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Men's and Women's Fragrances - UK - August 2013

“Most consumers prefer to test fragrance before they buy, resulting in sales from bricks and mortar stores eclipsing online retail for fragrances. However, encouraging more buyers to venture online could result in boosted sales for completely new or niche perfumes. Innovative and dynamic communication should therefore be a key area of focus for brands in order to help consumers make more informed product selections from the home, such as harnessing the scope of new digital fragrance delivery methods.”

– Lucy Cornford, Senior UK Beauty Analyst

Some questions answered in this report include:

  • Could growing concerns over allergens be a blow for perfume?
  • How are celebrity fragrances evolving?
  • Branded or bespoke?
  • How can new digital advances benefit the fragrance industry and consumers?

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Table of contents

  1. Introduction

      • Products covered in this report
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market: Growth continues into 2013
                • Figure 1: UK best- and worst-case forecast for value sales of men’s and women’s fragrances, 2008-18
              • Market drivers: Seniors offer the highest potential for growth as the young adult population stalls
                • Product innovation: Own-label brands challenge established multinational launches
                  • Figure 2: New product launches in fragrances, % by top 10 ultimate companies and other, 2012
                • The consumer: Use of fragrances and scented products
                  • Figure 3: Frequency of use of fragrances and scented toiletries, July 2013
                • The consumer: Young adults need education on fragrance concentration
                  • Figure 4: Consumer knowledge of fragrances, July 2013
                • What we think
                • Issues in the Market

                    • Could growing concerns over allergens be a blow for perfume?
                      • How are celebrity fragrances evolving?
                        • Branded or bespoke?
                          • How can new digital advances benefit the fragrance industry and consumers?
                          • Trend Application

                              • Trend: Mood to Order
                                • Trend: Guiding Choice
                                  • 2015 Trend: Old Gold
                                  • Market Drivers

                                    • Key points
                                      • Perfume remains a popular choice for gifting
                                        • Figure 5: Items bought as gifts, Christmas 2012, January 2013
                                      • Reduction in international journeys could impact Duty-Free sales
                                        • Figure 6: Overseas journeys (all purposes), by region, 2007-12
                                      • Seniors offer highest potential for growth
                                        • Figure 7: Trends in the age structure of the UK population, 2008-18
                                      • Growth in the ‘heavy use’ C2 group is a positive for the fragrance market
                                        • Figure 8: Adult population trends, by socio-economic group, 2008-18
                                      • Employment figures predicted to rise by 2018
                                        • Figure 9: Adults in full time employment and usage of any type of fragrance, by age, July 2013
                                      • The animal testing ban and its impact on fragrances
                                        • Increasing EU ingredient regulations
                                        • Who’s Innovating?

                                          • Key points
                                            • Women’s fragrances lead NPD
                                              • Figure 10: Fragrance launches, by category, 2009-12
                                            • New product launches by company, 2012
                                              • Figure 11: New product launches in fragrances, % by top 10 ultimate companies and other, 2012
                                            • Seasonal launches grow in prevalence
                                              • Figure 12: New product launches for fragrances, by top 5 claims (excluding male and female), 2009-May 2013
                                            • New products dominate, but relaunches gain more momentum
                                              • Figure 13: New product launches, % share, by launch type, 2009-May2013
                                            • Fragrance trends
                                              • Middle Eastern notes add a touch of Arabian luxury
                                                • Figure 14: Selected launches that take inspiration from the Middle East, 2013
                                              • Rose remains a dominant note
                                                • Figure 15: Selected launches that highlight the provenance of their rose content, 2013
                                              • Celebrity fragrances continue to emerge
                                                • Figure 16: Examples of celebrity fragrance launches, 2012-13
                                              • Men’s fragrances offer a touch of fantasy
                                                • Figure 17: Selected launches for men, 2012-13
                                              • Beyond the norm
                                              • Market Size and Forecast

