Table of Contents
Issues in the Market
-
- Key themes
- Definition
- Abbreviations
Future Opportunities
-
- Helping the young ones forge an identity
- What now?
- Turning over a new leaf
- Who am I?
Market in Brief
-
- Recession largely spares women’s fragrance
- An emphasis on perceived value
- Innovation revives perfumery
- Brand leaders
- Technology will shape the future of fragrance
Internal Market Environment
-
- Key points
- Attitudes of fragrance wearers
-
- Figure 1: Trends in attitudes towards personal appearance, by female users of perfume and eau de toilette, 2005-09
- A fragrant boost in times of recession
- The Web 2.0 consumer
- Perceived value is key
- Celebrities still secure sales
- Women’s media
-
- Figure 2: UK retail sales of women’s magazines, by value and volume, 2005-10
- The Scenternet
Broader Market Environment
-
- Key points
- Demographic trends
-
- Figure 3: Trends in the age structure of the UK female population, 2005-15
- Meet the targets of the future
- Older opportunity knocks
- The impact of employment
-
- Figure 4: Employment and unemployment among women, 2005-15
- A backdrop of volatility
Competitive Context
-
- Key points
- Market value in context
-
- Figure 5: UK retail value sales of selected cosmetics and toiletries, by sector, 2005-09
- Mixing masculine and feminine elements
- “Unisex” label is dated
- Colour cosmetics is most dynamic in beauty
-
- Figure 6: Women’s fragrances as % of all new product launches, 2005-10
- Scent retailing
- Rekindling dwindling interest
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Fragrance innovation
-
- Figure 7: New launch activity in women’s fragrances as % of total innovation in fragrances, 2005-10
- Newness is not enough
- Headspace research
- Solid scents
- Innovation by company
-
- Figure 8: New launch activity within women’s fragrances, % by company, top 10*, 2005-10
- The perfumer is the celebrity
- Creative collections
- Organic movement
- Packaging design
Market Size and Forecast
-
- Key points
-
- Figure 9: UK retail value sales of women’s fragrances, at current and constant prices, 2005-15
- A subdued market
- Future growth
Segment Performance
-
- Key points
-
- Figure 10: UK retail value sales of women’s fragrances, mass-market vs. premium, 2005-10
- Premium outpaces mass
- Coffret curtailment
- Scents of a celebrity slowdown?
- The rise of niche luxury
Market Share
-
- Key points
- Manufacturer shares
-
- Figure 11: Manufacturers/distributors’ shares in women’s fragrances, 2008-10
- YSL catapults L’Oréal into the lead
Companies and Products
-
- Chanel
- Coty
-
- Figure 12: Coty women’s fragrances – New products, May 2009-April 2010
- Elizabeth Arden
- Estée Lauder Companies
-
- Figure 13: Estée Lauder women’s fragrances – New products, May 2009-April 2010
- Kenneth Green Associates
-
- Figure 14: KGA women’s fragrances – Latest distribution activity, May 2009-April 2010
- L’Oréal
-
- Figure 15: L’Oréal women’s fragrances – New products, May 2009-April 2010
- LVMH
-
- Figure 16: LVMH women’s fragrances – New products, May 2009-April 2010
- Procter & Gamble
-
- Figure 17: P&G women’s fragrances – New products, May 2009-April 2010
Brand Elements
-
- Key points
- Brand map
-
- Figure 18: Attitudes towards and usage of women’s fragrance brands, June 2010
- Brand qualities of women’s fragrance brands
- Chanel for glamour and sophistication
-
- Figure 19: Personalities of various women’s fragrance brands, June 2010
- Experience of women’s fragrance brands
- No 5 most popular, but occasional use is the norm
-
- Figure 20: Consumer usage of various women’s fragrance brands, June 2010
- Brand consideration for women’s fragrance brands
- Fashion brands most considered, Britney Spears not for everyone
-
- Figure 21: Consideration of various women’s fragrance brands, June 2010
- Brand satisfaction for women’s fragrance brands
- Designer labels most satisfactory
-
- Figure 22: Satisfaction with various women’s fragrance brands, June 2010
- Brand commitment to women’s fragrance brands
- More accessible brands have greater loyalty
-
- Figure 23: Commitment to various women’s fragrance brands, June 2010
- Brand intentions for women’s fragrance brands
- ‘Classic’ fragrances have greater staying power
-
- Figure 24: Future usage intentions for various women’s fragrance brands, June 2010
- Brand recommendation for women’s fragrance brands
- Chanel and Dior most recommended
-
- Figure 25: Recommendation of various women’s fragrance brands, June 2010
- Dior J’adore
- What the consumer thinks
-
- Figure 26: Attitudes towards the Dior J’adore brand, June 2010
- Marc Jacobs Lola
- What the consumer thinks
-
- Figure 27: Attitudes towards the Marc Jacobs Lola brand, June 2010
- Britney Spears Fantasy
- What the consumer thinks
-
- Figure 28: Attitudes towards the Britney Spears Fantasy brand, June 2010
- Thierry Mugler Angel
- What the consumer thinks
-
- Figure 29: Attitudes towards the Thierry Mugler Angel brand, June 2010
- Chanel No 5
- What the consumer thinks
-
- Figure 30: Attitudes towards the Chanel No 5 brand, June 2010
