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Women's Fragrances - US - September 2010

A demographic shift has been taking its toll on the fragrance market since 2005. The growing population of Baby Boomer women are purchasing less perfume, and fewer teens are moving into the fragrance market to make up for reduced usage. Compounding these factors, the recession hit the fragrance market hard and caused a domino effect: consumers shifted from higher-priced department stores to FDMx channels. In addition, private label brands met with success, as many name brand fragrances experienced a decline in sales.

Yet manufacturers and marketers are not curtailing their creative efforts. The list of celebrity fragrances continues to expand, as some companies push the boundaries past the traditional actors and model spokespersons. Race car drivers and rock ‘n roll singers are signing their names to new fragrances, and non-traditional retail outlets are adding fragrances to their shelves.

This report will examine in detail:

  • The positive impact that celebrity name brand fragrances have on the market
  • How drug stores continue to refocus on beauty and personal care products, offering affordable prestige in the women’s fragrance market
  • How focusing on green can give fragrance companies an edge up
  • Innovations in fragrances and delivery systems

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources and methodology
          • Sales data
            • Data sources
              • Consumer survey data
                • Advertising creative
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Fresh, green, and floral
                        • A shrinking market
                          • It is a competitive crowd
                            • Segment performance
                              • Market drivers
                                • Leading FDMx companies
                                  • The FDMx outlets
                                    • Strong qualities
                                      • Innovation and innovators
                                        • Marketing strategies
                                          • The consumer
                                            • Race and Hispanic origin
                                              • Teens
                                              • Insights and Opportunities

                                                • Going Green smells like success
                                                  • Stop and smell the flowers
                                                  • Inspire Insights

                                                      • Trend: Authentic Beauty
                                                        • Good for you; good for everyone
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • So many to choose from while sales shift downward
                                                              • Figure 1: U.S. FDMx sales and forecast of women’s fragrances, at current prices, 2005-15
                                                              • Figure 2: U.S. FDMx sales and forecast of women’s fragrances, at inflation-adjusted prices, 2005-15
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Au natural for older Baby Boomers
                                                                • Figure 3: Incidence of fragrance use/purchase—adult women, trended, 2004-2008/09
                                                              • Fewer new customers spell trouble
                                                                • Figure 4: U.S. female population, by age, 2005-15
                                                              • Three out of four
                                                                • Figure 5: Incidence of use/purchase, by age, February 2009-March 2010
                                                              • Wooing teens
                                                                • Figure 6: Incidence of use/purchase—teens, by age, November 2008-December 2009
                                                              • Lotion instead
                                                                • Figure 7: Product qualities looked for in body lotion, by age, April 2010
                                                            • Competitive Context

                                                              • Who can afford perfume?
                                                                • Toxic perfumes
                                                                  • Consumers making their own perfumes
                                                                    • Non-traditional fragrance companies
                                                                      • Breaking the glass display case
                                                                        • Obsession with celebrities
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Both segments are declining
                                                                              • Fewer people purchasing
                                                                                • Figure 8: U.S. FDMx sales and forecast of women’s fragrances, at current prices, by segment, 2005-15
                                                                                • Figure 9: U.S. FDMx sales of women’s fragrances, by segment, 2009 and 2010
                                                                            • Segment Performance— Perfumes, Colognes, Body Powder

                                                                              • Key points
                                                                                • Buying less in FDMx
                                                                                  • Figure 10: U.S. FDMx sales and forecast of perfumes, colognes, body powder, 2005-15
                                                                              • Segment Performance—Gift Packs

                                                                                • Key points
                                                                                  • The fading scent of gift packs
                                                                                    • Figure 11: U.S. sales and forecast of gift packs, 2005-15
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Drug stores suffering a little less
                                                                                      • Figure 12: U.S. FDMx sales of women’s fragrances, by retail channel, 2009 and 2010
                                                                                  • Retail Channels—Drug Stores

                                                                                    • Key points
                                                                                      • A gentle fall
                                                                                        • Trying to stem losses
                                                                                            • Figure 13: U.S. sales of women’s fragrances at drug stores, 2005-10
                                                                                        • Retail Channels—Other FDMx

                                                                                          • Key points
                                                                                            • The domino effect
                                                                                              • Figure 14: U.S. sales of women’s fragrances at other FDMx outlets, 2005-10
                                                                                          • Leading Companies