                                                • Key points
                                                  • Fragrance growth paces on
                                                    • Figure 18: Value sale of fragrances 2008-18
                                                  • The future
                                                    • Figure 19: UK best- and worst-case forecast for value sales of men’s and women’s fragrances, 2008-18
                                                  • Forecast Methodology
                                                  • Segment Performance

                                                    • Key points
                                                      • Segment overview & comparison
                                                        • Figure 20: UK retail value sales of fragrances, by sector, 2011-13
                                                    • Market Share

                                                      • Key points
                                                        • Manufacturers Shares
                                                          • Figure 21: Manufacturers’ shares in fragrances, 2012
                                                      • Companies and Products

                                                        • Avon
                                                          • Company background
                                                            • Financial performance and strategy
                                                              • Figure 22: Financial performance of Avon UK, 2010-11
                                                            • Product range and innovation
                                                                • Figure 23: Avon fragrance launches, 2013
                                                              • Marketing and advertising
                                                                • Coty
                                                                  • Company background
                                                                    • Financial performance and strategy
                                                                      • Figure 24: Financial performance – Coty UK Limited, 2011-12
                                                                    • Product range and innovation
                                                                        • Figure 25: Coty fragrance launches, Q2 2013
                                                                      • Marketing and advertising
                                                                        • Elizabeth Arden
                                                                          • Company background
                                                                            • Financial performance and strategy
                                                                              • Figure 26: Financial performance of Elizabeth Arden UK Ltd., 2011 and 2012
                                                                            • Product range and innovation
                                                                                • Figure 27: Elizabeth Arden fragrances launched, 2013
                                                                              • Marketing and advertising
                                                                                • Estée Lauder
                                                                                  • Company background
                                                                                    • Financial performance and strategy
                                                                                      • Figure 28: Financial performance of Estée Lauder Cosmetics Ltd., 2011 and 2012
                                                                                    • Product range and innovation
                                                                                      • Figure 29: Estée Lauder fragrances launched, Q2 2013
                                                                                    • Marketing and advertising
                                                                                      • L’Oréal
                                                                                        • Company background
                                                                                          • Financial performance and strategy
                                                                                            • Figure 30: Financial performance L’Oréal UK, 2010-11
                                                                                          • Product range and innovation
                                                                                              • Figure 31: L’Oréal fragrance launches, 2013
                                                                                            • Marketing and advertising
                                                                                              • LVMH
                                                                                                • Company background
                                                                                                  • Figure 32: Financial performance of LVMH, 2011 and 2012
                                                                                                • Product range and innovation
                                                                                                    • Figure 33: LVMH fragrances launched, 2013
                                                                                                  • Marketing and advertising
                                                                                                    • Procter & Gamble
                                                                                                      • Company background
                                                                                                        • Financial performance and strategy
                                                                                                          • Figure 34: Financial performance of Procter & Gamble (Health & Beauty Care) Limited, 2011 and 2012
                                                                                                        • Product range and innovation
                                                                                                          • Figure 35: Procter & Gamble fragrances launched, 2013
                                                                                                        • Marketing and advertising
                                                                                                          • Shiseido
                                                                                                            • Company background
                                                                                                              • Financial performance and strategy
                                                                                                                • Figure 36: Financial performance of Shiseido UK Co Ltd., 2011 and 2012
                                                                                                              • Product range and innovation
                                                                                                                • Figure 37: Shiseido fragrances launched, 2013
                                                                                                              • Marketing and advertising
                                                                                                                • Clarins
                                                                                                                  • Groupe Yves Rocher
                                                                                                                    • Inter Parfums
                                                                                                                      • Marks & Spencer
                                                                                                                        • Oriflame
                                                                                                                          • Puig
                                                                                                                            • Unilever
                                                                                                                            • Brand Research

