Syncly Social Index
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Fragrance
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Men's cologne on video, September 2026
What is men's cologne?
Cologne is the everyday word for men's fragrance in the US. Technically, eau de cologne is a light concentration of fragrance oils, lighter than eau de toilette or eau de parfum, but most people use "cologne" for any fragrance a man wears.
On short-form video, cologne is described by mood and season. Fresh, vanilla, sweet and clean are the words most often used alongside it, and winter scents were already picking up in September.
Share of category videos by month
Monthly share of category videos that mention the term.
0.9%
1.1%
1.3%
1.5%
Jun 26Jul 26Aug 26Sep 26
Top videos
The most-viewed videos mentioning the term this month.
@karanwahi · InstagramOpen on Instagram ↗
@jeremyfragrance · TikTokOpen on TikTok ↗
@scentrays · InstagramOpen on Instagram ↗
Which brands own the conversation
Share of the term’s videos that mention each brand.
Armani8.1%
YSL7.9%
Dior7.6%
Creed7.4%
Jean Paul Gaultier6.6%
Louis Vuitton6.6%
Parfums de Marly6.2%
Rasasi5.5%
Lattafa5.4%
Byredo5.4%
Most-mentioned products
Products named most often alongside the term.
| Product | Videos |
|---|---|
Rasasi Hawas | 158 |
Creed Aventus | 149 |
Dior Sauvage | 124 |
Parfums de Marly Layton / Althair / Herod / Haltane | 109 |
Jean Paul Gaultier Le Male / Le Beau | 99 |
Louis Vuitton Imagination | 72 |
Armani Stronger With You / Acqua di Giò | 67 |
Lattafa Khamrah | 49 |
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Frequently asked questions
This report measures attention on social video, not quality. In September 2026, the most-named colognes were Rasasi Hawas (158 videos), Creed Aventus (149), Dior Sauvage (124), Parfums de Marly's Layton, Althair, Herod and Haltane (109 combined) and Jean Paul Gaultier Le Male and Le Beau (99).
It depends mostly on concentration: eau de cologne is the lightest and fades fastest, while eau de parfum and parfum last longer. Longevity is a common theme on video, mentioned in about 5% of September 2026 cologne videos, and creators often rank colognes by how long they last.
Most creators spray cologne on the neck, chest or wrists, usually a few sprays. Over-spraying is a running joke: one tier list of fragrances that clear a room (326K views in September 2026) puts over-spraying and Axe in the tier that empties the room.
Yes. Men's cologne appeared in 1.5% of short-form beauty videos in September 2026, up 21% from August and up from 0.9% in June. It has gained share every month since June.
Armani, YSL and Dior each appeared in about 8% of September 2026 cologne videos, followed by Creed (7%), Jean Paul Gaultier and Louis Vuitton (7% each) and Parfums de Marly (6%). Rasasi and Lattafa, two Middle Eastern houses, also made the top 10.
