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Men's and Women's Fragrances - China - July 2013

“During the past year, the business environment has become more difficult, with some uncertainties and challenges. While spending is increasing, consumers have become more sophisticated and demanding. There is a rising savvy shopper seeking a unique fragrance that fits with their personality. At the same time, the market is facing heightened pressure from the anti-extravagance campaign. However, given the majority of consumers are keen to improve their lifestyle, growth opportunities remain positive.”

– Wenwen Chen, Research Analyst

In this report we answer the key questions:

  • How do consumers perceive Western designer brands against local fragrance brand?
  • How important is fragrance in gift-giving culture?
  • How has consumer purchase behaviour evolved with rising level of spending on luxury shopping?
  • What segment groups have emerged based on demographics?
  • How have buying channels evolved due to the growing trend of overseas shopping?


Report Introduction:

The men’s and women’s fragrance market in China reached RMB3.28 billion in value sales in 2012. This represents an increase of approximately 8.3% in 2012 and 42.3% between 2008 and 2012. Women’s fragrances still dominate the market, accounting for 86% of the total fragrance market sales value, at RMB2.6 billion in 2012. Mintel consumer research commissioned for this report shows that women are heavier users of scented products compared to men. Men’s fragrance is relatively small and its current market has an estimated worth of RMB436 million. However, the booming male grooming trend means that men’s fragrances are likely to see strong growth.

The increasing purchasing power of the Chinese consumer has contributed to the growth prospect for the fragrance market. Amid the new government’s anti-extravagance campaign and the mounting trend of shopping abroad, challenges remain in maintaining the growth. Fragrance brands could benefit from tailoring their offerings to fulfil the demand from various segments in the market. More importantly, they need to ensure the high quality of customer relationship management as well as the consistency of the service across all touch points.

Mintel projects that over the next five years, the men’s and women’s fragrance market in China will continue to grow at a CAGR of 6.8 % from 2013-18 to reach an estimated worth of RMB4.55 billion.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                  • Figure 1: China men’s and women’s fragrance market forecast, value sales, 2008-18
                • Companies and brands
                  • Figure 2: China fine fragrance market share, by value (%), 2009-12
                • The consumer
                  • Figure 3: Frequency of using fragrances and scented products, May 2013
                  • Figure 4: Reasons for using fragrances, May 2013
                  • Figure 5: Occasions for using fragrance, May 2013
                  • Figure 6: Where people have bought fragrances, May 2013
                  • Figure 7: Fragrance purchasing behaviour, May 2013
                  • Figure 8: Attitudes towards fragrances, May 2013
                • Key issues
                  • Capturing the sophisticated Expert users
                    • Understanding the Chinese consumer’s demand on innovative fragrance products
                      • Multichannel strategy with cutting-edge technology
                        • Dealing with the uncertainties in the gifting market
                        • The Market

                          • Key points
                            • Fine fragrance market overview
                              • Figure 9: The first Chinese version of “eau de cologne” Mingxing Florida water, 2013
                              • Figure 10: China men’s and women’s fragrance market, value sales, 2008-18
                            • Market Forecast: steady growth amid challenges ahead
                              • Figure 11: China men’s and women’s fragrance market forecast, value sales, 2008-18
                            • EU regulations affect fine fragrances formulation
                              • Anti-extravagance campaign poses uncertainties in the fragrance market
                                • The growing spending power and the expanding middle class in China
                                  • What it means
                                  • Companies and Brands

                                    • Key points
                                      • Companies and market shares
                                        • Figure 12: China fine fragrance market share, by value (%), 2009-12
                                        • Figure 13: La Petite Robe Noire‘s press release in Shanghai Bund no 1, July, 2012
                                        • Figure 14: Brad Pitt was the first male face of Chanel No 5, 2012
                                        • Figure 15: Chanel promotes its Chance range on its Weibo account, 2013
                                        • Figure 16: New launches from Hugo Boss and Calvin Klein during 2011-13
                                        • Figure 17: Salvatore Ferragamo new fragrance Signorina promotion on China Elle, July, 2013
                                      • Dior
                                        • Figure 18: J’adore gift-set: L’eau, eau de toilette; eau de parfum and L’Absolu
                                        • Figure 19: Miss Dior campaign, 2013
                                      • Chanel
                                        • Figure 20: Fan group of Coco Mademoiselle Group established In November 2008 on Douban
                                      • Lancôme
                                        • Figure 21: La Vie Est Belle online campaign, 2013
                                      • Burberry
                                        • Elizabeth Arden
                                          • Figure 22: Green Tea advertising
                                        • What it means
                                        • The Consumer

