Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Projected sales gains since the recession
- Men’s gains largely responsible for the growth in the FDMx market
- Lack of new products may be cause for slow women’s sales
- FDMx fragrance leaders’ sales fluctuate, but no change in market position
- Use of fragrance on the rise
- Aftershave and cologne lead men’s fragrance choice
- Body spray and eau de parfum top women’s list of preferred formats
- Projected increases in black and Hispanic populations good for industry growth
- Drug stores remain the top FDMx outlet for fragrance sales
- Other FDMx projected to post the strongest channel gains
- Number of celebrity fragrances grow, but impact is limited
- Brand loyalty a struggle to market
- Competition for the fragrance industry grows
- Fragrance sensitivity, high price, and general lack of interest hinder market
- Economic uncertainty driving innovation
- Marketing efforts should be expanded to include more interactivity
Insights and Opportunities
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- The sweet smell of branding
- Experience of fragrance
- Functional fragrances
- Fragrance stations
Inspire Insights
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- Trend: Retired for Hire
- Trend: Cool Vending
Market Size and Forecast
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- Key points
- Sales recover in 2010-11
- Unclear economic outlook
- Fragrance market size and forecast
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- Figure 1: Total U.S. retail sales and forecast of fragrances, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of fragrances, at inflation-adjusted prices, 2006-16
- Figure 3: Total FDMx sales and forecast of fragrances, at current prices, 2006-16
- Fan chart forecast
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- Figure 4: FDMx sales and fan chart forecast of market, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Population shifts provide opportunities for the fragrance market
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- Figure 5: U.S. male population, by age, 2006-16
- From body sprays to perfume preferences
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- Figure 6: U.S. female population, by age, 2006-16
- Highly engaged black and Hispanic population on the rise
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- Figure 7: U.S. Population, by race/Hispanic origin, 2006-16
- Continued high unemployment could mean less fragrance purchases
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- Figure 8: Unemployment, January 2007-July 2011
- Median household income continues to decline
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- Figure 9: Median household income in inflation-adjusted dollars, 1999-2009
- Consumer confidence remains low
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- Figure 10: Consumer confidence index, Jan. 2007-May 2011
- Celebrity fragrances
Competitive Context
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- Deodorant gets rid of one smell, adds another
- Body care products expand through fragrance
- Even your clothes want to smell nice
- …and then there’s the growth of fragrance free
Segment Performance
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- Key points
- Men’s fragrance sales estimated to surpass women’s
- Sales of fragrances, by segment
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- Figure 11: U.S. FDMx sales of fragrances segmented by type, 2009 and 2011
Segment Performance—Women’s Fragrance
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- Key points
- Women’s fragrances expect further declines through FDMx channels
- Sales and forecast of women’s fragrance
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- Figure 12: U.S. FDMx sales and forecast of women’s fragrance, at current prices, 2006-16
Segment Performance—Men’s fragrance
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- Key points
- Focus on lower-price-point brands spelled segment success
- Sales and forecast of men’s fragrance
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- Figure 13: U.S. FDMx sales and forecast of men’s fragrance, at current prices, 2006-16
Retail Channels
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- Key points
- Slow growth is still growth
- Channel sales of fragrances
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- Figure 14: U.S. FDMx sales of fragrances, by retail channel, 2010 and 2011
Retail Channels—Drug stores
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- Key points
- High traffic goes high end
- Drug store sales of fragrances
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- Figure 15: Drug store sales of market, at current prices, 2006-11
Retail Channels—Other FDMx
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- Key points
- Growth in drug stores might also aid growth in other channels
- Other FDMx sales of fragrances
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- Figure 16: Other FDMx sales of market, at current prices, 2006-11
Leading Companies
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- Key points
- Men’s sector growth tempers losses in women’s fragrance
- Manufacturer sales of fragrances
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- Figure 17: Manufacturer sales of fragrance market, 2010 and 2011
Brand Share—Men’s Fragrances
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- Key points
- Men’s fragrance market surpasses women’s
- Unilever leads the market
- Coty and L’Oréal struggle
- Procter & Gamble posts the biggest gains in FDMx
- Manufacturer sales of men’s fragrances
