Syncly Social Index
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Fragrance
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Fragrance on video, October 2026
Winter scents and discovery sets gain share in October fragrance video. YSL leads the fragrance panel with an SSI score of 68.3. This report covers October 1 through 31, 2026.
What videos are talking about
Cold-weather scent language gains ground. Winter-scents mentions rise 51% in normalized share from September. Cozy rises 28%, tobacco 33% and discovery sets 48%.
Gourmand talk extends into body care. The broader vanilla and gourmand report tracks perfume, mists and related scent conversation. Its reviewed sample includes shower routines and layering, so perfume-only monitoring misses part of the context.
Mists and designer lines stay visible. The largest tracked category product groups are Sol de Janeiro Perfume mists (Cheirosa, Brazilian Crush) (574 videos), YSL Libre (391 videos), Carolina Herrera Good Girl (387 videos). These are mention counts, not sales or a scent-quality ranking.
Fastest-rising topics
Syncly Social Index: top brands
Brands ranked by their Syncly Social Index score for the month.
| Rank | Brand | SSI score | Video share | Change |
|---|---|---|---|---|
| #1– | YSL | 68.3 | 14% | +10% |
| #2▲1 | Sol de Janeiro | 64.4 | 15% | +20% |
| #3▲2 | Dior | 60.6 | 12% | +5.6% |
| #4▲2 | Carolina Herrera | 59.5 | 13% | +55% |
| #5NEW | Parfums de Marly | 55.3 | 6.6% | +20% |
| #6▼4 | Valentino | 52.8 | 7.9% | +19% |
| #7▼3 | Byredo | 46.7 | 12% | +4.7% |
| #8NEW | Victoria's Secret | 42.5 | 6.6% | +21% |
| #9▼1 | Chanel | 36.1 | 6.5% | −16% |
| #10– | Kayali | 31.4 | 6.3% | +5.2% |
Most-mentioned products
Products named most often in category videos, with change vs. the prior month.
| Product | Type | Videos | Change |
|---|---|---|---|
Perfume mists (Cheirosa, Brazilian Crush)Sol de Janeiro | Fragrance | 574 | +22% |
LibreYSL | Fragrance | 391 | +37% |
Good GirlCarolina Herrera | Fragrance | 387 | +51% |
Miss DiorDior | Fragrance | 344 | +21% |
Mojave Ghost / Gypsy Water / Bal d'AfriqueByredo | Fragrance | 328 | +7.9% |
Born in RomaValentino | Fragrance | 296 | +62% |
La BombaCarolina Herrera | Fragrance | 199 | +38% |
Delina (incl. Delina Exclusif)Parfums de Marly | Fragrance | 197 | +80% |
Yum Boujee MarshmallowKayali | Fragrance | 123 | +3.2% |
SauvageDior | Fragrance | 112 | −18% |
BombshellVictoria's Secret | Fragrance | 104 | +138% |
Uomo / Born in Roma UomoValentino | Fragrance | 102 | +45% |
Untagged mentions by brand
How often each brand shows up in speech or on screen without a caption tag.
Brand reports
Full Syncly Social Index reports for each ranked brand.
