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Description

Description

“Fragrances are part of Brazilians’ beauty routine and the different ways of using them and the various categories of products influence consumer purchasing behavior. In order to attract consumers and stand out in the midst of great competition, brands and products may offer possibilities of customization and personalization and invest in sustainable fragrances, long-lasting options and items that restore the fragrance throughout the day.”
– Ana Paula Gilsogamo, Research Analyst

This report looks at the following areas:

  • 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

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

                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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