                                                                                            • Key points
                                                                                              • Sales in FDMx outlets are suffering
                                                                                                • Figure 15: FDMx sales of leading women’s fragrance companies, 2009 and 2010
                                                                                            • Selected Brand Analysis—Perfume/Cologne/Body Powder

                                                                                              • Key points
                                                                                                • The big three getting smaller
                                                                                                  • Procter & Gamble using its muscle
                                                                                                    • Using modern networks and technology
                                                                                                      • Figure 16: Selected FDMx brand sales of perfume/cologne/body powder in the U.S., 2009 and 2010
                                                                                                  • Selected Brand Analysis—Gift Packs

                                                                                                    • Key points
                                                                                                      • Coty on top but sliding
                                                                                                        • Elizabeth Arden experienced growth
                                                                                                          • Procter & Gamble and others
                                                                                                            • Figure 17: Selected FDMx brand sales of gift packs in the U.S., 2009 and 2010
                                                                                                        • Brand Qualities

                                                                                                            • Michael Kors, a marketing guru
                                                                                                              • Bond No. 9, a niche brand
                                                                                                              • Innovation and Innovators

                                                                                                                • Key points
                                                                                                                  • Celebrity scents and fashion designers continue
                                                                                                                    • New players
                                                                                                                      • Celebrity line extensions
                                                                                                                        • Fashion designers
                                                                                                                          • Specialty retailers
                                                                                                                            • Packaging and applications
                                                                                                                              • Roll with it
                                                                                                                                • So solid
                                                                                                                                  • Pencil me in
                                                                                                                                    • Put a ring on it
                                                                                                                                      • Around the neck and on the wrist
                                                                                                                                        • Alternative accessories
                                                                                                                                          • Innovative bottle design
                                                                                                                                            • Fragrance awareness
                                                                                                                                              • Educating the consumer
                                                                                                                                                • Fragrance blogs, vlogs and books
                                                                                                                                                  • Fragrance applications
                                                                                                                                                    • Vending machines—a new retail venue
                                                                                                                                                      • Custom-made
                                                                                                                                                        • Scent and science DIY kits
                                                                                                                                                          • Au natural, green movement continues
                                                                                                                                                            • Cause marketing fragrances
                                                                                                                                                              • Fragrance directions
                                                                                                                                                                • Key points
                                                                                                                                                                  • Sun-kissed orange and zesty citrus accords
                                                                                                                                                                    • A rose is a rose
                                                                                                                                                                      • Candy is dandy
                                                                                                                                                                        • An ode to Oud
                                                                                                                                                                        • Marketing Strategies

                                                                                                                                                                          • Overview
                                                                                                                                                                            • Introduction to common advertising themes
                                                                                                                                                                              • Contemporary femininity
                                                                                                                                                                                • Figure 18: Elizabeth Arden Pretty, 2009
                                                                                                                                                                                • Figure 19: In Bloom by Reese Witherspoon, 2009
                                                                                                                                                                              • Sensual celebrities
                                                                                                                                                                                • Figure 20: Mariah Carey Forever, 2009
                                                                                                                                                                                • Figure 21: Beyoncé Heat Perfume For Women, 2010
                                                                                                                                                                                • Figure 22: Halle Berry Halle, 2010
                                                                                                                                                                              • Luxury
                                                                                                                                                                                • Figure 23: Michael Kors Very Hollywood, 2009
                                                                                                                                                                              • Social media tools and tactics
                                                                                                                                                                                • Elizabeth Arden
                                                                                                                                                                                  • Coty
                                                                                                                                                                                    • L’Oréal
                                                                                                                                                                                      • Clarins
                                                                                                                                                                                        • Givenchy
                                                                                                                                                                                          • Coca-Cola fragrance ad on YouTube
                                                                                                                                                                                          • Usage

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Overall usage
                                                                                                                                                                                                  • Figure 24: Ownership and usage of fragrance products—adult women, by age, June-July 2010
                                                                                                                                                                                                • Income levels
                                                                                                                                                                                                  • Figure 25: Ownership and usage of fragrance products—adult women, by HH income, June-July 2010
                                                                                                                                                                                                • Purchase for someone else
                                                                                                                                                                                                  • Figure 26: Type of perfume purchased for someone else—adult women, by age, February 2009-March 2010
                                                                                                                                                                                                • Frequency of use
                                                                                                                                                                                                  • Figure 27: Frequency of perfume use—adult women, by age, February 2009-March 2010
                                                                                                                                                                                              • Brands

