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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Fragrances market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers fragrances for men and women. The information about sales (retail and direct to consumers) refers to men’s, women’s, and unisex fragrances (included in the women’s segment), and includes the following categories:

  • Parfum
  • Deo-cologne
  • Eau de parfum
  • Eau de toilette
  • Eau de cologne
  • Lotions aftershave

Key points included

  • The fragrance market could innovate more
  • Fragrance primers could help prolong the scent
  • Consumers should be better educated about fragrances
  • Brands could invest in energizing fragrances for women
  • National inputs could help the market reduce the dollar impact
  • Older consumers believe fragrances are too personal to receive as a gift

Expert analysis from a specialist in the field

Written by Juliana Martins, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The fragrance market in Brazil has had one of the best performances in recent years when it comes to retail sales. The national brands expanded their sales channels and brought new fragrances to the market, which, combined with the Brazilian habit of using perfume, helped increase sales. The category, however, has innovated mainly with different scents and not with innovative products that draw consumers’ attention. Offering different formats and benefits, as well as focusing on specific demographic groups, can help brands stand out and boost consumption. Juliana Martins
Beauty & Personal Care Specialist

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Search for more information on chemicals should impact the market
              • Laws and campaigns dealing with the usage of plastic straws raise discussions on packaging materials and sustainable alternatives
                • eCommerce growth can impact the fragrance market
                  • Opportunities
                    • Scented products are used by 94% of consumers and influence the purchase of beauty and personal care items
                      • Greater concern with mental health has the potential to impact the fragrance market
                        • Customized fragrances have great potential in the Brazilian market
                          • Figure 1: Interest in customized fragrances – Brazil, September 2019
                        • What we think
                        • Market Drivers

                          • Strong dollar can boost local brands and products
                            • Laws and campaigns dealing with the usage of plastic straws raise discussions on packaging materials and sustainable alternatives
                              • The new law on personal data protection needs to be considered when developing personalized fragrances
                                • Search for more information on chemicals should impact the market
                                  • Greater concern with mental health has the potential to impact the fragrance market
                                    • eCommerce growth can impact the fragrance market
                                      • Natura closes acquisition of Avon and becomes the world’s fourth-largest beauty group
                                      • Key Players – What You Need to Know

                                        • Natura should lead market share in Brazil after the acquisition of Avon
                                          • O Boticário perfume, developed with artificial intelligence in partnership with IBM, releases its first ad
                                            • Skylar invests in online sales and transparency on the ingredients of its hypoallergenic fragrances
                                            • Market Share

                                              • Natura should lead market share in Brazil after the acquisition of Avon
                                                • Figure 2: Leading companies’ retail sales share of fragrances, by value – Brazil, 2017-18
                                            • Marketing Campaigns and Actions

                                              • O Boticário perfume, developed with artificial intelligence in partnership with IBM, releases its first ad
                                                • Figure 3: O Boticário campaign
                                              • Focusing on sustainability, O Boticário launches perfumes made with sugarcane alcohol
                                                • Figure 4: Seja Como Flor and Nativa SPA Queen Vanilla
                                              • L’Occitane au Brésil invited customers to choose the fragrance that would be launched at Christmas
                                                • Natura promotes “offline day” for mom and dad influencers
                                                  • Figure 5: Natura campaign
                                              • Who’s Innovating?

                                                • Investing in recycled and recyclable packaging can boost the perception of sustainability
                                                  • Figure 6: Percentage of launches with “recycling” and “eco-friendly” claims in the categories of skincare, haircare, perfumes, deodorants and air fresheners – Brazil, January 2016-December 2018
                                                  • Figure 7: Myro refillable deodorant
                                                  • Figure 8: Source Essentielle rechargeable packaging
                                                  • Figure 9: Source Essentielle refill machine
                                                • Unisex perfumes need to gain more prominence within the category
                                                  • Figure 10: Percentage of launches by gender indication, category of perfumery – Global and Brazil, January 2016-December 2018
                                                  • Figure 11: “Beauty Without Bias” campaign
                                                  • Figure 12: Mercado Livre genderless section
                                              • Case Studies

                                                • Skylar invests in online sales and ingredient transparency for its hypoallergenic fragrances
                                                    • Figure 13: Skylar kit
                                                  • Soon after launching her KKW collection of fragrances, Kim Kardashian was selling $1 million per minute
                                                    • Figure 14: KKW Kimoji Cheery, Vibes and Peach
                                                    • Figure 15: Drew Barrymore post
                                                • The Consumer – What You Need to Know