                                          • Key points
                                            • Frequency of using fragrances and scented products
                                              • Figure 23: Frequency of using fragrances and scented products, May 2013
                                            • Reasons for using fragrances
                                              • Figure 24: Reasons for using fragrances, May 2013
                                            • Occasions of using fragrances
                                              • Figure 25: Occasions when people use fragrances, May 2013
                                            • Venues of purchasing fragrances
                                              • Figure 26: Venues of purchasing fragrances, May 2013
                                            • Purchasing behaviour
                                              • Figure 27: Purchasing behaviour, May 2013
                                            • Attitudes towards fragrances
                                              • Figure 28: Attitudes towards fragrances, May 2013
                                          • Key Issue – Capturing the Sophisticated Expert Users

                                            • Key points
                                              • Five segments
                                                • Figure 29: Attitudes towards fragrances, by segment, May 2013
                                                • Figure 30: Any agreement with attitudes towards fragrances, MAY 2013
                                              • Expert users
                                                • Who are they?
                                                  • Figure 31: Segments, by income, May 2013
                                                • Pro-West
                                                  • Who are they?
                                                    • Local Follower
                                                      • Who are they?
                                                        • Price-Driven
                                                          • Who are they?
                                                            • Disengaged
                                                              • Who are they?
                                                                • Multi-brand portfolio to capture the sophistication
                                                                  • Recognise the rising level of sophistication
                                                                    • Figure 32: Reasons for using fragrance, May 2013
                                                                    • Figure 33: Gucci guilty poster on the street of Fuzhou
                                                                    • Figure 34: Education level of Expert users vs all, May 2013
                                                                    • Figure 35: Polarising views on some top-selling fragrances on Douban generate heated discussion, 2012
                                                                  • Opportunity of product extension based on different occasions
                                                                    • Figure 36: Occasions to wear an eau de parfum all vs Expert users, May 2013
                                                                    • Figure 37: Occasions to wear an eau de toilette all vs Expert users, May 2013
                                                                    • Figure 38: Occasions to wear a fragrance, by types, May 2013
                                                                    • Figure 39: Successful product extension of Chanel Chance, 2013
                                                                  • Providing consistent services
                                                                    • Figure 40: Where people buy fragrance, all vs Expert users, May 2013
                                                                    • Figure 41: Examples of in-store fragrance boys, 2012
                                                                  • What it means
                                                                  • Key Issue – Understanding Demand for Innovative Fragrance Products

                                                                    • Key points
                                                                      • The pursuit of uniqueness poses an opportunity to fragrance industry
                                                                        • Figure 42: Selected reasons to use fragrances, May 2013
                                                                      • The relatively weak brand loyalty makes product innovation a necessity
                                                                        • Figure 43: Agreement with selected statements on the attitudes towards fragrances, May 2013
                                                                      • Product innovation for Western fragrance brands
                                                                        • Lighter scents of Western fragrance offerings
                                                                          • Figure 44: Advertisement of Chanel No. 19 Quietly Elegant edition
                                                                          • Figure 45: Agreement with the statement “Fragrances from Western brands are too strong for me”, by demographics, May 2013
                                                                        • Eau de parfum for special occasions
                                                                          • Figure 46: Selected attitudes, by occasion, May 2013
                                                                        • Fragrances reflecting Chinese culture
                                                                          • Scents reflecting Chinese culture
                                                                            • Figure 47: Agreement with the reasons for using fragrances “to feel unique”, by attitudes, May 2013
                                                                            • Figure 48: Agreement with the statement “I would be interested in fragrances that reflect Chinese culture”, by level of education, May 2013
                                                                            • Figure 49: Lianyi fragrance from Herborist
                                                                            • Figure 50: Elizabeth Arden Green Tea lavender fragrance
                                                                          • Packaging reflecting Chinese culture
                                                                            • Figure 51: Agreement with the statement ‘I would be interested in fragrances that reflect Chinese culture’, May 2013
                                                                            • Figure 52: Liz Claiborne’s Lucky Six
                                                                            • Figure 53: Different application tools for perfume balm reflecting Chinese culture
                                                                            • Figure 54: Packaging materials of fragrances in China, July 2013
                                                                          • Branding reflecting Chinese culture
                                                                            • Figure 55: Ads for Liushen floral water in 2012
                                                                            • Figure 56: Brand history of Shanghai Vive
                                                                            • Figure 57: Ye Shanghai Legend fragrance from Shanghai Vive
                                                                          • What it means
                                                                          • Key Issue – Multichannel Strategy with Cutting-edge Technology

