By  on March 21, 2018

For Robin Mason, senior vice president of Shiseido Fragrances, today’s official National Fragrance Day comes at a pivotal moment for the industry. Prestige fragrances are on the upswing with The NPD Group reporting 2017 sales rose 4 percent to $4 billion. Driving growth are natural and artisanal entries, which grew 32 percent and 14 percent, respectively. Mason believes the attention garnered by the honorary day can build upon that momentum — especially luring younger users.

“You hear about all these different businesses declaring ‘their day,’ from doughnuts and ice cream to lipstick,” Mason, who has a quarter of a century of experience in the business, told WWD. “I hope through National Fragrance Day we can educate, break down barriers and demystify selecting a fragrance.” She said another aspect of campaign, created by The Fragrance Foundation, will help “spotlight” the talents of master perfumers.

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