Table of Contents
Executive Summary
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- The market
- A promising outlook for post-pandemic fragrance market
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- Figure 1: Forecast of value sales of fragrances, China, 2015-20
- Companies and brands
- International companies continue to dominate, while the market gets more crowded
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- Figure 2: Leading manufacturers’ share in value sales of fragrances, China, 2019 and 2020
- The consumer
- Gifting of fragrances steady after the COVID-19 outbreak
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- Figure 3: Purchase of fragranced products in the last six months, 2020 vs 2021
- The majority of users use fragrances regularly
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- Figure 4: Usage of fragranced products, 2021
- An online discovery and purchase journey for fragrances
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- Figure 5: Purchase channels of fragrances in the last six months, 2021
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- Figure 6: Things to do before buying new fragrances, 2021
- Natural ingredients are a more important purchase factor than the scent
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- Figure 7: Purchase factors of fragrances, 2021
- Chanel and Dior are consumers’ favourite fragrance brands
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- Figure 8: Favourite fragrance brands, 2021
- What we think
Issues and Insights
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- The online purchase journey calls for a new sensory vocabulary
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- Figure 9: Diptyque Impossible Bouquets collection, global, 2020
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- Figure 10: Jusbox Olfactive Melodies, US, 2021
- Figure 11: Molton Brown’s Fragrance Finder, global, 2021
- Accelerate education and transparency to fulfil consumer needs for clean fragrances
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- Figure 12: Calvin Klein CK Everyone Eau de Toilette, France, 2020
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- Figure 13: Example of The Fragrance Conservatory, US, 2020
- Figure 14: Examples of Corps Volatils fragrances, France, 2020
Market Size and Forecast
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- The fragrance category is poised to accelerate after COVID-19
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- Figure 15: Values sales of fragrances, China, 2016-20 (est)
- Figure 16: Forecast of value sales of fragrances, China, 2015-20
Market Drivers
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- The Chinese beauty market has quickly recovered from COVID-19
- A greater focus on emotional wellbeing will benefit the category
- Online channels continue to ring up big sales
- New transport solutions provide opportunities for foreign niche fragrances
- Cruelty-free brands will have a moment with regulations update
Market Share
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- L’Oréal and Estée Lauder outperform the market
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- Figure 17: Leading manufacturers’ share in value sales of fragrances, China, 2019 and 2020
- Newcomers slip in
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- Figure 18: Byredo store in Shenzhen The MixC, China, 2020
- Local brand Boitown is expected to make it into the top 10
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- Figure 19: New fragrance launches from Boitown, China, 2020
Competitive Strategies
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- Market leaders maintained new fragrance launches during COVID-19
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- Figure 20: New fragrance launches from market leaders, China, 2020
- Prestige brands renew the importance of physical retail space
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- Figure 21: Kilian and Editions de Parfums Frédéric Malle stores in Shanghai, China, 2020
- Figure 22: Juliette Has A Gun event in Bonnie&Clyde, China, 2020
- New local brands emerge to foster younger fragrance users
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- Figure 23: Scentooze Eau de Parfum, China, 2020-21
- Figure 24: Young Beast Sweetened Bean Taste Eau de Parfum, China, 2020
- Packaging features illustration art to elevate brand image
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- Figure 25: New fragrance launches with packaging featuring illustration art, China, 2020
Launch Activity and Innovation
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- Unisex fragrances are quickly emerging in China
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- Figure 26: New fragrance launches, by sub-category, China, 2018-20
- Natural, sustainable fragrances are trending
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- Figure 27: Top claims of new fragrance launches, China, 2018-20
- Figure 28: Sephora Do Not Drink Eau de Parfum, US, 2020
- Seasonal launches are on the rise
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- Figure 29: New fragrance launches with a seasonal claim, China, 2020
- Prestige brands launch haute couture fragrances
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- Figure 30: Examples of haute couture fragrance from Gucci and Armani, China, 2020
- More local beauty brands tap into fragrances
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- Figure 31: Examples of new fragrance launches from local beauty brands, China, 2020
- Innovation highlights
- Scents for travel-deprived consumers
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- Figure 32: The Nue Co Forest Lungs and Aman AYOM Eau de Parfum, UK, 2020
