Father’s Day 2021 was a big event for more reasons than one; not only was it a chance to celebrate the men in our lives, but to also enjoy post-lockdown time with our loved ones. For this reason, some embraced the day with a renewed enthusiasm, and that excitement was reflected in soaring sales in the fragrance industry.
In fact, in the two weeks leading up to Father’s Day 2021, NPD reported a 68% increase in men’s fragrance sales compared to the same period in 2020. These sales figures were also 44% higher than those seen in 2019, indicating an upwards trend in grooming gifts that looks set to continue for 2022.
But what brands were enjoying strong visibility over this lucrative gifting period? As we head into Father’s Day 2022, mmi has been reflecting on the etail and media data that matters. Our team has identified the brands that had the highest share of voice (SOV) in the lead up to Father’s Day 2021, as well as the products that received the most coverage.
Here’s what we discovered…
| Brand | % UK Media SOV |
| Tom Ford | 17% |
| Jo Malone London | 15% |
| Acqua di Parma | 12% |
| Clinique | 10% |
| Chanel | 9% |
| Aesop | 8% |
| Bulldog | 8% |
| Christian Dior | 7% |
| Elemis | 7% |
| Foreo | 7% |
Tom Ford and Jo Malone were in the lead with the highest media share of voice in the grooming industry, closely followed by Acqua di Parma and Clinique. The data we collected tracks across all media – from Instagram to magazines to print publications – so the coverage spanned gift guides, influencer campaigns, advertorials and more.
| Brand / Product | % UK Media SOV |
| Tom Ford Costa Azzurra EDP | 29% |
| Creed Viking Cologne | 15% |
| Jo Malone London The Car Diffuser | 10% |
| Clinique For Men Daily Intense Hydrator Set | 10% |
| Elemis General Brand Mention | 8% |
| Shiseido Men Ultimune Power Infusing Concentrate | 8% |
| Heath London The Oil Control Kit x Liam Mertens Limited Edition | 6% |
| Montblanc Explorer EDP | 6% |
| Foreo Luna 3 | 6% |
| Chanel Bleu De Chanel All-Over Spray | 6% |
When we drill down deeper into share of voice data, we can see what products were most popular in media, with some surprise contenders amongst key cult-classic picks. As luxury scents with a timeless quality, Tom Ford Azzurra and Creed Viking were failsafe Father’s Day gifts, while Jo Malone’s fragranced car diffuser demonstrated a desire for creativity in the market. Skincare from Clinique, Shiseido and Foreo also ranked high alongside the classic gift of fragrance, indicating a shift in focus from just scents to wider grooming products. Meanwhile, Elemis showed the impact of well-planned influencer campaigns, achieving high SOV off the back of an Instagram Story takeover with lifestyle creator @howeydon.
| Brand | % UK Media SOV |
| Armani | 6% |
| Versace | 6% |
| Paco Rabanne | 5% |
| Hugo Boss | 5% |
| L'Oreal | 4% |
| No 7 | 4% |
| Dior | 4% |
| Yves Saint Laurent | 3% |
| Ralph Lauren | 3% |
| Gucci | 3% |
High visibility on ecommerce stores often correlates with high sales volume, making co-op advertising one of the most valuable marketing tools during key consumer periods. The brands that won in this space through Father’s Day 2021 included a mix of high end and drugstore staples, from Armani and Versace to L’Oreal Paris and No 7. With the right tool, you can see what etailers and ad placement earned them this high SOV, then use these insights to optimise your own presence for Father’s Day 2022.
Meanwhile, media SOV data helps you spot who your key competitors are through Father’s Day, and highlights whose strategies to take inspiration from when planning future media outreach. This isn’t just useful for Father’s Day, but also for other key consumer periods, when boosting presence is vital to accelerating revenue.
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