“The use of scented products is essential in the routines of Brazilian consumers, regardless of whether they are inside or outside the house. Given the importance of smell for Brazilians, the category finds market potential to expand into areas that are still little explored, such as air fresheners for homes with pets and multipurpose sprays for the home and the body. Brazilians show interest and willingness to pay more for formulas that are safe for their health and the planet and that provide benefits to their holistic health.”
– Amanda Caridad, Beauty and Personal Care Senior Analyst – Latam
Key issues covered in this Report
- Usage of scented products
- Favorite scents by scented product type
- Scented products usage occasions
- Purchasing drivers in scented products
- Interest and willingness to pay more for innovations in scented products
- Behaviors toward scented products
Collapse All
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
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Executive Summary
- Market overview
- Analyst outlook
- Figure 1: Analyst outlook for the fragrance category, 2023
- Challenges
- Masculine oriental fragrances can gain space during winter
- Interest in multipurpose mists for home and body reflects the importance of scent in at-home routines
- Brands could further explore the potential of 100% natural perfumes
- Opportunities
- Pet owners are a strategic target audience for air fresheners
- Body lotions can promote improved sleep through relaxing scents and textures
- Customization evolves to products focused on women’s hormonal health
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Market Drivers
- Q3 2022 is marked by a drop in unemployment and a slight increase in average income
- Brazil ends 2022 with 5.79% inflation and economic growth forecast at 3.1%
- Conflict in Ukraine affects the cosmetic industry production chain
- Hygiene, perfumery and cosmetics category grows 10% in the first half of 2022
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Key Players
- Companies and brands
- O Boticário targets gamers with launch of new perfumes on Fortnite
- Figure 2: New Egeo Choc Berry and Egeo Choc Mint, 2023
- Luisa Sonza and Xamã launch song in a new sensorial experience
- Figure 3: Hasta La Vista perfumes by Luisa Sonza and Xamã
- Natura partners with Globoplay to sponsor soap opera
- Figure 4: Natura announces sponsorship of Globoplay soap opera
- Givaudan launches MoodScentz+, focused on fragrances created from neuroscience
- Figure 5: MoodScentz+, a new era of fragrance and oral care flavor design, 2022
- O Boticário relaunches Ma Chérie, a fragrance that marked the 1990s
- Figure 6: Ma Chérie campaign, 2022
- La Piel, by Eudora, combines treatment, technology and long-lasting fragrance
- Figure 7: Eudora launches La Piel
- Cimed launches intimate perfume in partnership with Anitta
- Figure 8: Anitta presents Puzzy by Anitta, 2022
- Case study
- Skylar, a clean beauty perfume brand, is acquired by Starco Brands
- Figure 9: Skylar Clean Beauty
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Usage of Scented Products
- University students look for perfumes that help them feel confident out of home
- Figure 10: Usage of scented products – Perfume, by student status, 2022
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- Figure 11: Perfumes indicated to improve confidence in public, 2022
- Brands should look at the potential of using body sprays and lotions at home
- Figure 12: Usage of scented products – Body spray/mist, by working status and remote work, 2022
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- Figure 13: Examples of kits with body spray and lotion, 2022
- Aftershave lotions can complement the facial care routine of men aged 35+
- Figure 14: Usage of scented products – Aftershave, by gender and age group, 2022
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- Figure 15: Aftershave lotions that help care for facial skin, 2022
- Pet owners are a strategic target audience for air fresheners
- Figure 16: Usage of scented products – Diffusers/air fresheners, by pet ownership, 2022
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- Figure 17: Air fresheners suitable for homes with pets, 2022
- University students look for perfumes that help them feel confident out of home
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Favorite Scent by Product Type
- Masculine oriental fragrances can gain space during winter
- Figure 18: Favorite scent by product type – Selected item and scent, by gender and age, 2022
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- Figure 19: Perfumes for men with oriental fragrances, 2022
- Body lotions can combine floral fragrances with fruity and citrus notes to give a fresh feeling
- Figure 20: Favorite scent by product type – Selected item and scent, by gender, 2022
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- Figure 21: Floral-scented body lotions, 2022
- Citrus-scented cologne can help prolong the feeling of cleanliness
- Figure 22: Favorite scent by product type – Citrus, 2022
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- Figure 23: Colognes with citrus scent, 2022
- Masculine oriental fragrances can gain space during winter
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Scented Products Usage Occasions
- Floral perfumes can help women convey femininity on special occasions
- Figure 24: Scented products usage occasions – Selected item and occasion, by gender and age, 2022
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- Figure 25: Female perfumes with floral fragrance, 2021 and 2022
- Body lotions can promote improved sleep through relaxing scents and textures
- Figure 26: Scented products usage occasions – Selected occasion, 2022
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- Figure 27: Body products that promote relaxation and stress relief, 2022
- Interest in multipurpose mists for home and body reflects the importance of scent in at-home routines
- Figure 28: Scented products usage occasions – Selected item and occasion, by age group, 2022
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- Figure 29: Multiuse scented sprays/mists for body and home, 2022
- Floral perfumes can help women convey femininity on special occasions
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Purchasing Drivers in Scented Products
- Iconic perfumes can help consumers express their identity
- Figure 30: Purchasing drivers in scented products – Selected item, by age, 2022
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- Figure 31: Chanel Nº5 and Eau de Cologne 4711
- Young men show interest in perfumes that can be shared with their partners
- Figure 32: Purchasing drivers in scented products – Selected item, by gender and age group, 2022
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- Figure 33: Carolina Herrera launches Gold Fantasy collection for Good Girl and Bad Boy perfumes, 2022
- Figure 34: Dolce & Gabbana launches limited summer version of Light Blue, 2022
- Given the importance of fragrance experimentation, brands must continue to innovate in interactions with consumers
- Figure 35: Purchasing drivers in scented products – Selected item, by socioeconomic group, 2022
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- Figure 36: FOOPE offers a try-before-you-buy program
- Iconic perfumes can help consumers express their identity
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Innovations in Fragrances
- Parents would be willing to pay more for formulas that are safe for their children and the planet
- Figure 37: Innovations in fragrances – Selected item, by parental status, 2022
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- Figure 38: Perfumes for children with sustainable positioning, 2022
- Brands could further explore the potential of 100% natural perfumes
- Figure 39: Innovations in fragrances – Selected item, by student status, 2022
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- Figure 40: Perfumes with 100% natural formulas, 2022
- Perfumes with pheromones can meet demand for products linked to sexual health and wellbeing
- Figure 41: Interest in innovations – Selected item, by gender, 2022
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- Figure 42: Perfumes with pheromones, 2021 and 2022
- Parents would be willing to pay more for formulas that are safe for their children and the planet
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Behaviors toward Scented Products
- Customization evolves to products focused on women’s hormonal health
- Figure 43: Behaviors toward scented products – Selected item, by gender and age group, 2022
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- Figure 44: Women’s Wellbeing Kit from Tisserand Aromatherapy
- Seasonal scented candles can help create a more harmonious environment
- Figure 45: Behaviors toward scented products – Selected item, by usage of scented products, 2022
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- Figure 46: Scented candles from Casa Riachuelo, 2022
- Customization evolves to products focused on women’s hormonal health
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Appendix – Abbreviations
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Appendix – Market Size and Market Share
- Market size
- Figure 47: Retail sales of scented products, by value – Brazil, 2015-22
- Market share
- Figure 48: Leading companies’ market share in the retail sales of scented products, by value – Brazil, 2020-21
- Market size
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