- Scents for face masks
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- Figure 33: Examples of fragrances for face masks, US and France, 2021
- A modern approach to production and distribution
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- Figure 34: Examples of fragrances launched as seasonal drops, UK, 2020
- Innovative packaging offers personalised experience on the spot
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- Figure 35: Examples of fragrances with innovative packaging, France and UK, 2020-21
Purchase of Fragrances
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- Purchase of fragrances for personal use dips, but gifting holds steady
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- Figure 36: Purchase of fragranced products in the last six months, 2021
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- Figure 37: Purchase of fragranced products in the last six months, 2020 vs 2021
- Gift givers don’t use fragrances themselves
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- Figure 38: Purchase of fragranced products in the last six months – Perfume in full-size, 2021
- Men drive gifting of fragrances, while young women buy more for themselves
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- Figure 39: Purchase of fragranced products in the last six months – Perfume in full-size, by gender and age, 2020 vs 2021
- Tier one city consumers are more likely to buy for themselves than lower tier cities’ urbanites
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- Figure 40: Purchase of fragranced products in the last six months – Perfume, by city tier, 2021
Usage of Fragrances
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- Over half of users use fragrances regularly
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- Figure 41: Usage of fragranced products, 2021
- Men tend to become occasional users of fragrances
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- Figure 42: Usage of fragranced products – Perfume, by gender, 2019 vs 2021
- Women over 30 are more likely to be regular users
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- Figure 43: Usage of fragranced products – Perfume, by gender and age, 2021
Purchase Channels
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- Purchase of fragrances has been shifting online…
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- Figure 44: Purchase channels of fragrances in the last six months, 2021
- …regardless of shopping for personal use or gifting
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- Figure 45: Purchase channels of fragrances in the last six months, by purchase of full-sized perfumes, 2021
- About one third has shopped in duty-free channels
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- Figure 46: Purchase channels of fragrances in the last six months – Duty-free channels, by gender and age, 2021
- Women shop in more channels than men
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- Figure 47: Purchase channels of fragrances in the last six months, by gender, 2021
- Young women have different priorities
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- Figure 48: Purchase channels of fragrances in the last six months, female, by age, 2021
Purchase Journey
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- Online product reviews are more important than product trials
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- Figure 49: Things to do before buying new fragrances, 2021
- Women value product trials more than men
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- Figure 50: Things to do before buying new fragrances, by gender, 2021
- Young consumers are more likely to trust recommendations
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- Figure 51: Things to do before buying new fragrances, female, by age, 2021
- Figure 52: Things to do before buying new fragrances, male, by age, 2021
- Sales assistants can suggest gifting ideas
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- Figure 53: Things to do before buying new fragrances, by purchase of full-sized perfumes, 2021
Purchase Factors
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- Natural ingredients come before scent and brand image
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- Figure 54: Purchase factors of fragrances, 2021
- Consumers still prioritise scents over stories
- About one third thinks gender-specific is important
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- Figure 55: Purchase factors of fragrances – Gender specific, by demographics, 2021
- Fragrance notes more important to women while men prioritise long-lasting benefit
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- Figure 56: Purchase factors of fragrances – TURF analysis, female, 2021
- Figure 57: Purchase factors of fragrances – TURF analysis, male, 2021
- Young consumers take more factors into account
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- Figure 58: Purchase factors of fragrances, by age, 2021
Favourite Fragrance Brands
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- Chanel and Dior take the lead in consumer preference
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- Figure 59: Favourite fragrance brands, 2021
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- Figure 60: Favourite fragrance brands – Chanel and Dior, by demographics, 2021
Appendix – Market Size and Forecast
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- Figure 61: Value sales of fragrances, China, 2015-25
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Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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