                                                                                                                              • Brand map
                                                                                                                                  • Figure 38: Attitudes towards and usage of brands in the fragrance sector, April 2013
                                                                                                                                • Correspondence analysis
                                                                                                                                  • Brand attitudes
                                                                                                                                    • Figure 39: Attitudes by fragrance brand, April 2013
                                                                                                                                  • Brand personality
                                                                                                                                    • Figure 40: Fragrance brand personality – macro image, April 2013
                                                                                                                                    • Figure 41: Fragrance brand personality – micro image, April 2013
                                                                                                                                  • Brand experience
                                                                                                                                    • Figure 42: Fragrance brand usage, April 2013
                                                                                                                                    • Figure 43: Satisfaction with various fragrance brands, April 2013
                                                                                                                                    • Figure 44: Consideration of fragrance brands, April 2013
                                                                                                                                    • Figure 45: Consumer perceptions of current fragrance brand performance, April 2013
                                                                                                                                    • Figure 46: Fragrance brand recommendation – Net Promoter Score, April 2013
                                                                                                                                  • Brand index
                                                                                                                                    • Figure 47: Fragrance brand index, April 2013
                                                                                                                                    • Figure 48: Fragrance brand index vs. recommendation, April 2013
                                                                                                                                  • Target group analysis
                                                                                                                                    • Figure 49: Target groups, April 2013
                                                                                                                                    • Figure 50: Fragrance brand usage, by target groups, April 2013
                                                                                                                                  • Group One – Conformists
                                                                                                                                    • Group Two – Simply the Best
                                                                                                                                      • Group Three – Shelf Stalkers
                                                                                                                                        • Group Four – Habitual Shoppers
                                                                                                                                          • Group Five – Individualists
                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                            • Key points
                                                                                                                                              • Total advertising spend
                                                                                                                                                • Figure 51: UK advertising spend on fragrances, 2009-12
                                                                                                                                              • New product launches against ad spend
                                                                                                                                                • Figure 52: Monthly index of average number of new product launches and average adspend, 2009-12
                                                                                                                                              • Ad spend by category
                                                                                                                                                • Figure 53: UK advertising spend on fragrances, by product category, 2012
                                                                                                                                              • Ad spend by media type
                                                                                                                                                • Figure 54: UK advertising spend on fragrances, by top three media types and other, 2011-12
                                                                                                                                              • Leading advertisers
                                                                                                                                                • Figure 55: UK advertising spend on fragrances, by top 10 advertisers, 2009-12
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Boots maintains its distribution lead
                                                                                                                                                  • Figure 56: UK retail sales of fragrances, by outlet type, 2012
                                                                                                                                                • Department stores create a more immersive experience
                                                                                                                                                  • Online offers substantial potential for growth
                                                                                                                                                  • The Consumer – Usage and Frequency

                                                                                                                                                    • Key points
                                                                                                                                                      • Use of fragrances and fragranced products
                                                                                                                                                        • Figure 57: Frequency of use of fragrances and scented toiletries, July 2013
                                                                                                                                                      • Women are most prominent fragrance users
                                                                                                                                                        • Figure 58: Types of fragrance used, by gender, July 2013
                                                                                                                                                      • Use of fragrances wanes with age
                                                                                                                                                        • Figure 59: Users of fragrance, by age, July 2013
                                                                                                                                                    • The Consumer – Reasons for Wearing Fragrances

                                                                                                                                                      • Key points
                                                                                                                                                        • Smelling good key priority in grooming regime
                                                                                                                                                          • Figure 60: Main reasons for wearing fragrances, July 2013
                                                                                                                                                        • Special occasions encourages usage by young adults
                                                                                                                                                          • Women display a more emotional approach to fragrances
                                                                                                                                                            • Number of reasons for fragrance usage
                                                                                                                                                              • Figure 61: Number of reasons for wearing fragrances, July 2013
                                                                                                                                                          • The Consumer – Buying Fragrances

                                                                                                                                                            • Key points
                                                                                                                                                              • In-store purchasing remains most popular
                                                                                                                                                                • Figure 62: Retail outlets from which fragrances have been purchased in last 12 months to July 2013, July 2013
                                                                                                                                                              • Inability to test fragrances impacts online sales
                                                                                                                                                              • The Consumer – Attitudes Towards Fragrances

