Xiaohongshu teamed up with Kantar China to release the Discovering Fragrances - 2024 Perfume Trends White Paper yesterday. The report reveals that perfume users are getting younger and exhibiting high-frequency consumption patterns, with 50% aged under 30 years. Moreover, 86% of perfume users simultaneously use three to four other fragrance products. The fragrance interest community on Xiaohongshu covers over 65 million individuals, with users showing a mature mindset, and the proportion of male users is increasing annually.