Table of Contents
Executive Summary
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- Challenges
- Search for more information on chemicals should impact the market
- Laws and campaigns dealing with the usage of plastic straws raise discussions on packaging materials and sustainable alternatives
- eCommerce growth can impact the fragrance market
- Opportunities
- Scented products are used by 94% of consumers and influence the purchase of beauty and personal care items
- Greater concern with mental health has the potential to impact the fragrance market
- Customized fragrances have great potential in the Brazilian market
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- Figure 1: Interest in customized fragrances – Brazil, September 2019
- What we think
Market Drivers
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- Strong dollar can boost local brands and products
- Laws and campaigns dealing with the usage of plastic straws raise discussions on packaging materials and sustainable alternatives
- The new law on personal data protection needs to be considered when developing personalized fragrances
- Search for more information on chemicals should impact the market
- Greater concern with mental health has the potential to impact the fragrance market
- eCommerce growth can impact the fragrance market
- Natura closes acquisition of Avon and becomes the world’s fourth-largest beauty group
Key Players – What You Need to Know
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- Natura should lead market share in Brazil after the acquisition of Avon
- O Boticário perfume, developed with artificial intelligence in partnership with IBM, releases its first ad
- Skylar invests in online sales and transparency on the ingredients of its hypoallergenic fragrances
Market Share
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- Natura should lead market share in Brazil after the acquisition of Avon
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- Figure 2: Leading companies’ retail sales share of fragrances, by value – Brazil, 2017-18
Marketing Campaigns and Actions
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- O Boticário perfume, developed with artificial intelligence in partnership with IBM, releases its first ad
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- Figure 3: O Boticário campaign
- Focusing on sustainability, O Boticário launches perfumes made with sugarcane alcohol
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- Figure 4: Seja Como Flor and Nativa SPA Queen Vanilla
- L’Occitane au Brésil invited customers to choose the fragrance that would be launched at Christmas
- Natura promotes “offline day” for mom and dad influencers
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- Figure 5: Natura campaign
Who’s Innovating?
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- Investing in recycled and recyclable packaging can boost the perception of sustainability
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- Figure 6: Percentage of launches with “recycling” and “eco-friendly” claims in the categories of skincare, haircare, perfumes, deodorants and air fresheners – Brazil, January 2016-December 2018
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- Figure 7: Myro refillable deodorant
- Figure 8: Source Essentielle rechargeable packaging
- Figure 9: Source Essentielle refill machine
- Unisex perfumes need to gain more prominence within the category
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- Figure 10: Percentage of launches by gender indication, category of perfumery – Global and Brazil, January 2016-December 2018
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- Figure 11: “Beauty Without Bias” campaign
- Figure 12: Mercado Livre genderless section
Case Studies
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- Skylar invests in online sales and ingredient transparency for its hypoallergenic fragrances
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- Figure 13: Skylar kit
- Soon after launching her KKW collection of fragrances, Kim Kardashian was selling $1 million per minute
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- Figure 14: KKW Kimoji Cheery, Vibes and Peach
- Figure 15: Drew Barrymore post
The Consumer – What You Need to Know
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- Colognes with a floral scent and cooling effect can appeal to consumers in the Northeast region
- Deodorants with long-lasting fragrance can attract those who choose products based on scent
- Four attributes are most likely to be associated with a sustainable fragrance
- Customized fragrances based on DNA appeal to all socioeconomic groups
- Fragrances can gain space among women aged 45-54 by focusing on self-confidence
Usage of Scented Products and Favorite Scents
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- Scented products are used by 94% of Brazilians
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- Figure 16: Usage of scented products – Brazil, September 2019
- Colognes with a floral scent and cooling effect can appeal to consumers in the Northeast region
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- Figure 17: Usage of cologne, by region – Brazil, September 2019
- Facial skincare products for men can invest in fruity scents
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- Figure 18: Favorite scents, by gender – Brazil, September 2019
Fragrance Importance
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- Deodorants with long-lasting fragrance can attract those who choose products based on scent
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- Figure 19: Fragrance importance, deodorant – Brazil, September 2019
- Co-branding between recognized brands of fragrances and facial skincare products can attract consumers
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- Figure 20: Fragrance importance, facial skincare – Brazil, September 2019
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- Figure 21: Quasar kit
- Figure 22: Acqua di Gio kit
- Sustainable fragrances made with natural ingredients can invest in textures to attract consumers
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- Figure 23: Fragrance importance, perfume – Brazil, September 2019
Sustainability in Fragrance
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- Four attributes are most likely to be associated with a sustainable fragrance
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- Figure 24: TURF analysis, sustainability in fragrance – Brazil, September 2019
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- Figure 25: Ecoscent Compass explanatory video
- Men are more likely to associate sustainable fragrances with price and sophistication
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- Figure 26: Sustainability in fragrance, by gender – Brazil, September 2019
- Category has the challenge of demystifying perception among women aged 35+ that only fragrances with natural ingredients are sustainable
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- Figure 27: Sustainability in fragrance, by gender and age group – Brazil, September 2019
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- Figure 28: 60 seconds with Michelle Pfeiffer talking about the Henry Rose brand
Interest in Customized Fragrances
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- Fragrances developed based on individual preferences appeal to more than half of consumers in the category
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- Figure 29: Interest in customized fragrances – Brazil, September 2019
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- Figure 30: CODE Mee kit
- DIY kits that allow users to custom blend fragrances can boost interest in scented candles
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- Figure 31: Interest in customized fragrances, by the usage of scented candles – Brazil, September 2019
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- Figure 32: Customization of aromatic candles
- Figure 33: Test of fragrance
- Customized fragrances based on DNA appeal to all socioeconomic groups
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- Figure 34: Interest in customized fragrances, by socioeconomic group – Brazil, September 2019
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- Figure 35: Geneu kit
- Figure 36: 23andMe kits
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- Figure 37: MyHeritage kit
Attitudes toward Fragrance
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- Haircare products can invest in long-lasting fragrances and items that restore the fragrance throughout the day
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- Figure 38: Attitudes toward fragrance – Brazil, September 2019
- Makeup products can invest in sweet fragrances to attract women aged 16-34
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- Figure 39: Attitudes toward fragrance, by gender and age group – Brazil, September 2019
- Fragrances can gain space among women aged 45-54 by focusing on self-confidence
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- Figure 40: Attitudes toward fragrance, by gender and age group – Brazil, September 2019
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- Figure 41: Natura campaign
- Figure 42: #PowerofGrey campaign
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Market Share
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- Market size
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- Figure 43: Retail sales of fragrances, by value – Brazil, 2014-19
- Market share
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- Figure 44: Leading companies’ retail sales share of fragrances, by value – Brazil, 2017-18
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