Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

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.


Fragrances-China Market

There are as many urban consumers who bought fragrance for themselves to use as those who bought it as a gift.
Brands can maximise sales by highlighting the “giftability” of a fragrance through associations with key gifting occasions, such as Christmas, Valentine’s Day or Mother’s Day, while also continuing to promote them for self-use by associating fragrances with different scenes such as nights out, dating, travelling or weddings.
 
The rise of Chinese nationalism is a great opportunity for local brands to shine. Local operators must understand that they need to find a unique selling point, and not copy what western brands are doing.
 
Despite a lack of history and nobility in the Chinese fragrance industry, local brands can focus on their “uniqueness” to compete with international brands by offering something more personal, original, fun and relevant to local culture. They should take advantage of their knowledge of local trends by responding to them more quickly than international brands.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

    • Products covered in this report:
      • Methodology
        • Limitation
          • Abbreviations
            • Definitions
            • Executive Summary

                • Thinking from a global perspective
                  • Figure 1: Best- and worst-case forecast of China retail value sales of fragrance, 2009-19
                • Women’s fragrance dominates the market
                  • “Showing off” is the new luxury
                    • Figure 2: New product launches, by top fragrance groups, 2009-13
                  • Occasional fragrance wearers are the majority
                    • Figure 3: Usage occasion, April 2014
                  • A safe bet for the girls
                    • Figure 4: Purchase purpose, April 2014
                  • Associating products with different occasions
                    • Figure 5: Purchase occasion, April 2014
                  • What we think
                  • Issues and Insights

                      • A safe bet for the girls
                        • The facts
                          • The implications
                            • Associating products with different occasions
                              • The facts
                                • The implications
                                  • How can brands convert non-users?
                                    • The facts
                                      • The implications
                                        • Culture explosion, be authentic
                                          • The facts
                                            • The implications
                                            • Trend Application

                                              • Mood to Order
                                                • Life Hacking
                                                  • Locavore
                                                    • Figure 6: The Givenchy Harvest 2010 limited edition collection, Sambac Jasmine Eau de Parfum
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Market drivers
                                                      • The growing spending power of Chinese shoppers
                                                        • Figure 7: Per capita income level in rural and urban, China, 2008-13
                                                      • Gifting market exhibits strong prospects
                                                        • Figure 8: Purchase purpose, April 2014
                                                      • More promotions, please
                                                        • China revises e-commerce laws to crackdown on fake products online
                                                          • Shopping without borders
                                                            • Market prospects
                                                              • Figure 9: China fragrance market, value sales, 2009-19
                                                            • Thinking from a global perspective
                                                                • Figure 10: Best- and worst-case forecast of China retail value sales of fragrance, 2009-19
                                                              • Forecast methodology
                                                              • Segmentation and Market Shares

                                                                • Key points
                                                                  • Women’s fragrance dominates the market
                                                                    • Figure 11: market value by segment, 2004-13
                                                                  • The enduring appeal of “Frenchness” in China
                                                                    • Figure 12: China fragrance market share, by value (%), 2009-13
                                                                    • Figure 13: Salvatore Ferragamo’s Signorina
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Women’s fragrance dominates new product launches
                                                                      • Figure 14: New product launches, by top category in the fine fragrance china market, 2009-13
                                                                    • “Showing off” is the new luxury
                                                                      • Figure 15: New product launches, by top fragrance groups, 2009-13
                                                                      • Figure 16: Jo Malone Saffron Cologne Intense
                                                                      • Figure 17: Shanghai Vive Ye Shanghai The Legend
                                                                      • Figure 18: gf Cigarette No.1 Eau de classic Cologne, Q2 2013
                                                                    • All eyes on Burberry
                                                                        • Figure 19: Burberry rhythm
                                                                      • The proliferation of Tao brands
                                                                        • Scent Libraries popular in China
                                                                            • Figure 20: Demeter Scent Library, pizza roll on, Q1 2014
                                                                        • Companies and Brands

