Syncly Social Index
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Fragrance
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Lattafa on video, September 2026
Lattafa has the highest untagged share in the fragrance panel: 71% of sampled videos named it without tagging it, mostly in budget lists and dupe comparisons. It still ranks ninth on the Syncly Social Index at 33.6, with the smallest volume in the panel and few videos that break out.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Lattafa's query is its name alone, since it sells only fragrance. Untagged share is its one top component: 71% of sampled videos said or showed Lattafa without naming it in the caption, hashtags or handles. Reviewers tend to list Lattafa bottles in rankings and price comparisons without tagging the brand.
Every volume and reach measure sits near the bottom. Lattafa has 7.3% of fragrance-panel mentions, the smallest share, and its share was nearly flat from August (up 2%). Only 3% of its videos passed 100k views, and its top 10 creators made 9% of its videos. Sentiment is mid-pack at 47% positive, but 5 of 64 sampled videos were negative, tied with Dior for the most in the panel.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Lattafa videos
The most-viewed videos mentioning the brand this month.
A month of Lattafa videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Lattafa videos are about
Sep 3 (25 videos), tied for the busiest day with Sep 14, 20 and 28: a Turkish discount chain advertised original perfumes including Lattafa Khamrah (139K views, watch).
Sep 14 (25): a Portuguese-language list of 10/10 Arabian men's perfumes included Lattafa Sherif and Khamrah Waha (49K, watch).
Sep 20 (25): a layering challenge paired Khamrah Qahwa with Dior Fahrenheit and called the result 'this sucks' (256K, watch). Volume ranged from 8 to 25 a day.
Lattafa videos are about price and value. 'Affordable' appears in 54 videos and 'dupe' in 28, and other Middle Eastern budget houses such as Afnan (26) and Rayhaan (26) show up alongside it. Khamrah is the most-named line, in 117 September videos with share up 17%, though some reviewers dislike it. Asad (41), Musamam Black Intense (30) and Yara (28, share down 24%) follow. Musamam Black Intense won the top views: one reviewer ranked it his best Lattafa (watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Khamrah (all) | 117 | +17% |
Asad | 41 | |
Musamam Black Intense | 30 | |
Yara | 28 | −24% |
Bade'e Al Oud | 19 | |
Teriaq | 18 |
Top keywords
Top hashtags
Where and who
Lattafa is one of two fragrance-panel brands, with Armani, where YouTube Shorts leads: 37% of its videos, ahead of Instagram Reels (35%) and TikTok (28%). Its audience is more Spanish- and Portuguese-speaking than most: 14% of videos are in Spanish and 6% in Portuguese. Fragrance reviewers dominate; @fragranceflan posted 14 videos. On TikTok, 30 of 141 videos were paid partnerships and none of them passed 100k views.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
71% of sampled videos mentioned Lattafa only in speech, on-screen text or the AI summary, the highest rate in the panel. A 371K-view winter list shows 'Musamam Black Intense, Lattafa, $50' only in on-screen text (watch). A 304K-view shopping trip in Paraguay shows a Lattafa shelf without a tag (watch). Negative videos were about quality, such as one creator saying a scent felt like 'an old school Lattafa, something that's cheap smelling' (watch).
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Brands mentioned alongside Lattafa
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.