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Brands used
                                                                                                                                                                                                    • Figure 28: Type of perfume used—adult women, by age, February 2009-March 2010
                                                                                                                                                                                                  • Brands purchased for someone else
                                                                                                                                                                                                    • Figure 29: Type of perfume purchased for someone else—adult women, by age, February 2009-March 2010
                                                                                                                                                                                                • Preferred Retailers

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Shopping and age
                                                                                                                                                                                                      • Figure 30: Preferred retailers for fragrance purchase—adult women, by age, June-July 2010
                                                                                                                                                                                                    • Shopping and income
                                                                                                                                                                                                      • Figure 31: Preferred retailers for fragrance purchase—adult women, by HH income, June-July 2010
                                                                                                                                                                                                  • Preferred Types of Fragrance Used

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Formats worn by age groups
                                                                                                                                                                                                        • Figure 32: Preferred types of fragrance used—adult women, by age, June-July 2010
                                                                                                                                                                                                      • Type of fragrance worn by household income
                                                                                                                                                                                                        • Figure 33: Preferred types of fragrance worn—adult women, by HH income, June-July 2010
                                                                                                                                                                                                    • Attitudes and Motivations

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • When to wear what
                                                                                                                                                                                                          • Figure 34: Decisions regarding fragrance use—adult women, by age, June-July 2010
                                                                                                                                                                                                        • Loyalty
                                                                                                                                                                                                          • Figure 35: Level of brand loyalty—adult women, by age, June-July 2010
                                                                                                                                                                                                        • Motivations for purchase
                                                                                                                                                                                                          • Figure 36: Motivations for purchase—adult women, by age, June-July 2010
                                                                                                                                                                                                        • Preferences and attitudes about wearing fragrance
                                                                                                                                                                                                          • Figure 37: Attitudes about fragrance—adult women, by age, June-July 2010
                                                                                                                                                                                                        • Why they don’t wear fragrance
                                                                                                                                                                                                          • Figure 38: Reasons for not wearing fragrance—adult women, June-July 2010
                                                                                                                                                                                                      • Teen Use

