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Fragrances - Brazil - September 2017

“The fragrance market in Brazil is unique: the strength of national brands is significant and ensures the category retail sales a good performance, despite the economic recession. Mintel data shows that a majority of Brazilians use national fragrances bought in physical stores. However, the category has some obstacles to overcome, such as the commercialization of fake products and e-commerce sales difficulties”.
– Juliana Martins, Beauty and Personal Care Senior Analyst

This Report looks at the following areas:

  • The market lacks products for older consumers
  • Taxation and falsification damage the sales of fragrances in Brazil
  • Impossibility to feel the scents of fragrances can be a barrier to online sales

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • The market lacks products for older consumers
              • Taxation and falsification damage the sales of fragrances in Brazil
                • Impossibility to feel the scents of fragrances can be a barrier to online sales
                  • Opportunities
                    • Strength of domestic fragrance market guarantees sales
                      • Figure 1: Forecast for the fragrance retail market, by value -- Brazil, 2012-22
                    • There is space to develop more unisex fragrances
                      • Figure 2: Fragrance launches by subcategory, top five countries and Brazil, January 2014-July 2017
                    • Brazilians don’t use all perfumes they have at home
                      • Figure 3: Fragrance ownership, by fragrance usage, May 2017
                    • Brands can communicate more perfume kits as a gift
                      • Figure 4: Attitudes and behaviors, May 2017
                    • What we think
                    • The Market – What You Need to Know

                      • Recession impact on fragrance market is limited
                        • Opportunity to increase variety of products for senior consumers
                          • Taxation and falsification affect the retail sales of fragrances
                            • Opportunity to develop online sales of fragrances
                            • Market Size and Forecast

                              • Expansion of sales channels and local brands guarantee sales
                                • Figure 5: Retail fragrance market, by value – Brazil, 2012-22
                                • Figure 6: Forecast for the fragrance retail market, by value – Brazil, 2012-22
                            • Market Drivers

                              • Perfumes for senior consumers can boost the category
                                • Perfumes have one of the highest tax burdens in Brazil
                                  • Perfumes are one of the most forged products in Brazil
                                    • Brands need to overcome online sales barriers
                                      • Fragrance retail sales have been expanding
                                      • Key Players – What You Need to Know

                                        • National brands invest in perfumes
                                          • Natura and Boticário focus on communication
                                            • Opportunity to develop unisex fragrances
                                              • Innovative bottles influence purchase decision
                                                • On-the-go formats appeal to Brazilians
                                                • Market Share

                                                  • National brands account for more than half of retail sales
                                                    • Figure 7: Retail market share, fragrances, by value – Brazil, 2015-16
                                                • Marketing Campaigns and Actions

                                                  • Natura aims to be the main brand of fragrances in Brazil
                                                    • Figure 8: Natura campaign: “The house of fragrances in Brazil"
                                                    • Figure 9: Natura campaign: "Woman at the end of the world"
                                                  • Eudora enters the category of perfumes for men
                                                    • Figure 10: Eudora campaign: "Rodrigo Lombardi presents Eudora Impression"
                                                  • Boticário launches fragrances for Valentine’s Day
                                                    • Figure 11: The Boticário campaign: “Tire seu namoro do sério com o novo Egeo Bomb!”
                                                • Who’s Innovating?

                                                  • The fragrance market lacks unisex products
                                                    • Figure 12: Fragrance launches by subcategory, top five countries and Brazil, January 2014-July 2017
                                                  • Innovative bottles appeal to Brazilian consumers
                                                    • Innovative formats may attract Brazilian women
                                                        • Figure 13: Fragrance launches by claim, top five countries and Brazil, January 2014-July 2017
                                                    • The Consumer – What You Need to Know

                                                      • Men are more likely to own one bottle of fragrance
                                                        • There are opportunities to boost consumption among men aged 45+
                                                          • Brazilians use more perfumes while working and going out
                                                            • Men aged 16-24 prefer fresh scent
                                                              • Brand trust is the most important attribute when choosing a perfume
                                                                • Perfumes are purchased more as a gift for others
                                                                • Fragrances Ownership

                                                                  • Most Brazilians own more than one bottle of fragrance
                                                                    • Figure 14: Fragrance ownership, May 2017
                                                                  • Innovative packages can appeal to men
                                                                    • Figure 15: Fragrance ownership, by gender, May 2017
                                                                  • Brazilians don’t wear all the perfumes they own
                                                                    • Figure 16: Fragrance ownership, by fragrance usage, May 2017
                                                                • Fragrance Usage

                                                                  • Cosmetics that help boost fragrance may raise use of fragrance
                                                                    • Figure 17: Fragrance usage, May 2017
                                                                  • Perfumes that help remove body odor may appeal to men aged 45+
                                                                    • Figure 18: Fragrance usage among men, May 2017
                                                                • Occasions

                                                                  • Fragrances can be part of the day-to-day look
                                                                    • Figure 19: Occasions, May 2017
                                                                  • Fragrances that help relax can appeal to men
                                                                    • Figure 20: Occasions, [while working], by gender and age group, May 2017
                                                                  • Partnerships with transport services can attract AB consumers
                                                                    • Figure 21: Occasions, [while doing my everyday activities out of home (eg shopping, supermarket etc)], by socioeconomic group, May 2017
                                                                • Favorite Scent

                                                                  • Brazilians prefer woody scent
                                                                    • Figure 22: Favorite Scent, May 2017
                                                                  • There are differences between men’s favorite scents
                                                                    • Figure 23: Favorite fragrance among men, by selected fragrances, May 2017
                                                                • Important Attributes

                                                                  • Brands of other segments could have their own fragrances
                                                                    • Figure 24: Important attributes, May 2017
                                                                  • Online channels can boost consumption in the North-East
                                                                    • Figure 25: Important attributes [availability of promotions/special offer, easy payment options, (eg instalments], by region, May 2017
                                                                  • Recommendation by a consultant is important for DE consumers
                                                                    • Figure 26: Important attributes, by socioeconomic class and select recommendations, May 2017
                                                                • Attitudes and Behaviors

                                                                  • Brands can communicate more perfume kits as a gift
                                                                    • Figure 27: Attitudes and behaviors, May 2017
                                                                  • Customized fragrances can appeal to young men
                                                                    • Figure 28: Attitudes and behaviors, by males and age, May 2017
                                                                  • Other products with known scents can attract unemployed consumers
                                                                    • Figure 29: Attitudes and behaviors, by employment status, May 2017
                                                                • Appendix – Abbreviations

                                                                  • Abbreviations
                                                                  • Appendix – Market Size and Forecast

                                                                    • Market size and forecast
                                                                      • Figure 30: Retail sales of fragrances, by value – Brazil, 2012-22
                                                                      • Figure 31: Forecast for the fragrance retail market, by value -- Brazil, 2012-22
                                                                      • Figure 32: Retail market share in the fragrance market, by value – Brazil, 2015-16

                                                                  Companies Covered

                                                                  To learn more about the companies covered in this report please contact us.

                                                                  Fragrances - Brazil - September 2017

                                                                  US $3,995.00 (Excl.Tax)