Table of Contents
Introduction
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- Products covered in this report
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- Figure 1: Product positioning
- Methodology
- Abbreviations
Executive Summary
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- Stagnant growth caused by low usage and slowdown in economy
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- Figure 2: China fragrance market, value sales, 2010-15
- Attracting the Mintropolitans will become the key to maintaining growth
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- Figure 3: Best -and worst-case forecast of China retail value sales of fragrance, 2010-20
- Luxury group brands continue their domination while Coty challenges
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- Figure 4: China fragrance market share, by value (%), 2014
- Low frequency of usage shows the importance of acquiring new buyers for gifting
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- Figure 5: Purchase in the past 12 months, June 2015
- 55% of non-buyers are users
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- Figure 6: Usage repertoire, by Purchase in the past 12 months, June 2015
- Smaller packaging to attract the more mass-market consumers
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- Figure 7: Spend on fragrance, June 2015
- Targeting travelling shoppers is critical for the gift-giving market
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- Figure 8: Purchase channel, by Purchase purpose, June 2015
- Go premium when targeting the gift-givers
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- Figure 9: Purchase motivation, June 2015
- Customisation becomes the future
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- Figure 10: Interest towards fragrance product/service, June 2015
- What we think
Issues and Insights
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- Low frequency of usage and market maturity show the importance of acquiring new buyers for gifting
- The facts
- The implications
- Creating premium packaging for gift-givers
- The facts
- The implications
- Customisation becomes the future
- The facts
- The implications
- Exclusive experience to capitalise on high income earners
- The facts
- The implications
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- Figure 11: Grasse-based fragrance house Fragonard, june 2015
Market Size and Forecast
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- Key points
- Market drivers
- Say goodbye to the original Chanel No.5
- Duty free retailing will become the battlefield to attract Chinese tourists
- Import tariff changes will have a positive impact on luxury fragrance brands
- Luxury brands need to rethink their pricing strategy against a falling RMB
- Stagnant growth caused by low usage and economic slowdown
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- Figure 12: China fragrance market, value sales, 2010-15
- Attracting the Mintropolitans is key to maintaining growth
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- Figure 13: Best- and worst-case forecast of China retail value sales of fragrance, 2010-20
- Forecast methodology
Market Share
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- Key points
- Luxury group brands continue their domination while Coty will challenge
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- Figure 14: China fragrance market share, by value (%), 2012-14
- Figure 15: La Petite Robe Noire Ma Robe Pétales Eau Fraîche, Q1 2015
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- Figure 16: Burberry Brit Rhythm for Her Eau de Toilette, Q2 2014
- Figure 17: Marc Jacobs Daisy Dream, Q4 2014
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- Figure 18: Frederic Malle Cologne Indélébile with Dominique ropion, Q1 2015
Companies and Brands
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- Chanel
- Recent news
- Recent launches
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- Figure 19: Chanel fragrance launches from 2007-15 (August)
- Campaigns
- Take your Chance
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- Figure 20: Chanel Chance Eau Vive Eau de Toilette, Q1 2015
- Coty
- Recent news
- Brand portfolio and major launches
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- Figure 21: Coty’s fragrance brand portfolio and major launch during 2014
- Campaigns
- Calvin Klein REVEAL
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- Figure 22: Calvin Klein Reveal, July 2014
- Miu Miu The First Fragrance
- L’Oréal
- Recent news
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- Figure 23: Lancôme La Vie est Belle Eau de Parfum, Q3 2012
- Brand portfolio and major launches
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- Figure 24: L’Oréal’s fragrance brand portfolio and major launches during 2014
- Campaigns
- Black Opium to attract younger generation
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- Figure 25: Yves Saint Laurent Black Opium Eau de Parfum, q2 2014
- LVMH
- Recent news
- Brand portfolio and major launches
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- Figure 26: Lvmh’s fragrance brand portfolio and major launch during 2014
- Campaigns
- The Future is Gold
- It’s Miss, Actually
- Johnny for Dior
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- Figure 27: Dior Eau Sauvage, relaunch 2015
- Dahlia Divin
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- Figure 28: Dahlia divin by Givenchy, September 2014
Who’s Innovating?