                                                                          • LVMH
                                                                              • Figure 21: 2013 LVMH annual report, 2011-13
                                                                              • Figure 22: 2013 LVMH annual report, 2011-13
                                                                              • Figure 23: LVMH portfolio brand
                                                                            • Major brands
                                                                              • Dior
                                                                                • Figure 24: Dior Les Créations de Monsieur Dior, Diorissimo, 2009
                                                                                • Figure 25: Dior launches, 2005-14
                                                                              • Bvlgari
                                                                                • Figure 26: Bvlgari launches, 2005-2014
                                                                              • Givenchy
                                                                                • Figure 27: Givenchy launches, 2005-14
                                                                                • Figure 28: Givenchy Very Irresistible, one of its most successful line, Jan 2014
                                                                              • Guerlain
                                                                                • Figure 29: Guerlain Shalimar Parfum Initial L'Eau, inspired from its most iconic fragrance, Shalimar, 2012
                                                                                • Figure 30: Guerlain launches, 2005-14
                                                                              • Chanel
                                                                                  • Figure 31: Chanel launches, 2005-14
                                                                                  • Figure 32: Chanel Coco Noir, one of the last creations by its long term chef fragrancer, Jacques Polge 2012
                                                                                • L’Oréal
                                                                                  • Figure 33: L’oréal annual report, 2013
                                                                                  • Figure 34: L'oréa fragrance brand portfolio
                                                                                • Giorgio Armani
                                                                                  • Figure 35: Armani Privé 1001 Nuits Rose d'Arabie from Armani Privé, cost £200/100ml, 2012
                                                                                  • Figure 36: Giorgio Armani fragrance, 2006-14
                                                                                • Lancôme
                                                                                    • Figure 37: Lancôme recent launches, 2005-14
                                                                                  • Yves Saint Laurent
                                                                                    • Figure 38: Yves Saint Laurent Opium, the brand’s most iconic fragrance
                                                                                    • Figure 39: YSL recent launches, 2005-14
                                                                                  • Procter & Gamble
                                                                                    • Figure 40: 2013 P&G Annual Report, 2009-13
                                                                                    • Figure 41: P&G brand portfolio
                                                                                  • Hugo Boss
                                                                                    • Figure 42: Hugo Red, 2013
                                                                                    • Figure 43: Hugo Boss recent launches, 2005-14
                                                                                  • Dolce & Gabbana
                                                                                    • Figure 44: Dolce & Gabbana recent launches, 2006-14
                                                                                  • Gucci
                                                                                    • Figure 45: Gucci recent launches, 2006-14
                                                                                  • Coty
                                                                                    • Figure 46: Coty Inc annual report, 2011-13
                                                                                    • Figure 47: Lady Gaga Fame Gift Set
                                                                                    • Figure 48: Coty ‘s long list of fragrance portfolio, 2013
                                                                                • The Consumer – Purchase Behaviour

                                                                                  • Key points
                                                                                    • Purchase purpose
                                                                                      • A perfect present
                                                                                        • Figure 49: Purchase purpose, April 2014
                                                                                      • A safe bet for the girls
                                                                                        • Figure 50: Purchase purpose by fragrance type, April 2014
                                                                                        • Figure 51: Purchase purpose, April 2014
                                                                                      • Fragrance as an household income Index
                                                                                        • Figure 52: none buyer by incomes, April 2014
                                                                                      • Wenzhou, great opportunity for growth
                                                                                        • Figure 53: none buyer by cities, April 2014
                                                                                      • Purchase place
                                                                                        • Taobao overtakes traditional department stores
                                                                                          • Figure 54: Purchase place, April 2014
                                                                                        • Channel integration to attract the affluent
                                                                                          • Figure 55: Purchase place, by demographics, April 2014
                                                                                        • Shanghai, duty-free enthusiasts
                                                                                          • Channel exclusiveness
                                                                                              • Figure 56: Repertoire of purchase place of fragrance, April 2014
                                                                                              • Figure 57: Repertoire of beauty retailing channel brought from the last 6 months, December 2013
                                                                                            • figure 58: Fragrance created by Selfridge’s fragrance lab
                                                                                              • figure 58: Fragrance created by Selfridge’s fragrance lab
                                                                                            • Purchase occasion
                                                                                              • Associating products with different occasions
                                                                                                • Figure 59: Purchase occasion, April 2014
                                                                                                • Figure 60: Valentino Valentina Eau de Parfum a perfect gift for Valentines’ Day, launched in china 2013.
                                                                                              • For the girlfriends
                                                                                                  • Figure 61: Purchase occasion, by demographics, April 2014
                                                                                                  • Figure 62: Justin Bieber's Girlfriend Eau de Parfum, June 2012
                                                                                                • Investment in business
                                                                                                  • Figure 63: Purchase occasion, by demographics, April 2014
                                                                                                • More travel exclusives please
                                                                                                  • Figure 64: Purchase occasion, by demographics, April 2014
                                                                                              • The Consumer – Usage Behaviour

