This report looks at the following areas:
- Generation Z is redefining its connection with fragrance, setting new trends and propelling the category forward
- Fragrance as a compelling expression of luxury
- The layering technique is driving growth in fragrance sales
- The challenge of conveying Brazilianness through fragrances that captivate consumers in Brazil
- Fragrances are perceived as functional tools, designed to influence mood or craft a desired atmosphere
- Sensory attributes can progress from promoting wellness to supporting claims that emphasise health benefits
Economic disparities shape different opportunities. Yet, fragrance trends across diverse consumer segments are driven by shared motivations: the enjoyment of life's small pleasures, the expression of status and the pursuit of wellbeing.
Mariana Lombardo, Research – Mintel Reports
Market Definitions
This Report provides an in-depth analysis of Brazilian consumers’ habits, attitudes and behaviors regarding fragranced and perfumed products, encompassing both aesthetic preferences and personal care routines. This edition includes an evaluation of the types of scented personal care products used, key attributes considered when choosing a perfume, purchasing behaviors, attitudes toward different product formats and occasions for perfume use.
Additionally, this Report highlights the factors that consumers consider most influential when choosing fragranced products. While the databook covers a broad range of categories, the selection featured in this document focuses on those supported by data with the greatest analytical relevance. Categories covered:
- Perfume
- Deodorant
- Body lotion
- Body spray
- Hair perfume
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Introduction
- Why popular perfumes and low-concentration fragrances are gaining traction
- The real purchasing power of Brazilian consumers
- Beauty Fair 2025 introduces a dedicated fragrance pavilion
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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
- Analyst’s perspective
- Key market indicators
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THE CONSUMER
- Category overview/consumer profiles
- Fragrance in beauty and personal care products
- Fragrance signals shifting consumer priorities in personal care
- Graph 1: fragrance use by subcategory, 2025
- Fragrance drives Gen Z choices
- Graph 2: fragrance use by subcategory – selected items, by generation, 2025
- Fragrance vs functionality: balancing choices in the deodorant category
- Update the way fragrance is presented in deodorants
- Align products with olfactory preferences
- Increase performance with layering
- Combine long-lasting, wellbeing and practicality
- Enhancing body cream appeal through fragrance
- Teach customisation through layering
- Formats of scented personal care products
- Brazilians prefer more traditional formats
- Graph 3: formats of scented personal care products, 2025
- Is body splash still a niche concept?
- Graph 4: formats of scented personal care products, by socioeconomical group, 2025
- An opportunity for aspirational consumers
- Body splashes and hair perfumes remain popular among active consumers
- Graph 5: formats of scented personal care products, by usage occasion, 2025
- Create practical and low-cost fragrance options
- Innovate formats for solid perfumes
- Let’s talk about perfume
- Status is not as important as performance
- Graph 6: important attributes in fragrances, 2025
- What the brand-oriented consumer seeks
- Graph 7: important attributes in fragrances, 2025
- From sustainability to healthiness: the evolution of a concept
- Brands must balance the safety narrative with formulation limits
- Defining Brazilianness in a globalised world is challenging…
- Graph 8: important attributes in fragrances – selected item, by generation, 2025
- Graph 9: important attributes in fragrances – selected item, by race, 2025
- …but not all is lost!
- Describe Brazilian fragrances through emotions, not olfactory notes
- Adapt the concept of “Brazil” to your audience
- Associate Brazilianness with wellness
- Fragrance purchase channel
- Physical stores remain relevant as online retail accelerates penetration
- Graph 10: fragrance purchase channel, 2025
- Deliver personalized in‑store shopping experiences
- Graph 11: fragrance purchase channel – selected items, by generation, 2025
- Test AI-driven approaches to personalize in-store retail experiences
- Physical retail as a discovery hub and the influence of packaging
- Graph 12: fragrance purchase channel – selected item, by behaviors toward fragrances, 2025
- Refine the strategy for men’s online fragrance sales
- Graph 13: fragrance purchase channel, by gender, 2025
- Online shopping is aspirational
- Fragrance usage occasions
- Fragrance use is integrating more deeply into daily routines
- Graph 14: fragrance usage occasions, 2025
- Incorporate neurocosmetic concepts to expand usage occasions
- Graph 15: fragrance usage occasions, by purpose, “improve mental health,” 2025
- Improve sleep with functional fragrances
- Validate neuro-fragrance efficacy through clinical testing
- Create functional fragrances and focus on emotional benefits over olfactory notes
- Align fragrances with occasions and elevate the sensory experience
- Graph 16: fragrance usage occasions, by behaviors toward fragrances, 2025
- Behaviors toward fragrances
- Targeting emotional wellbeing and mental health as a key driver of innovation
- Graph 17: behaviors toward fragrances, 2025
- Arabic perfumery is a hot topic…
- Graph 18: “I’m familiar with Arabic perfumery,” by region, 2025
- …but maybe it’s a new type of dupe
- Young consumers prioritise design and bold fragrances
- Graph 19: behaviors toward fragrances – selected item, by generation, 2025
- Graph 20: behaviors toward fragrances – selected item, by generation, 2025
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Key Players
- Companies and brands
- Hypera now holds 100% of Simple Organic
- Launches and innovations
- C&A enters Brazil’s beauty market as L’Oréal explores fashion segment
- O Boticário embraces Arabicic perfumery trends
- Hinode interprets the Brazilian woman
- Ollie sunscreen comes without the ‘sunscreen smell’
- Marketing campaigns and actions
- Greater access to Arabic perfumery in Brazil
- Granado ice cream shop
- Casa Creed: from pop-up to permanent luxury
- Innovate with intersectoral strategies
- Performance and authenticity in the partnership between Rexona and Lela Brandão
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THE MARKET
- Anvisa rules on ‘cosmetovigilance’
- Beyond luxury: the reality and challenges in Brazil’s BPC market
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APPENDIX – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Generations
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