Men's Fragrances - Europe - December 2010
The men's fragrance market in Europe has experienced an extreme few years. Fragrance creation has been pushed into new directions. This is in part due to the recession, which as it continues to dampen sales, has left an imprint that is continuing to prompt fragrance companies to rethink launches and make changes to the positioning of NPD.
The second factor has been the launch of some highly influential men's fragrances, which have been largely responsible for the change in creative direction towards woody, spicy scents. This has been a major change for a market that has, since the mid-1960s been dominated by fougère accords.
The effect on the ‘Big 5’ markets has been varied. Spain has been the worst affected, losing 14.2% in value in 2009, while the UK retained its strength, growing 4.4% in the same year.
Naturally, consumer behaviour has altered, with men, who generally consider fragrance as a more expensive purchase than women, exhibiting more of a bargain-hunting attitude, while also demanding products that give them more for their money.
Men's fragrance has entered an exciting new era because the codes in perfumery are evolving. Brands are daring more, bringing more fantasy back into fragrances and this appears to be speaking to consumers. As countries recover from the recession, scents, their packaging and the fragrance concept will be expected to offer more in terms of originality, quality and in their ability to thrill.
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