Digimind : Data visualization tool for Paco Rabanne perfume

1 Million de Paco Rabanne

To begin with, we will carefully study the data given about Paco Rabanne’s masculine best -seller perfume : 1 Million. Launched in 2008, this marketing triumph has become the pride of the Catalan groupe Puig, owners of the brand.

It is with no great surprise that we discover the fragrance, 13 years later, is still largely being spoken about on social media, in a positive way, almost as much by women (46%) than by men (53%).

At first observation I naturally expected some spikes in the trend between the months of December and January, and that they would correspond to the rise in interactions during the Christmas festivities.

However, I couldn’t get my hand on why the trend would grow so much in the month of December 2020 despite the Covid-19 pandemic, which at that time last year was still pretty disastrous to the economy, with many lockdowns still taking place over the world.

So when digging deeper into the statistics, I stumbled upon an article from the daily mail UK which caught my attention :

The inability for clients to test new scents in person may have also contributed to the increase in sales of nostalgic scents, as consumers opted for familiar classics. 1 Million from Paco Rabanne was included as the top selling perfume of the year, just behind Eau Sauvage from Dior in the UK, because of its iconic and memorable fragrance. This fragrance evokes nostalgic and comforting memories of a time where people were free to party, travel, seduce, and gave people a sense of escapeism.

We can surely expect a new rise in trends from now until the end of December 2021, as many people have mentioned 1 Million for Black Friday, and speaking about the way this cult fragrance leaves a trail in everyone’s minds.

Finally, the age proportion of people speaking about this legendary perfume is between 26 and 40 years old, as shows the graph below.

By Clara O'Mahony

30/11/2021