                                                                                                • Key points
                                                                                                  • Usage
                                                                                                    • Urban China saw high penetration of fragrance usage
                                                                                                      • Figure 65: fragrance usage, April 2014
                                                                                                      • Figure 66: Fragrance usage by age, April 2014
                                                                                                    • Usage drives affinity
                                                                                                      • Figure 67: Usage, by purchase purpose, April 2014
                                                                                                    • Usage occasion
                                                                                                      • Occasional fragrance wearers are the majority
                                                                                                        • Figure 68: Usage occasion, April 2014
                                                                                                        • Figure 69: Fragrance blogger Bois de Jasmin, recommend a Guerlain Shalimar scented bath for a warm sensual feeling
                                                                                                      • Be “Moody”
                                                                                                        • Figure 70: Usage occasion, by demographics, April 2014
                                                                                                        • Figure 71: Dior Miss Dior Chérie, a fragrance associated with different mood, 2011
                                                                                                      • Highlighting physical attraction for the boys
                                                                                                        • Business occasion usage for the affluent
                                                                                                          • Figure 72: Usage occasion, by demographics, April 2014
                                                                                                        • Most non-users do not see fragrance as a necessary product
                                                                                                          • Figure 73: Reason of non-usage, April 2014
                                                                                                          • Figure 74: Typology of none-user, April 2014
                                                                                                        • Conversion by adding an edge
                                                                                                          • Figure 75: Reason of non-usage, by demographics, April 2014
                                                                                                        • Conversion by seducing
                                                                                                          • Figure 76: Reason of non-usage, by demographics, April 2014
                                                                                                      • The Consumer- Perception towards International Brands and Local brands

                                                                                                        • Key points
                                                                                                          • Brand prominence gives international brands an advantage
                                                                                                            • Figure 77: Attitude toward multinational/domestic brand, April 2014
                                                                                                          • Originality can increase local brands’ competitiveness
                                                                                                            • Figure 78: Attitude toward multinational/domestic brand, April 2014
                                                                                                        • The Consumer – Future Growth Opportunity

                                                                                                          • Key points
                                                                                                            • Freebies, you need to “earn” it
                                                                                                              • Figure 79: Future growth opportunity, April 2014
                                                                                                              • Figure 80: Kenzo’s new flower in the air asking consumers to collect four poppy petals, Q1 2014
                                                                                                            • Offers and deals, let them be special
                                                                                                                • Figure 81: Future growth opportunity, by demographics, April 2014
                                                                                                              • Culture explosion, be authentic
                                                                                                                • Customise for the affluent
                                                                                                                  • Figure 82: Future growth opportunity, by demographics, April 2014
                                                                                                                  • Figure 83: Serge Lutens fragrance Laine de Verre, March 2014
                                                                                                                • Nurturing the niche
                                                                                                                • Appendix – Purchase Behaviour