                                                                            • Key points
                                                                              • Figure 58: Venues of purchasing fragrances, May 2013
                                                                              • Figure 59: Gucci Guilty fragrance trial sample online application Douban
                                                                            • Offering e-commerce and building CRM programme
                                                                              • Figure 60: Three different online retailers offer Dior fragrance
                                                                              • Figure 61: Venues of purchasing fragrances, May 2013
                                                                            • Building multichannel strategy with cutting-edge technology
                                                                              • What it means
                                                                              • Key Issue – Dealing with the Uncertainties in Gift Giving Market

                                                                                • Key points
                                                                                  • Gift-giving market in China
                                                                                    • Fragrances: A popular gift in China
                                                                                      • Anti-extravagance campaign
                                                                                        • Young consumers with higher income and stronger education background in China are more drawn to fragrances as gifts
                                                                                          • Figure 62: Agreement with the statement “I usually buy fragrance products as gifts”, by demographics, May 2013
                                                                                          • Figure 63: Agreement with the statement “I am familiar with leading Western brands”, by education, May 2013
                                                                                        • Leading designer brands are considered as suitable gifts for high earners
                                                                                          • Figure 64: Selected attitudes towards fragrances, May 2013
                                                                                        • Enhancing purchase experiences to combat the threat posed by overseas shopping
                                                                                          • Figure 65: A Chinese customer shopping at a duty-free shop
                                                                                          • Figure 66: Selected venues of purchasing fragrances, May 2013
                                                                                        • Trial before buying fragrances as gifts
                                                                                          • Figure 67: Agreement with the statement “The fragrance scent is just as important whether I buy for myself or as a gift for someone else”, by age and gender, May 2013
                                                                                          • Figure 68: Agreement with the statement “The fragrance scent is just as important whether I buy for myself or as a gift for someone else”, by city tier, May 2013
                                                                                        • Trial-focused campaigns to attract prospective consumers and maintain the existing consumer base
                                                                                          • Figure 69: Burberry’s campaign focusing on trial and experiences of its fragrance products
                                                                                        • Making the trial packages of fragrances a new product line for gift giving
                                                                                          • Figure 70: Free trial packages of Chanel No 19 being sold on Taobao
                                                                                          • Figure 71: Examples of mini fragrance packages by Mary Kay, Dior and Chloé
                                                                                          • Figure 72: Biotherm limited edition on Chinese valentine “Qixi”
                                                                                        • What it means
                                                                                        • Appendix

