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Fragrances - Brazil - November 2018

"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 and Personal Care Senior Specialist

This Report looks at the following areas:

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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • The fragrance market could innovate more
              • Consumers should be better educated about fragrances
                • Figure 1: Attitudes toward fragrances, August 2018
              • Older consumers believe fragrances are too personal to receive as a gift
                • Figure 2: Attitudes toward fragrances, August 2018
              • Opportunities
                • National inputs could help the market reduce the dollar impact
                  • Fragrance primers could help prolong the scent
                    • Figure 3: Interest in innovations, August 2018
                  • Brands could invest in energizing fragrances for women
                    • Figure 4: Interest in added benefits for fragrances, “energizing,” August 2018
                  • What we think
                  • The Market – What You Need to Know

                    • National brands play a big role in sales growth
                      • Economic and climate factors may influence the category
                        • Men’s fragrances with insect repellent open space for innovation
                        • Market Size and Forecast

                          • Expansion of sales channels may have influenced the retail growth
                            • Figure 5: Retail sales of fragrances, by value – Brazil, 2013-23
                            • Figure 6: Forecast for the fragrance retail market, by value – Brazil, 2013-23
                        • Market Drivers

                          • High US dollar can encourage use of domestic ingredients
                            • Lighter fragrances offer opportunities, particularly in warmer regions
                              • Brands invest in fragrances for men in Brazil
                                • Diseases caused by mosquitoes can bring opportunities
                                • Key Players – What You Need to Know

                                  • National brands invest in fragrances
                                    • Brands invest in campaigns and well-known names to publicize new products
                                      • Sustainability, relaxation, and seasonality are trending
                                      • Market Share

                                        • Boticário Group and Natura reinforce fragrance-based communications
                                          • Figure 7: Retail market share, fragrances, by value – Brazil, 2016-17
                                      • Marketing Campaigns and Actions

                                        • Avon launches a new fragrance for men
                                          • Figure 8: Avon campaign, June 2018
                                        • O Boticário promotes new fragrances on Valentine’s Day
                                          • Figure 9: Boticário campaign, May 2018
                                        • Floratta line increases its portfolio
                                          • Figure 10: Floratta campaign, March 2018
                                        • Natura promotes Essencial Oud on the streets of São Paulo
                                          • Figure 11: Essential Oud campaign, May 2018
                                        • Natura launches its new eau de parfum, Verum
                                          • Figure 12: Verum campaign, July 2018
                                        • Eudora features Brazilian actress in a new campaign
                                          • Figure 13: Eudora campaign, March 2018
                                        • Campaign shows Hinode fragrances
                                          • Figure 14: Hinode campaign, May 2018
                                      • Who’s Innovating?

                                        • Sustainable fragrances can appeal to consumers
                                            • Figure 15: Fragrance launches by selected claims, top five countries, and Brazil, January 2016-July 2018
                                          • Fragrances can help consumers relax
                                            • Figure 16: Fragrance launches by “aromatherapy” claim, top five countries and Brazil, January 2016-July 2018
                                          • Brands can develop seasonal fragrances for commemorative dates
                                            • Figure 17: Fragrance launches by “seasonal” claim, top five countries, January 2016-July 2018
                                        • The Consumer – What You Need to Know

                                          • Woody deo-parfum and customized hair fragrances bring opportunities
                                            • Innovations can diversify the fragrance category
                                              • Brands could add value to fragrances by offering new benefits
                                                • There are opportunities for fragrances to be used on different occasions that have scents similar to imported ones
                                                  • Consumers still find it hard to choose a new fragrance that fits them
                                                  • Fragrance Types Used

                                                    • Deo-parfums with woody fragrance may appeal to men
                                                      • Figure 18: Fragrance types used, August 2018
                                                    • There is space for customized hair fragrances
                                                      • Figure 19: Fragrance types used, August 2018
                                                  • Interest in Innovations

                                                    • Fragrance primers could help prolong the scent
                                                      • Figure 20: Interest in innovations, August 2018
                                                    • Home devices that release scents to suit the mood appeal to young women
                                                      • Figure 21: Interest in innovations, by age among women, June 2018
                                                    • In-shower fragrances that moisturize the skin can bring innovation
                                                      • Figure 22: Interest in innovations, August 2018
                                                  • Interest in Added Benefits for Fragrances

                                                    • Consumers may have an interest in fragrances with a cooling effect
                                                      • Figure 23: Interest in added benefits for fragrances, August 2018
                                                    • Brands could invest in energizing fragrances for women
                                                      • Figure 24: Interest in added benefits for fragrances, “energizing,” August 2018
                                                    • Many in the North-East have an interest in insect-repelling fragrances
                                                      • Figure 25: Interest in added benefits for fragrances, “insect repelling,” August 2018
                                                  • Fragrance Behaviors

                                                    • Kits with fragrances for day and night can attract consumers
                                                      • Figure 26: Fragrance behaviors, August 2018
                                                    • Some women have an interest in fragrances which have scents that are similar to imported ones
                                                      • Figure 27: Fragrance behaviors, August 2018
                                                  • Attitudes toward Fragrances

                                                    • Consumers should be better educated about fragrances
                                                      • Figure 28: Attitudes toward fragrances, August 2018
                                                    • Brands can attract consumers from the North-East with unisex fragrances
                                                      • Figure 29: Attitudes toward fragrances, August 2018
                                                    • There are opportunities to attract older consumers who see fragrances as too personal to receive as a gift
                                                      • Figure 30: Attitudes toward fragrances, August 2018
                                                  • Appendix – Abbreviations

                                                    • Abbreviations
                                                    • Appendix – Market Size and Forecast

                                                      • Market size and forecast
                                                        • Figure 31: Retail sales of fragrances, by value – Brazil, 2013-23
                                                        • Figure 32: Forecast for the fragrance retail market, by value – Brazil, 2013-23
                                                        • Figure 33: Retail market share, fragrances, by value – Brazil, 2016-17

                                                    Fragrances - Brazil - November 2018

                                                    US $3,995.00 (Excl.Tax)