                                                                                                                    • Figure 84: Purchase purpose, April 2014
                                                                                                                    • Figure 85: Purchase purpose – Women’s fragrance, by demographics, April 2014
                                                                                                                    • Figure 86: Purchase purpose – Men’s fragrance, by demographics, April 2014
                                                                                                                    • Figure 87: Purchase purpose – unisex fragrance, by demographics, April 2014
                                                                                                                    • Figure 88: Usage, by purchase purpose – women’s fragrance, April 2014
                                                                                                                    • Figure 89: Usage, by purchase purpose – Men’s fragrance, April 2014
                                                                                                                    • Figure 90: Usage, by purchase purpose – unisex fragrance, April 2014
                                                                                                                    • Figure 91: Purchase place, April 2014
                                                                                                                  • Repertoire analysis
                                                                                                                    • Figure 92: Repertoire of purchase place, April 2014
                                                                                                                    • Figure 93: Repertoire of purchase place, by demographics, April 2014
                                                                                                                    • Figure 94: Purchase occasion, April 2014
                                                                                                                    • Figure 95: Most popular purchase occasion, by demographics, April 2014
                                                                                                                    • Figure 96: Next most popular purchase occasion, by demographics, April 2014
                                                                                                                    • Figure 97: Usage, April 2014
                                                                                                                    • Figure 98: Usage, by demographics, April 2014
                                                                                                                • Appendix – Usage Behaviour

                                                                                                                    • Figure 99: Usage occasion, April 2014
                                                                                                                    • Figure 100: Most popular usage occasion, by demographics, April 2014
                                                                                                                    • Figure 101: Most popular usage occasion, by demographics, April 2014 (continued)
                                                                                                                    • Figure 102: Next most popular usage occasion, by demographics, April 2014
                                                                                                                • Appendix – Behaviour (Non-user)

                                                                                                                    • Figure 103: Reason of non-usage, April 2014
                                                                                                                    • Figure 104: Most popular reason of non-usage, by demographics, April 2014
                                                                                                                    • Figure 105: Next most popular reason of non-usage, by demographics, April 2014
                                                                                                                    • Figure 106: Other reason of non-usage, by demographics, April 2014
                                                                                                                • Appendix – Attitudes

                                                                                                                    • Figure 107: Attitude toward multinational/domestic brand, April 2014
                                                                                                                    • Figure 108: Attitude toward multinational/domestic brand – can reflect my taste/social status, by demographics, April 2014
                                                                                                                    • Figure 109: Attitude toward multinational/domestic brand – The uniqueness of brand, by demographics, April 2014
                                                                                                                    • Figure 110: Attitude toward multinational/domestic brand – well-designed scent, by demographics, April 2014
                                                                                                                    • Figure 111: Attitude toward multinational/domestic brand – Appealing bottle design, by demographics, April 2014
                                                                                                                    • Figure 112: Attitude toward multinational/domestic brand – a variety of pack size to choose from, by demographics, April 2014
                                                                                                                    • Figure 113: Attitude toward multinational/domestic brand – offering a range of product line to choose from, by demographics, April 2014
                                                                                                                    • Figure 114: Attitude toward multinational/domestic brand – easy to buy, by demographics, April 2014
                                                                                                                    • Figure 115: Attitude toward multinational/domestic brand – good value for money, by demographics, April 2014
                                                                                                                    • Figure 116: Attitude toward multinational/domestic brand – has special offerings frequently, by demographics, April 2014
                                                                                                                    • Figure 117: Attitude toward multinational/domestic brand – good customer service, by demographics, April 2014
                                                                                                                    • Figure 118: Attitude toward multinational/domestic brand – good interaction with consumers, by demographics, April 2014
                                                                                                                    • Figure 119: Attitude toward multinational/domestic brand – product authenticity guaranteed, by demographics, April 2014
                                                                                                                    • Figure 120: Future growth opportunity, April 2014
                                                                                                                    • Figure 121: Most popular future growth opportunity, by demographics, April 2014
                                                                                                                    • Figure 122: Next most popular future growth opportunity, by demographics, April 2014
                                                                                                                    • Figure 123: Other future growth opportunity, by demographics, April 2014

                                                                                                                Companies Covered

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

                                                                                                                Fragrances - China - July 2014

                                                                                                                £3,273.18 (Excl.Tax)