Table of Contents
Issues in the Market
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- Key themes
- Definition
- Bodysprays
- Retailer definition
Future Opportunities
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- Talk it up
- Bringing the perfumer into the spotlight
Market in Brief
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- Recession spurs frugal attitude towards scent use
- Industry adopts prudent measures
- Excitement is driving the market
- Online impact
- Younger men are buying for themselves
Internal Market Environment
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- Key points
- Attitudes of fragrance wearers
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- Figure 1: Trends in attitudes towards personal appearance, 2005-09
- Sex appeal drives scent use
- Scents of confidence through recession
- Men cut down rather than cut out scent in tough times
- Positive outlook for 15-24s
- Men’s media
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- Figure 2: UK indexed sales of men’s magazines, by volume and value, 2005-10
- Figure 3: UK segmentation of men’s magazines, % by value sales, 2009
- Online and educated
Broader Market Environment
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- Key points
- Demographic trends
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- Figure 4: Trends in the age structure of the UK male population, 2005-15
- The future smells good for 25-34s
- Scented silver shoppers
- Marital status and effects on purchasing
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- Figure 5: Marital status of men in the UK, by age, 2009
- The impact of employment
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- Figure 6: Employment and unemployment among men, 2005-15
- Recession hits men hardest
- Price but also ‘value’ are key purchase triggers
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation by sector
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- Figure 7: New launch activity in men’s fragrances within the context of innovation in the men’s grooming sector, 2005-10
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- Figure 8: New launch activity in men’s fragrances within the context of innovation in fragrances, 2005-10
- Quality over quantity
- The creative impact of Armani Code and Paco Rabanne 1 Million
- Innovation by company
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- Figure 9: Leading men’s fragrance companies, by launch activity, top ten*, 2005-10
- Niche gets a grip
- Celebrity scents less popular with men
- Product claims
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- Figure 10: Leading positioning of new launches within men’s fragrances, January-April 2010
- Packaging innovation
- Once upon a perfumer
Competitive Context
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- Key points
- Market value in context
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- Figure 11: UK retail value sales of men’s fragrances, men’s grooming products and women’s fragrances, 2005-09
- Mixing masculine and feminine elements
Market Size and Forecast
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- Key points
- Growth slows as recession grips
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- Figure 12: UK value sales of men’s fragrances, at current and constant prices, 2005-15
- The Lynx effect
- Looking to the future
Segment Performance
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- Key points
- Mass streamlines
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- Figure 13: UK retail value sales of men’s fragrances, by sector, 2005-10
- Premium strengthens
- Coffrets fall out of favour
Market Share
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- Key points
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- Figure 14: Manufacturers/distributors’ shares in men’s fragrances, 2008-10
- Puig's gold standard
- Unilever flies Dove while Lynx falls
Companies and Products
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- Major players
- Chanel
- Coty
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- Figure 15: Coty men’s fragrances – new products, May 2009-April 2010
- Estée Lauder Companies
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- Figure 16: Estée Lauder men’s fragrances – new products, May 2009-April 2010
- Kenneth Green Associates
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- Figure 17: KGA men’s fragrances – new products, May 2009-April 2010
- L’Oréal
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- Figure 18: L’Oréal men’s fragrances – new products, May 2009-April 2010
- LVMH
- Procter & Gamble
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- Figure 19: P&G men’s fragrances – new products, May 2009-April 2010
Brand Elements
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- Key points
- Brand map
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- Figure 20: Attitudes towards and usage of men’s fragrance brands, July 2010
- Brand qualities of men’s fragrance brands
- Style and cool biggest men’s considerations
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- Figure 21: Personalities of various men’s fragrance brands, July 2010
- Experience of men’s fragrance brands
- Everyday brands most widely used
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- Figure 22: Consumer usage of various men’s fragrance brands, June 2010
- Brand consideration for men’s fragrance brands
- Upmarket brands most considered
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- Figure 23: Consideration of various men’s fragrance brands, July 2010
- Brand satisfaction for men’s fragrance brands
- cK one has highest satisfaction, L’eau D’Issey has draw
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- Figure 24: Satisfaction with various men’s fragrance brands, July 2010
- Brand commitment to men’s fragrance brands
- Calvin Klein has highest commitment
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- Figure 25: Commitment to various men’s fragrance brands, July 2010
- Brand intentions for men’s fragrance brands
- Code and cK one have highest retention
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- Figure 26: Future usage intentions for various men’s fragrance brands, July 2010
- Brand recommendation for men’s fragrance brands
- Designer brands overall less recommended
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- Figure 27: Recommendation of various men’s fragrance brands, July 2010
- Armani Code
- What the consumer thinks
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- Figure 28: Attitudes towards the Armani Code brand, July 2010
- Allure Homme Sport
- What the consumer thinks
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- Figure 29: Attitudes towards the Allure Homme Sport brand, July 2010
- Jean Paul Gaultier Le Male
- What the consumer thinks
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- Figure 30: Attitudes towards the Jean Paul Gaultier Le Male brand, July 2010
- Paco Rabanne 1 Million
- What the consumer thinks
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- Figure 31: Attitudes towards the Paco Rabanne 1 Million brand, July 2010
- Calvin Klein cK one
- What the consumer thinks
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- Figure 32: Attitudes towards the Calvin Klein cK one brand, July 2010
Brand Communication and Promotion
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- Key points
- Topline spend
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- Figure 33: Above-the-line advertising expenditure on men’s fragrances, 2006-10
- Mass vs premium
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- Figure 34: Adspend on mass and premium men’s fragrances, 2006-10
- The leading advertisers
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- Figure 35: Main monitored advertising expenditure on men’s fragrances – companies spending £4 million or more during 2006-10
- Digital marketing campaigns
- Old Spice viral video campaign
- Sampling for the future
- Refreshing Gift with Purchase
Channels to Market
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- Key points
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- Figure 36: Retail distribution of men’s fragrances, 2008-10
- Boots goes the extra mile
- A nose for a bargain
- The Perfume Shop
- The Fragrance Shop
- Recession kills off Passion...