                                                                                                                                                                • Key points
                                                                                                                                                                  • Pre-purchase sampling remains crucial for fragrances
                                                                                                                                                                    • Figure 63: Consumer attitudes towards fragrances, July 2013
                                                                                                                                                                  • The celebrity effect
                                                                                                                                                                    • Variety is not always the spice of life
                                                                                                                                                                    • The Consumer – Interest in Fragrance Innovation

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Refillable fragrances are highly desirable
                                                                                                                                                                          • Figure 64: Consumer interest in fragrance innovation, July 2013
                                                                                                                                                                        • Personalisation for a unique finish resonates with young adults
                                                                                                                                                                          • New fragrance innovations extend opportunities
                                                                                                                                                                          • The Consumer – Knowledge of Fragrances

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Young adults need education on fragrance concentration
                                                                                                                                                                                • Figure 65: Consumer knowledge of fragrances, July 2013
                                                                                                                                                                              • Fragrance familiarity and an excess of choice dampens drive to experiment by older consumers
                                                                                                                                                                                • Men display a more basic approach to fragrance
                                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                                    • Figure 66: Fragrance set launches for Valentine’s Day, Christmas and Other as % of seasonal set launches, 2009-May13
                                                                                                                                                                                    • Figure 67: Employment and unemployment, by gender, 2008-18
                                                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                                                    • Figure 68: New product launches in fragrances, % by top ten ultimate companies and other, 2012
                                                                                                                                                                                    • Figure 69: UK fragrance launches and launch types by top ten fragrance brands, 2012
                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                    • Figure 70: UK best- and worst-case forecast for value sales of the women’s fragrances segment, 2008-18
                                                                                                                                                                                    • Figure 71: UK best- and worst-case forecast for value sales of the men’s fragrances segment, 2008-18
                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                    • Figure 72: Brand usage, April 2013
                                                                                                                                                                                    • Figure 73: Brand commitment, April 2013
                                                                                                                                                                                    • Figure 74: Brand momentum, April 2013
                                                                                                                                                                                    • Figure 75: Brand diversity, April 2013
                                                                                                                                                                                    • Figure 76: Brand satisfaction, April 2013
                                                                                                                                                                                    • Figure 77: Brand recommendation, April 2013
                                                                                                                                                                                    • Figure 78: Brand attitude, April 2013
                                                                                                                                                                                    • Figure 79: Brand image – macro image, April 2013
                                                                                                                                                                                    • Figure 80: Brand image – micro image, April 2013
                                                                                                                                                                                    • Figure 81: Profile of target groups, by demographics, April 2013
                                                                                                                                                                                    • Figure 82: Psychographic segmentation by target groups, April 2013
                                                                                                                                                                                    • Figure 83: Brand usage by target groups, April 2013
                                                                                                                                                                                  • Brand Index
                                                                                                                                                                                    • Figure 84: Brand index, April 2013
                                                                                                                                                                                • Appendix – Brand Communication and Promotion