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Fragrance format used
                                                                                                                                                                                                            • Figure 39: Types of perfume used—teens, by age, November 2008-December 2009
                                                                                                                                                                                                          • Types purchased for others
                                                                                                                                                                                                            • Figure 40: Types of perfume purchased for someone else—teens, by age, November 2008-December 2009
                                                                                                                                                                                                          • Kinds used
                                                                                                                                                                                                            • Figure 41: Kinds of perfume used—teens, by age, November 2008-December 2009
                                                                                                                                                                                                          • Brands preferred by teens
                                                                                                                                                                                                            • Figure 42: Brands of perfume used—teens, by age, November 2008-December 2009
                                                                                                                                                                                                          • Brands purchased for someone else
                                                                                                                                                                                                            • Figure 43: Brands of perfume bought for someone else—teens, by age, November 2008-December 2009
                                                                                                                                                                                                          • Frequency of use
                                                                                                                                                                                                            • Figure 44: Frequency of use—teens, by age, November 2008-December 2009
                                                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Use of fragrance
                                                                                                                                                                                                              • Figure 45: Ownership and usage of fragrance products—adult women, by race/Hispanic origin, June-July 2010
                                                                                                                                                                                                            • Preferred brands
                                                                                                                                                                                                              • Figure 46: Type of perfume used—adult women, by race and Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                            • Brands purchased for someone else
                                                                                                                                                                                                              • Figure 47: Type of perfume purchased for someone else—adult women, by race and Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                            • Preferred retailers
                                                                                                                                                                                                              • Figure 48: Preferred retailers for fragrance purchase—adult women, by age, June-July 2010
                                                                                                                                                                                                            • Attitudes and motivations
                                                                                                                                                                                                              • Figure 49: Decisions regarding fragrance use—adult women, by race and Hispanic origin, June-July 2010
                                                                                                                                                                                                            • Level of brand loyalty
                                                                                                                                                                                                              • Figure 50: Level of brand loyalty—adult women, by race and Hispanic origin, June-July 2010
                                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                                              • Luxuries
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Sprayers
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Designers
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                                        • Figure 51: Women’s fragrance clusters, July 2010
                                                                                                                                                                                                                                        • Figure 52: Ownership and usage of fragrance products—adult women, by women’s fragrance clusters, July 2010
                                                                                                                                                                                                                                        • Figure 53: Preferred types of fragrance worn—adult women, by women’s fragrance clusters, July 2010
                                                                                                                                                                                                                                        • Figure 54: Level of brand loyalty—adult women, by women’s fragrance clusters, July 2010
                                                                                                                                                                                                                                        • Figure 55: Attitudes about fragrance—adult women, by women’s fragrance clusters, July 2010
                                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                                        • Figure 56: Women’s fragrance clusters, by age, July 2010
                                                                                                                                                                                                                                        • Figure 57: Women’s fragrance clusters, by HH income, July 2010
                                                                                                                                                                                                                                        • Figure 58: Women’s fragrance clusters, by race, July 2010
                                                                                                                                                                                                                                        • Figure 59: Women’s fragrance clusters, by Hispanic origin, July 2010
                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Usage
                                                                                                                                                                                                                                              • Figure 60: Ownership and usage of fragrance products—adult women, by marital status and presence of children in HH, June-July 2010
                                                                                                                                                                                                                                            • Preferred type of fragrance
                                                                                                                                                                                                                                                • Figure 61: Preferred types of fragrance used—adult women, by marital status and presence of children in HH, June-July 2010
                                                                                                                                                                                                                                              • Motivations for purchase
                                                                                                                                                                                                                                                • Figure 62: Motivations for purchase—adult women, by marital status and presence of children in HH, June-July 2010
                                                                                                                                                                                                                                              • Attitudes and motivations/preferences
                                                                                                                                                                                                                                                • Figure 63: Attitudes about fragrance—adult women, by marital status and presence of children in HH, June-July 2010
                                                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                              • What to wear and income
                                                                                                                                                                                                                                                • Figure 64: Decisions regarding fragrance use—adult women, by HH income, June-July 2010
                                                                                                                                                                                                                                              • Attitudes and motivations/preferences
                                                                                                                                                                                                                                                • Figure 65: Attitudes about fragrance—adult women, by race and Hispanic origin, June-July 2010
                                                                                                                                                                                                                                              • Preferred retailers
                                                                                                                                                                                                                                                • Figure 66: Preferred retailers for fragrance purchase—adult women, by marital status and presence of children in HH, June-July 2010
                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                              • Avon USA
                                                                                                                                                                                                                                              • Balenciaga
                                                                                                                                                                                                                                              • Calvin Klein, Inc.
                                                                                                                                                                                                                                              • Christian Dior
                                                                                                                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                              • Coty Inc
                                                                                                                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                                                                                                                              • Dolce & Gabbana
                                                                                                                                                                                                                                              • Donna Karan International Inc.
                                                                                                                                                                                                                                              • Elizabeth Arden, Inc.
                                                                                                                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                              • Flickr
                                                                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                                                                              • Fragrance Foundation, The
                                                                                                                                                                                                                                              • Givenchy
                                                                                                                                                                                                                                              • Gucci Group N.V.
                                                                                                                                                                                                                                              • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                                                                              • International Flavors & Fragrances Inc.
                                                                                                                                                                                                                                              • J C Penney Company, Inc
                                                                                                                                                                                                                                              • L'Oréal USA
                                                                                                                                                                                                                                              • Lancôme
                                                                                                                                                                                                                                              • LinkedIn
                                                                                                                                                                                                                                              • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                                              • Macy's, Inc.
                                                                                                                                                                                                                                              • Nordstrom
                                                                                                                                                                                                                                              • Personal Care Products Council
                                                                                                                                                                                                                                              • Polo Ralph Lauren Corporation
                                                                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                                                                              • Sephora
                                                                                                                                                                                                                                              • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                                              • Sony Pictures Entertainment
                                                                                                                                                                                                                                              • Swarovski
                                                                                                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                                                                                                              • Tommy Hilfiger Corporation
                                                                                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                                                                              • Victoria's Secret
                                                                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                                                              Women's Fragrances - US - September 2010

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