Fragrances - China - July 2014
“Most consumers only wear fragrances on special occasions. Smart brands know to tie up their fragrance story based on special occasions. Fragrance concepts developed around emotions and mood could also be more appealing to women."
– Wenwen Chen, Research Analyst
This report looks at the following issues:
- Are fragrances a safe bet for the girls?
- How can products be associated with different occasions?
How can brands convert non-users?
- What are the consequences of the culture explosion, and the need for authenticity?
Young men are most likely to buy fragrance as a gift. This suggests huge potential to target male consumers. Women’s fragrance promotion should not only select female-exclusive channels but also attempt to reach male audiences.
Brands can maximise sales by highlighting the “giftability” of a fragrance through associations with key gifting occasions while also continuing to promote them for self-use by associating fragrances with different scenes such as nights out, dating. This strategy will maximise sales by driving consumer demand for self-use, as well as implying fragrance’s suitability as a gift.
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