                                                                                          • Frequency of using fragrances and scented products
                                                                                            • Figure 73: Frequency of using fragrances and scented products, May 2013
                                                                                            • Figure 74: Most popular frequency of using fragrances, by demographics, May 2013
                                                                                            • Figure 75: Next most popular frequency of using fragrances, by demographics, May 2013
                                                                                            • Figure 76: Most popular frequency of using scented products, by demographics, May 2013
                                                                                            • Figure 77: Next most popular frequency of using scented products, by demographics, May 2013
                                                                                            • Figure 78: Most popular frequency of using eau de parfum, by demographics, May 2013
                                                                                            • Figure 79: Next most popular frequency of using eau de parfum, by demographics, May 2013
                                                                                            • Figure 80: Most popular frequency of using eau de toilette, by demographics, May 2013
                                                                                            • Figure 81: Next most popular frequency of using eau de toilette, by demographics, May 2013
                                                                                            • Figure 82: Most popular frequency of using eau de cologne, by demographics, May 2013
                                                                                            • Figure 83: Next most popular frequency of using eau de cologne, by demographics, May 2013
                                                                                            • Figure 84: Most popular frequency of using scented soap/shower gel, by demographics, May 2013
                                                                                            • Figure 85: Next most popular frequency of using scented soap/shower gel, by demographics, May 2013
                                                                                            • Figure 86: Most popular frequency of using scented body lotion, by demographics, May 2013
                                                                                            • Figure 87: Next most popular frequency of using scented body lotion, by demographics, May 2013
                                                                                            • Figure 88: Most popular frequency of using aftershave, by demographics, May 2013
                                                                                            • Figure 89: Next most popular frequency of using aftershave, by demographics, May 2013
                                                                                            • Figure 90: Most popular frequency of using floral water, by demographics, May 2013
                                                                                            • Figure 91: Next most popular frequency of using floral water, by demographics, May 2013
                                                                                            • Figure 92: Most popular frequency of using floral water (with mosquito repellent), by demographics, May 2013
                                                                                            • Figure 93: Next most popular frequency of using floral water (with mosquito repellent), by demographics, May 2013
                                                                                            • Figure 94: Most popular frequency of using deodorants, by demographics, May 2013
                                                                                            • Figure 95: Next most popular frequency of using deodorants, by demographics, May 2013
                                                                                            • Figure 96: Most popular frequency of using fragrances and scented products, by reasons for using fragrances, May 2013
                                                                                            • Figure 97: Next most popular frequency of using fragrances and scented products, by reasons for using fragrances, May 2013
                                                                                          • Reasons for using fragrances
                                                                                            • Figure 98: Reasons for using fragrances, May 2013
                                                                                            • Figure 99: Most popular reasons for using fragrances, by demographics, May 2013
                                                                                            • Figure 100: Next most popular reasons for using fragrances, by demographics, May 2013
                                                                                            • Figure 101: Reasons for using fragrances, by most popular attitudes towards fragrances (any agree), May 2013
                                                                                            • Figure 102: Reasons for using fragrances, by next most popular attitudes towards fragrances (any agree), May 2013
                                                                                          • Occasions of using fragrances
                                                                                            • Figure 103: Occasions of using fragrances, May 2013
                                                                                            • Figure 104: Most popular occasions of using fragrances, by attitudes towards fragrances (any agree), May 2013
                                                                                            • Figure 105: Next most popular occasions of using fragrances, by attitudes towards fragrances (any agree), May 2013
                                                                                          • Venues of purchasing fragrances
                                                                                            • Figure 106: Venues of purchasing fragrances, May 2013
                                                                                            • Figure 107: Most popular venues of purchasing fragrances, by demographics, May 2013
                                                                                            • Figure 108: Next most popular venues of purchasing fragrances, by demographics, May 2013
                                                                                          • Purchasing behaviour
                                                                                            • Figure 109: Purchasing behaviour, May 2013
                                                                                            • Figure 110: Most popular purchasing behaviour, by demographics, May 2013
                                                                                            • Figure 111: Next most popular purchasing behaviour, by demographics, May 2013
                                                                                            • Figure 112: Other purchasing behaviour, by demographics, May 2013
                                                                                          • Attitudes towards fragrances
                                                                                            • Figure 113: Attitudes towards fragrances, May 2013
                                                                                            • Figure 114: Agreement with the statement ‘Fragrances from Western brands are too strong for me’, by demographics, May 2013
                                                                                            • Figure 115: Agreement with the statement ‘I prefer to buy a fragrance with a long-lasting scent ’, by demographics, May 2013
                                                                                            • Figure 116: Agreement with the statement ‘I would be interested in fragrances that reflect Chinese culture’, by demographics, May 2013
                                                                                            • Figure 117: Agreement with the statement ‘I prefer to buy fragrances from well-known brands’, by demographics, May 2013
                                                                                            • Figure 118: Agreement with the statement ‘I am familiar with leading Western brands’, by demographics, May 2013
                                                                                            • Figure 119: Agreement with the statement ‘I am aware of the Chinese fragrance products available’, by demographics, May 2013
                                                                                            • Figure 120: Agreement with the statement ‘I tend to buy fragrances from the same brand’, by demographics, May 2013
                                                                                            • Figure 121: Agreement with the statement ‘Price is not an issue when I buy fragrances for myself’, by demographics, May 2013
                                                                                            • Figure 122: Agreement with the statement ‘I tend to spend more if I buy fragrances as a gift compared with for myself’, by demographics, May 2013
                                                                                            • Figure 123: Agreement with the statement ‘It’s worth spending more for designer fragrances’, by demographics, May 2013
                                                                                          • Further analysis
                                                                                            • Figure 124: Target groups, May 2013
                                                                                            • Figure 125: Attitudes towards fragrances (any agree), by target groups, May 2013
                                                                                            • Figure 126: Frequency of using fragrances and scented products, by target groups, May 2013
                                                                                            • Figure 127: Reasons for using fragrances, by target groups, May 2013
                                                                                            • Figure 128: Occasions of using fragrances, by target groups, May 2013
                                                                                            • Figure 129: Venues of purchasing fragrances, by target groups, May 2013
                                                                                          • Repertoire
                                                                                            • Figure 130: Venues of purchasing fragrances, by repertoire of venues of purchasing fragrances, May 2013
                                                                                            • Figure 131: Attitudes towards fragrances (any agree), by repertoire of venues of purchasing fragrances, May 2013

                                                                                        Companies Covered

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

                                                                                        Men's and Women's Fragrances - China - July 2013

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