THE WOMEN’S FRAGRANCE market in the Big 5 had a very successful 2010 with France, Germany, Italy and the UK
making gains in value terms. At press time,
results from Spain were unavailable. This
unequivocal success story is welcome news
indeed in a market where products often
come at a premium price and where big
savings can be made in one fell swoop if
people want to economize. This positive activity shows that customers’ faith in the category, and the past year has given them a
renewed sense of optimism.
Women will not forego their fragrances
even when times are tough as they feel that
scent is one luxury that they cannot do
without. France, in particular, has a long
history with scent, and German consumers
are increasingly championing home grown
brands. In Italy, fashion and fragrance go
hand in hand and there is a close link between the two industries. The UK is often
used as a springboard for launches when
U.S. brands gauge how well the scents will
be received in the rest of Europe.
Fragrance à la France
According to The NPD Group’s latest figures, the French women’s fragrance market
has seen overall growth of 4% between
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2006-2010 when it came
to value sales, totalling
nearly $1.6 billion in
2010 alone. On the other
hand, volume sales declined 6% over the
same period although the
total in 2010
to be 22. 5
still a respectable figure.
is still the
most popular type of
scent in the women’s fragrance market in
the country with many French women
choosing to spend a good proportion of
their fragrance budget on it.
This is a point proven by the fact that
the Premium Puig fragrance, Lady Million, has been a best seller in France since
it was launched last year. Since it debuted
last summer, it now accounts for a 2.6%
share of the French women’s fragrance
market, which is quite an achievement for
just one scent.
At the end of 2010 Lady Million was
ranked as the 13th most popular fragrance
in the country, and its success has been
largely buoyed by its male predecessor,
which was also a best seller when it arrived
a couple of years earlier.
German customers are increasingly supporting their domestic fragrance sector with
top fragrance house Mäurer and Wirtz
spearheading this charge with a couple of
key scent debuts in the past year.
Firstly, from German fashion house
s.Oliver came Superior—which included a
scent for men and women. Superior for
women is billed as“a self confident and alluring scent composition” and has rich
notes of wood with a heart of tangy tangerine, grapefruit and passionfruit and top
notes of orchid, freesia and plum. The fragrance is housed in a heavy glass bottle to
symbolize opulence and sensuality.
Another scent of note came from Mistral, which rolled out Mistral Female last
summer. This scent exudes a top note of
fruity bergamot, cassis and grapefruit, with
jasmine and rose at the heart and cedar-wood and tonka bean at the base.
The initial launch of Jimmy Choo’s scent made a big splash in the UK.
Spraying at Home
The women’s fragrance market in Germany
is also doing well with figures from SymphonyIRI Germany showing that the
women’s fragrance market here grew 1.5%
to $1.51 billion in 2010. Volume sales were
also moving in the right direction, putting
on 1% to 51. 95 million units.
Although fans of international scents,
Italy showed even more promise last year
as sales rose 3.1% to $757 million, according to Unipro. Perfumery shops accounted for the majority of sales at $655
million, which demonstrates the power of