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Brazil is by far the largest fragrance market worldwide, almost double the size of the second largest fragrance market, the US.

Despite its economic struggles, Brazil’s fragrance market maintains strong growth and it was the third best performing fragrance market over the last five years. Although market dynamics are changing, Brazilians still strongly favour local brands over international ones, but the push of international brands should not be underestimated. However, the relatively higher prices of international brands, partly due to import taxes imposed on them, make it challenging for these brands to retain Brazilians’ interest in times of economic constraint. International brands and retailers will have to cut their margins or find ways to manufacture locally in order to compete against less expensive local brands.

Meanwhile, mature markets such as those in Western Europe and the US, are struggling to start growing again. The overall product launch dynamic, based on a high pace of launches and weak line extensions, does not appeal to most consumers who tend to favour their usual or signature scent. Mature markets will have to find ways to reinvent their fragrance markets with new standalone scented formats and sensory marketing to strengthen the bond between consumers and brands.

The year 2015 was the year of niche perfumery with the acquisition of some niche brands by large groups such as Puig, Estée Lauder and Shiseido. Consumers are recognising the added value of exclusive scents and are looking out for these, despite their more expensive prices. For beauty groups, the acquisition of a niche brand is a way to better control its distribution channel, strengthen its ultra-luxury brand image and expand its product and brand development.

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