                                                                                                                                                                                    • Figure 85: UK advertising spend on fragrances, by top 20 advertisers, 2009-12
                                                                                                                                                                                • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                                    • Figure 86: Frequency of use of fragrances and scented toiletries, July 2013
                                                                                                                                                                                    • Figure 87: Frequency of use of fragrances and scented toiletries, July 2013 (continued)
                                                                                                                                                                                    • Figure 88: Frequency of use of fragrances, by demographics, July 2013
                                                                                                                                                                                    • Figure 89: Frequency of use of fragrances, by demographics, July 2013 (continued)
                                                                                                                                                                                    • Figure 90: Frequency of use of parfum or perfume extract, by demographics, July 2013
                                                                                                                                                                                    • Figure 91: Frequency of use of parfum or perfume extract, by demographics, July 2013 (continued)
                                                                                                                                                                                    • Figure 92: Frequency of use of eau de parfum, by demographics, July 2013
                                                                                                                                                                                    • Figure 93: Frequency of use of eau de parfum, by demographics, July 2013 (continued)
                                                                                                                                                                                    • Figure 94: Frequency of use of eau de toilette, by demographics, July 2013
                                                                                                                                                                                    • Figure 95: Frequency of use of eau de toilette, by demographics, July 2013 (continued)
                                                                                                                                                                                    • Figure 96: Frequency of use of fragrance (concentration of essence unknown), by demographics, July 2013
                                                                                                                                                                                    • Figure 97: Frequency of use of fragrance (concentration of essence unknown), by demographics, July 2013 (continued)
                                                                                                                                                                                    • Figure 98: Frequency of use of scented soap/shower gel, by demographics, July 2013
                                                                                                                                                                                    • Figure 99: Frequency of use of scented soap/shower gel, by demographics, July 2013 (continued)
                                                                                                                                                                                    • Figure 100: Frequency of use of body spray, by demographics, July 2013
                                                                                                                                                                                    • Figure 101: Frequency of use of body spray, by demographics, July 2013 (continued)
                                                                                                                                                                                  • Repertoire
                                                                                                                                                                                    • Figure 102: Repertoire for frequency of use of fragrances and scented toiletries, July 2013
                                                                                                                                                                                    • Figure 103: Repertoire for frequency of use of fragrances and scented toiletries, by demographics, July 2013
                                                                                                                                                                                • Appendix – The Consumer – Reasons for Wearing Fragrances

                                                                                                                                                                                    • Figure 104: Frequency of use of fragrances, by most popular main reasons for wearing fragrances, July 2013
                                                                                                                                                                                    • Figure 105: Frequency of use of fragrances, by next most popular main reasons for wearing fragrances, July 2013
                                                                                                                                                                                    • Figure 106: Frequency of use of eau de parfum, by most popular main reasons for wearing fragrances, July 2013
                                                                                                                                                                                    • Figure 107: Frequency of use of eau de parfum, by next most popular main reasons for wearing fragrances, July 2013
                                                                                                                                                                                    • Figure 108: Most popular main reasons for wearing fragrances, by demographics, July 2013
                                                                                                                                                                                    • Figure 109: Next most popular main reasons for wearing fragrances, by demographics, July 2013
                                                                                                                                                                                  • Repertoire
                                                                                                                                                                                    • Figure 110: Repertoire for main reasons for wearing fragrances, July 2013
                                                                                                                                                                                    • Figure 111: Main reasons for wearing fragrances, by repertoire for main reasons for wearing fragrances, July 2013
                                                                                                                                                                                    • Figure 112: Repertoire for main reasons for wearing fragrances, by demographics, July 2013
                                                                                                                                                                                • Appendix – The Consumer – Buying Fragrances

                                                                                                                                                                                    • Figure 113: Most popular retail outlets from which fragrances have been purchased in last 12 months to July 2013, by demographics, July 2013
                                                                                                                                                                                    • Figure 114: Next most popular retail outlets from which fragrances have been purchased in last 12 months to July 2013, by demographics, July 2013
                                                                                                                                                                                    • Figure 115: Other retail outlets from which fragrances have been purchased in last 12 months to July 2013, by demographics, July 2013
                                                                                                                                                                                • Appendix – The Consumer – Attitudes Towards Fragrances

                                                                                                                                                                                    • Figure 116: Most popular consumer attitudes towards fragrances, by demographics, July 2013
                                                                                                                                                                                    • Figure 117: Next most popular consumer attitudes towards fragrances, by demographics, July 2013
                                                                                                                                                                                    • Figure 118: Other consumer attitudes towards fragrances, by demographics, July 2013
                                                                                                                                                                                • Appendix – The Consumer – Interest in Fragrance Innovation

                                                                                                                                                                                    • Figure 119: Most popular consumer interest in fragrance innovation, by demographics, July 2013
                                                                                                                                                                                    • Figure 120: Next most popular consumer interest in fragrance innovation, by demographics, July 2013
                                                                                                                                                                                    • Figure 121: Other consumer interest in fragrance innovation, by demographics, July 2013
                                                                                                                                                                                • Appendix – The Consumer – Knowledge of Fragrances