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- Key points
- Debut launches with big anticipation
- First fragrance from Miu Miu
- Alaïa Paris, the first perfume by Azzedine Alaïa
- Ari by Ariana Grande
- New Hermès home fragrance collection
- Louis Vuitton debut fragrance (2016)
- No ordinary packaging
- Spray the Teddy bear
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- Figure 29: Moschino Toy Eau de Toilette, Q4 2014
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- Figure 30: Byredo Oliver Peoples fragrance, Q2 2015
- A personalised bottle only for you
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- Figure 31: Guerlain Mon Exclusif Eau de Parfum, August 2015
- Experience is all
- Point Parfums Digital
- The Fragrance Bar
The Consumer – Buying Behaviour
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- Key points
- Low frequency of usage shows the importance of acquiring new buyers for gifting
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- Figure 32: Purchase in the past 12 months, June 2015
- Females are more likely to buy fragrance
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- Figure 33: Purchase in the past 12 months, by demographics, June 2015
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- Figure 34: Purchase in the past 12 months, by demographics, June 2015
- 57% bought fragrance as a gift
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- Figure 35: Purchase purpose, June 2015
- Acquire male buyers on gifting occasions
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- Figure 36: Purchase purpose, by demographics, June 2015
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- Figure 37: Dior J'adore Extrait de Parfum, q2 2014
The Consumer – Usage Behaviour
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- Key points
- 55% of non-buyers are users, suggesting market maturity
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- Figure 38: Usage repertoire, June 2015
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- Figure 39: Usage repertoire, by purchase in the past 12 months, June 2015
- Most users switch between 2-3 fragrances
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- Figure 40: Usage repertoire, June 2015
- Shh, a secret scent club
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- Figure 41: Fragrance– CHAID – Tree output, June 2015
- More personalisation experience for loyal users
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- Figure 42: Le Labo Limette 37 Eau de Parfum
The Consumer – Spending Behaviour
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- Key points
- Smaller packaging to attract the more mass market consumers
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- Figure 43: Spend on fragrance, June 2015
- Innovation in gifting packaging
The Consumer– Channel Usage Behaviour
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- Key points
- Offering immersive in-store experience is still relevant for fragrance
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- Figure 44: Purchase channel, June 2015 versus 2014
- Attracting male shoppers online
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- Figure 45: Purchase channel, by demographics, June 2015
- Targeting travelling shoppers is critical for gift-giving market
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- Figure 46: Purchase channel, by Purchase purpose, June 2015
- Innovative ways to attract new shoppers
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- Figure 47: Repertoire of purchase channel 2015 versus 2014
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- Figure 48: Marc Jacobs pop up stores in Covent garden, August 2014
The Consumer – Motivations for Buying Fragrance
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- Key points
- Go premium when targeting at the gift-givers
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- Figure 49: Purchase motivation, June 2015
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- Figure 50: purchase motivation, June 2015
- Experience is all
- Limited fragrance knowledge despite market maturity
The Consumer – Marketing Opportunities
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- Key points
- Customisation becomes the future
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- Figure 51: Interest in fragrance product/service, June 2015
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- Figure 52: Interest towards fragrance product/service, by demographics, June 2015
- Exclusive experience to capitalise on high income earners
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- Figure 53: Interest towards fragrance product/service, by demographics, June 2015
- Vintage is the new innovation
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- Figure 54: Hermès Le Jardin de Monsieur Li Eau de Toilette
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- Figure 55: Different application tools for perfume balm reflecting Chinese culture
The Consumer – Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 56: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
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- Figure 57: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
- Different ways of premiumisation for the Mintropolitans
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