfume":"Bianco Latte","house":"Giardini di Toscana","isScentoHouse":false},{"rank":9,"perfume":"XJ 1861 Naxos","house":"Xerjoff","isScentoHouse":false},{"rank":10,"perfume":"Ombre Nomade","house":"Louis Vuitton","isScentoHouse":false}]}]},"nicheVsDesigner":{"title":"Niche versus designer share of decants","basis":"Share of paid decant units, Scento house perfumes excluded","cells":[{"key":"niche","label":"Niche houses","share":65,"suppressed":false},{"key":"designer","label":"Designer houses","share":35,"suppressed":false}],"trend":{"baseLabel":"2025-10 to 2026-03","latestLabel":"2026-04 to 2026-09","baseShare":61,"latestShare":66,"index":108,"suppressed":false,"quarterly":[{"period":"2025-Q4","share":60,"index":100,"suppressed":false},{"period":"2026-Q1","share":62,"index":103,"suppressed":false},{"period":"2026-Q2","share":65,"index":109,"suppressed":false},{"period":"2026-Q3","share":67,"index":111,"suppressed":false}]}},"sizeMix":{"title":"Decant size mix","basis":"Share of paid decant units by size","cells":[{"key":"0.75ml","label":"0.75 ml","share":2.5,"suppressed":false},{"key":"2ml","label":"2 ml","share":76,"suppressed":false},{"key":"5ml","label":"5 ml","share":11,"suppressed":false},{"key":"8ml","label":"8 ml","share":9.5,"suppressed":false},{"key":"30ml","label":"30 ml","share":null,"suppressed":true}]},"genderStyle":{"title":"Gender style of decants","basis":"Share of paid decant units by catalogue label","cells":[{"key":"feminine","label":"Feminine","share":20,"suppressed":false},{"key":"masculine","label":"Masculine","share":30,"suppressed":false},{"key":"unisex","label":"Unisex","share":50,"suppressed":false}]},"middleEasternHouses":{"title":"Middle-Eastern houses’ share of decants","basis":"Share of paid decant units","houses":["Amouage","Kajal","Kayali","Widian"],"cells":[{"key":"middle-eastern","label":"Middle-Eastern houses","share":9,"suppressed":false}],"trend":{"baseLabel":"2025-10 to 2026-03","latestLabel":"2026-04 to 2026-09","baseShare":9,"latestShare":9,"index":103,"suppressed":false,"quarterly":[{"period":"2025-Q4","share":8.5,"index":100,"suppressed":false},{"period":"2026-Q1","share":9,"index":106,"suppressed":false},{"period":"2026-Q2","share":8,"index":92,"suppressed":false},{"period":"2026-Q3","share":10,"index":118,"suppressed":false}]}},"priceTiers":{"title":"Decants by price tier","basis":"Share of paid decant units by the perfume’s current 8 ml member price at Scento","cells":[{"key":"under-20","label":"Under €20 (8 ml member price)","share":23,"suppressed":false},{"key":"20-30","label":"€20–29.99 (8 ml member price)","share":22,"suppressed":false},{"key":"30-40","label":"€30–39.99 (8 ml member price)","share":28,"suppressed":false},{"key":"40-50","label":"€40–49.99 (8 ml member price)","share":22,"suppressed":false},{"key":"50-plus","label":"€50 and up (8 ml member price)","share":6,"suppressed":false}]},"topHouses":{"title":"Top houses by share of decants","basis":"Rank and share of paid decant units","entries":[{"rank":1,"house":"Louis Vuitton","share":9.5,"isScentoHouse":false},{"rank":2,"house":"Amouage","share":8.5,"isScentoHouse":false},{"rank":3,"house":"Parfums de Marly","share":7,"isScentoHouse":false},{"rank":4,"house":"Creed","share":6.5,"isScentoHouse":false},{"rank":5,"house":"Xerjoff","share":5,"isScentoHouse":false},{"rank":6,"house":"Tom Ford","share":4.5,"isScentoHouse":false},{"rank":7,"house":"Maison Francis 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Gift cards launched at the end of September 2026, so no gift-card share is reported."},"topFeminine":{"title":"Most-bought feminine perfumes across Europe","basis":"Rank by paid decant units among perfumes labelled feminine in Scento’s catalogue","suppressed":false,"entries":[{"rank":1,"perfume":"Guidance","house":"Amouage","isScentoHouse":false,"handle":"guidance-amouage"},{"rank":2,"perfume":"Guidance 46","house":"Amouage","isScentoHouse":false,"handle":"guidance-46-amouage"},{"rank":3,"perfume":"Valaya","house":"Parfums de Marly","isScentoHouse":false,"handle":"valaya-parfums-de-marly"},{"rank":4,"perfume":"Musk Therapy","house":"Initio Parfums Prives","isScentoHouse":false,"handle":"musk-therapy-initio-parfums-prives"},{"rank":5,"perfume":"Delina","house":"Parfums de Marly","isScentoHouse":false,"handle":"delina-parfums-de-marly"},{"rank":6,"perfume":"Delina Exclusif","house":"Parfums de 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