                                                                                                                                                                                    • Figure 122: Most popular consumer knowledge of fragrances, by demographics, July 2013
                                                                                                                                                                                    • Figure 123: Next most popular consumer knowledge of fragrances, by demographics, July 2013

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Alexander McQueen
                                                                                                                                                                                • Anna Sui
                                                                                                                                                                                • Avon
                                                                                                                                                                                • Balenciaga
                                                                                                                                                                                • Banana Republic (Europe)
                                                                                                                                                                                • BBC Worldwide Ltd
                                                                                                                                                                                • British American Tobacco p.l.c.
                                                                                                                                                                                • Burberry Group Plc
                                                                                                                                                                                • Cacharel
                                                                                                                                                                                • Calvin Klein, Inc.
                                                                                                                                                                                • Carolina Herrera New York
                                                                                                                                                                                • Christian Dior
                                                                                                                                                                                • Christian Lacroix
                                                                                                                                                                                • Clarins UK Ltd
                                                                                                                                                                                • Clinique Laboratories Ltd (UK)
                                                                                                                                                                                • Coty UK Ltd
                                                                                                                                                                                • Diesel
                                                                                                                                                                                • Dolce & Gabbana
                                                                                                                                                                                • Donna Karan International Inc.
                                                                                                                                                                                • Elizabeth Arden, Inc.
                                                                                                                                                                                • Ermenegildo Zegna Ltd
                                                                                                                                                                                • Escada
                                                                                                                                                                                • Esprit
                                                                                                                                                                                • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                • Fendi SRL
                                                                                                                                                                                • Giorgio Armani S.p.A.
                                                                                                                                                                                • Givenchy
                                                                                                                                                                                • Gucci Group N.V.
                                                                                                                                                                                • Guerlain
                                                                                                                                                                                • Guess (Europe)
                                                                                                                                                                                • Hugo Boss
                                                                                                                                                                                • Issey Miyake London Ltd
                                                                                                                                                                                • J. Choo Limited
                                                                                                                                                                                • Jean Paul Gaultier SA
                                                                                                                                                                                • Juicy Couture, Inc.
                                                                                                                                                                                • kate spade LLC
                                                                                                                                                                                • Kenzo
                                                                                                                                                                                • L'Oréal (UK)
                                                                                                                                                                                • Lacoste
                                                                                                                                                                                • Lancôme
                                                                                                                                                                                • Loewe
                                                                                                                                                                                • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                • Mango Europe
                                                                                                                                                                                • Marks & Spencer (UK)
                                                                                                                                                                                • Narciso Rodriguez
                                                                                                                                                                                • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                • Paul Smith Ltd
                                                                                                                                                                                • Pierre Cardin Haute Couture
                                                                                                                                                                                • Porsche Design Management GmbH & Co KG
                                                                                                                                                                                • Prada (I Pellettieri d'Italia S.p.A.)
                                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                                • Ralph Lauren Ltd
                                                                                                                                                                                • Roberto Cavalli
                                                                                                                                                                                • Selfridges Group
                                                                                                                                                                                • Sephora (UK)
                                                                                                                                                                                • Shiseido International
                                                                                                                                                                                • Stella McCartney
                                                                                                                                                                                • Swarovski
                                                                                                                                                                                • Telegraph Group Limited
                                                                                                                                                                                • The Body Shop - Retail Sales
                                                                                                                                                                                • The Perfume Shop Ltd
                                                                                                                                                                                • Tommy Hilfiger Corporation
                                                                                                                                                                                • True Religion
                                                                                                                                                                                • Unilever Bestfoods UK Ltd
                                                                                                                                                                                • Valentino
                                                                                                                                                                                • Vera Wang
                                                                                                                                                                                • Viktor & Rolf
                                                                                                                                                                                • Vivienne Westwood Ltd
                                                                                                                                                                                • YouTube, Inc.
                                                                                                                                                                                • Yves Rocher UK
                                                                                                                                                                                • Yves Saint Laurent

                                                                                                                                                                                Men's and Women's Fragrances - UK - August 2013

                                                                                                                                                                                £1,995.00 (Excl.Tax)