- ...but doesn't stop the Next
- Tesco sprays the way ahead for groceries
- Department stores
- Online innovations
The Consumer – Usage and Frequency
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- Key points
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- Figure 37: Trends in penetration and frequency of using aftershave/male fragrance, 2005-09
- Youth holds the key
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- Figure 38: Most valuable consumers for volume sales of fragrances*, by age, socio-economic group and working status, 2009
- Change in attitude for men over 35
- Wearing occasions
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- Figure 39: Attitudes towards wearing fragrance, March 2010
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- Figure 40: Wear different fragrances and never leave home without fragrance, by age, March 2010
Fragrance Ownership
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- Key points
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- Figure 41: Number of bottles of fragrance owned amongst men, March 2010
- Netting fragrance users
- Midlife and scent-less
- Frequency of use by fragrances owned
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- Figure 42: Frequency of using fragrances owned amongst men, March 2010
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- Figure 43: Frequency of using fragrances owned amongst men, by repertoire, March 2010
- Routine measures
Purchase Occasions and Place of Purchase
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- Key points
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- Figure 44: Purchasing of men’s fragrances, March 2010
- Scots are top gifters
- Men who please themselves
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- Figure 45: Key purchasing occasions for men’s fragrances, March 2010
- Gift buying and the internet
- Place of purchase
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- Figure 46: Shops used to buy fragrance, March 2010
- Internet overtakes department stores
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- Figure 47: Buying fragrance from high street chemist, department stores and online, by age, March 2010
The Consumer – Attitudes towards Fragrances
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- Key points
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- Figure 48: Attitudes towards fragrances, March 2010
- The price is right
- Who buys celebrity scents?
Target Groups
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- Key points
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- Figure 49: Marketing targets for men’s fragrances, March 2010
- Experimenters (32%)
- Cautious Enthusiasts (25%)
- Reluctants (43%)
Appendix – Internal Market Environment
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- Figure 50: Trends in attitudes towards personal appearance, by use of fragrance, 2005-09
- Sex appeal drives scent use
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- Figure 51: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
- Figure 52: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
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- Figure 53: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
- Figure 54: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
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- Figure 55: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
- Figure 56: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
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Appendix – Usage and Frequency
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- Figure 57: Penetration and frequency of using aftershave/male fragrance, by demographics, 2009
- Wearing occasions
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- Figure 58: Most popular occasions on which to wear fragrances, by demographics, March 2010
- Figure 59: Next most popular occasions on which to wear fragrances, by demographics, March 2010
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Appendix – Fragrance Ownership
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- Figure 60: Number of bottles of fragrance owned amongst men, by demographics, March 2010
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Appendix – Frequency of Use Amongst Fragrances Owned
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- Figure 61: Purchasing of men’s fragrances, by demographics, March 2010
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Appendix – Place of Purchase
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- Figure 62: Shops used to buy fragrance, by demographics, March 2010
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Appendix – Attitudes towards Fragrances
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- Figure 63: Most popular attitudes towards fragrances, by demographics, March 2010
- Figure 64: Next most popular attitudes towards fragrances, by demographics, March 2010
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Appendix – Target Groups
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- Figure 65: Target groups, by demographics, March 2010
- Figure 66: Attitudes towards fragrances, by target groups, March 2010
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- Figure 67: Occasions on which to wear fragrances, by target groups, March 2010
- Figure 68: Number of bottles of fragrance owned amongst men, by target groups, March 2010
- Figure 69: Frequency of use of fragrances owned amongst men, by target groups, March 2010
- Figure 70: Shops used to buy fragrance, by target groups, March 2010
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