                                                  • Colognes with a floral scent and cooling effect can appeal to consumers in the Northeast region
                                                    • Deodorants with long-lasting fragrance can attract those who choose products based on scent
                                                      • Four attributes are most likely to be associated with a sustainable fragrance
                                                        • Customized fragrances based on DNA appeal to all socioeconomic groups
                                                          • Fragrances can gain space among women aged 45-54 by focusing on self-confidence
                                                          • Usage of Scented Products and Favorite Scents

                                                            • Scented products are used by 94% of Brazilians
                                                              • Figure 16: Usage of scented products – Brazil, September 2019
                                                            • Colognes with a floral scent and cooling effect can appeal to consumers in the Northeast region
                                                              • Figure 17: Usage of cologne, by region – Brazil, September 2019
                                                            • Facial skincare products for men can invest in fruity scents
                                                              • Figure 18: Favorite scents, by gender – Brazil, September 2019
                                                          • Fragrance Importance

                                                            • Deodorants with long-lasting fragrance can attract those who choose products based on scent
                                                              • Figure 19: Fragrance importance, deodorant – Brazil, September 2019
                                                            • Co-branding between recognized brands of fragrances and facial skincare products can attract consumers
                                                              • Figure 20: Fragrance importance, facial skincare – Brazil, September 2019
                                                              • Figure 21: Quasar kit
                                                              • Figure 22: Acqua di Gio kit
                                                            • Sustainable fragrances made with natural ingredients can invest in textures to attract consumers
                                                              • Figure 23: Fragrance importance, perfume – Brazil, September 2019
                                                          • Sustainability in Fragrance

                                                            • Four attributes are most likely to be associated with a sustainable fragrance
                                                              • Figure 24: TURF analysis, sustainability in fragrance – Brazil, September 2019
                                                              • Figure 25: Ecoscent Compass explanatory video
                                                            • Men are more likely to associate sustainable fragrances with price and sophistication
                                                              • Figure 26: Sustainability in fragrance, by gender – Brazil, September 2019
                                                            • Category has the challenge of demystifying perception among women aged 35+ that only fragrances with natural ingredients are sustainable
                                                              • Figure 27: Sustainability in fragrance, by gender and age group – Brazil, September 2019
                                                              • Figure 28: 60 seconds with Michelle Pfeiffer talking about the Henry Rose brand
                                                          • Interest in Customized Fragrances

                                                            • Fragrances developed based on individual preferences appeal to more than half of consumers in the category
                                                              • Figure 29: Interest in customized fragrances – Brazil, September 2019
                                                              • Figure 30: CODE Mee kit
                                                            • DIY kits that allow users to custom blend fragrances can boost interest in scented candles
                                                              • Figure 31: Interest in customized fragrances, by the usage of scented candles – Brazil, September 2019
                                                              • Figure 32: Customization of aromatic candles
                                                              • Figure 33: Test of fragrance
                                                            • Customized fragrances based on DNA appeal to all socioeconomic groups
                                                              • Figure 34: Interest in customized fragrances, by socioeconomic group – Brazil, September 2019
                                                              • Figure 35: Geneu kit
                                                              • Figure 36: 23andMe kits
                                                              • Figure 37: MyHeritage kit
                                                          • Attitudes toward Fragrance

                                                            • Haircare products can invest in long-lasting fragrances and items that restore the fragrance throughout the day
                                                              • Figure 38: Attitudes toward fragrance – Brazil, September 2019
                                                            • Makeup products can invest in sweet fragrances to attract women aged 16-34
                                                              • Figure 39: Attitudes toward fragrance, by gender and age group – Brazil, September 2019
                                                            • Fragrances can gain space among women aged 45-54 by focusing on self-confidence
                                                              • Figure 40: Attitudes toward fragrance, by gender and age group – Brazil, September 2019
                                                              • Figure 41: Natura campaign
                                                              • Figure 42: #PowerofGrey campaign
                                                          • Appendix – Abbreviations

                                                            • Abbreviations
                                                            • Appendix – Market Size and Market Share

                                                              • Market size
                                                                • Figure 43: Retail sales of fragrances, by value – Brazil, 2014-19
                                                              • Market share
                                                                • Figure 44: Leading companies’ retail sales share of fragrances, by value – Brazil, 2017-18

                                                            About the report

                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                            • The Consumer

                                                              What They Want. Why They Want It.

                                                            • The Competitors

                                                              Who’s Winning. How To Stay Ahead.

                                                            • The Market

                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                            • The Innovations

                                                              New Ideas. New Products. New Potential.

                                                            • The Opportunities

                                                              Where The White Space Is. How To Make It Yours.

                                                            • The Trends

                                                              What’s Shaping Demand – Today And Tomorrow.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                            Description