Brand Communication and Promotion
-
- Key points
- Topline spend
-
- Figure 31: Above the line advertising expenditure on fragrances, 2006-10
- Figure 32: Adspend on women’s fragrances, by market positioning, 2005-10
- Recession hits adspend hard
- Making scents of sampling
- Advertising by company and brand
-
- Figure 33: Main monitored advertising expenditure on women’s fragrances, by companies spending £5m or more during 2006-10
- Procter & Gamble leads the big spenders
-
- Figure 34: Main monitored expenditure on women’s fragrances, by procter & Gamble brands, 2006-10
- Figure 35: Main monitored expenditure on women’s fragrances, by Coty Prestige UK brands, 2006-10
-
- Figure 36: Main monitored expenditure on women’s fragrances, by Parfums Christian Dior brands, 2006-10
- Figure 37: Main monitored expenditure on women’s fragrances, by selected other brands, 2006-10
- Promotions for the digital age
Channels to Market
-
- Key points
-
- Figure 38: UK retail sales of women’s fragrances, by outlet type, 2008-10
- Boots
- The Perfume Shop
- Tesco makes scents of grocery offer
- Direct sales stay steady
- Online offers
- When Passion is not enough
- ... but guess who’s Next
- Department stores lack direction
Usage and Frequency
-
- Key points
- Trends of usage
-
- Figure 39: Trends in penetration and frequency of using perfume and eau de toilette, 2005-09
- Young women remain key targets
-
- Figure 40: Most valuable consumers for volume sales of fragrances*, 2009
- Experimental 25-34-year-olds
- Recession hits usage
- Wearing occasions
-
- Figure 41: When fragrance is worn, March 2010
- No change for older women
-
- Figure 42: Wear different fragrances and never leave home without fragrance, by age, March 2010
- Every scent tells a story
Fragrance Ownership
-
- Key points
-
- Figure 43: Number of bottles of fragrance owned amongst women, March 2010
- Women on the web
- Enthusiastic Scots
- Celebrity scents still find their fans
- Frequency with which fragrances are used
-
- Figure 44: Frequency of using fragrances owned amongst women, March 2010
-
- Figure 45: Frequency of use of fragrances owned amongst women, March 2010
Purchasing Habits
-
- Key points
- Gifts make scents to men
-
- Figure 46: Purchasing of women’s fragrances, March 2010
- Scents of occasion
-
- Figure 47: Key purchasing occasions for women’s fragrances, March 2010
- Place of purchase
-
- Figure 48: Shops used to buy fragrances, March 2010
- Buy before you fly
- Online for the future
-
- Figure 49: Buying fragrance from department stores, online and specialist shops, by age, March 2010
Attitudes Towards Fragrances
-
- Key points
-
- Figure 50: Attitudes towards fragrances, March 2010
- The loyal family
- Variety is the spice of life
- Making scents of money
The Consumer – Target Groups
-
- Key points
-
- Figure 51: Consumer groups for fragrances, March 2010
- Signature Scenters (36% of women)
- Who are they?
- Natural Notes (31%)
- Who are they?
- Cautious Consumers (17%)
- Who are they?
- Fragrance Fanatics (17%)
- Who are they?
Appendix – Internal Market Environment
-
-
- Figure 52: Attitudes to personal appearance by users of perfume and eau de toilette, by demographics, 2009
- Figure 53: Attitudes to personal appearance by use of perfume and eau de toilette, by demographics, 2009
-
Appendix – Who’s Innovating?
-
-
- Figure 54: New launch activity in women’s fragrances wtihin the context of innovation in the women’s grooming sector, 2005-10
-
Appendix – Usage and Frequency
-
-
- Figure 55: Penetration and frequency of using perfume and eau de toilette, by demographics, 2009
- Wearing occasions
-
- Figure 56: Most popular occasions on which to wear fragrances, by demographics, March 2010
- Figure 57: Next most popular occasions on which to wear fragrances, by demographics, March 2010
-
Appendix – Fragrance Ownership
-
-
- Figure 58: Number of bottles of fragrance owned amongst women, by demographics, March 2010
-
Appendix – Purchasing Habits
-
-
- Figure 59: Number of purchasing occasions for women’s fragrances, March 2010
- Figure 60: Key purchase occasions, by whether fragrance has been bought or received, March 2010
-
- Figure 61: Purchasing of women’s fragrances, by demographics, March 2010
- Place of purchase
-
- Figure 62: Shops used to buy fragrances, by demographics, March 2010
-
Appendix – Attitudes Towards Fragrances
-
-
- Figure 63: Attitudes towards fragrances, by demographics, March 2010
-
Appendix – Target Groups
-
-
- Figure 64: Attitudes towards fragrances, by target groups, March 2010
- Figure 65: Occasions on which to wear fragrances, by target groups, March 2010
-
- Figure 66: Number of bottles of fragrance owned amongst women, by target groups, March 2010
- Figure 67: Key purchasing occasions for women’s fragrances, by target groups, March 2010
-
- Figure 68: Frequency of use of fragrances owned amongst women, by target groups, March 2010
- Figure 69: Shops used to buy fragrance, by target groups, March 2010
-
- Figure 70: Target groups, by demographics, March 2010
-
Back to top