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- Figure 18: FDMx sales of men’s fragrances, 2010 and 2011
Brand Share—Women’s Fragrances
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- Key points
- Women’s fragrance market stagnates
- Coty Beauty struggles in FDMx
- Elizabeth Arden Inc. holds steady
- Parfums De Coeur declines
- Keeping an eye on private label
- Manufacturer sales of women’s fragrances
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- Figure 19: FDMx sales of women’s fragrances, 2010 and 2011
Innovations and Innovators
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- The U.S. fragrance market in 2011
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- Figure 20: U.S. fragrance market snapshot, January-August 2010 and 2011
- Reaching out to younger users
- Alternative delivery
- Smaller sizes
- A focus on luxury
- Innovative packaging
- Packaging extras
- The rise of the independents
- Giving back
Marketing Strategies
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- Overview of the brand landscape
- Industry stalwarts stick with what’s worked
- Calvin Klein
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- Figure 21: Brand analysis of CK One, 2011
- TV presence
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- Figure 22: Calvin Klein CK One, television ad, 2011
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- Figure 23: Calvin Klein Eternity, television ad, 2010
- Online initiatives
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- Figure 24: CK One Virtual box, August 2011
- Celebrity fragrances already famous
- Britney Spears Beauty
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- Figure 25: Brand analysis of Britney Spears Beauty, 2011
- TV presence
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- Figure 26: Britney Spears Fantasy Perfume, television ad, 2010
- Figure 27: Britney Spears Radiance, television ad, 2010
- Print and other: Wonderstruck
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- Figure 28: Taylor Swift designs own perfume for the ladies, July 2011
- Online initiatives: Reb’l Fleur by Rihanna
- Interactive fragrance experience
- Someday by Justin Bieber
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- Figure 29: Brand analysis of Someday by Justin Bieber, 2011
- TV presence
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- Figure 30: Justin Bieber Someday Fragrance, television ad, 2011
- Online initiatives
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- Figure 31: Justin Bieber Someday Fragrance, website, September 2011
- Figure 32: Someday iPhone app, August 2011
- Selling fragrance online
- Burberry
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- Figure 33: Burberry Body, Facebook page, September 2011
Fragrance Ownership
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- Key points
- Market sees strong participation, but maintains room for more
- Aftershave and cologne usage rates fairly equal, but vastly different audience
- Functional properties might drive growth in aftershave
- Body spray: growing a young market
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- Figure 34: Ownership of cologne, body spray, or aftershave among men, by age, Feb. 2010-March 2011
- Incidence of body spray usage sees large increase
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- Figure 35: Ownership of cologne, body spray, or aftershave among men, 2010 and 2011
- Low income not a deterrent to fragrance participation
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- Figure 36: Ownership of cologne, body spray, or aftershave among men, by household income, Feb. 2010-March 2011
- Women are more likely to consider price
- Encouraging exploration into more premium products
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- Figure 37: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, June 2011
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- Figure 38: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, June 2011
- Oldest consumers show least likely use of fragrances
- …while younger consumers may base use on price
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- Figure 39: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by age, June 2011
- Big spenders are the minority
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- Figure 40: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by household income, June 2011
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- Figure 41: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by region, June 2011
How Fragrance is Obtained
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- Key points
- The majority of consumers purchase a product for themselves
- Bringing the fragrance to the consumer
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- Figure 42: How fragrances were obtained by male fragrance owners, by age, June 2011
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- Figure 43: How fragrances were obtained by male fragrance owners, by household income, June 2011
Men’s Attitudes Toward Wearing Fragrances
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- Key points
- Older men drawn to versatility in one quality fragrance
- … whereas younger respondents interested in mixing it up
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- Figure 44: Male attitudes toward wearing fragrance, by age, June 2011
- Higher-income earners are more dynamic fragrance consumers
- … whereas lower-income earners play it safe
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- Figure 45: Male attitudes toward wearing fragrance, by household income, June 2011
- Almost half of male consumers indicate that fragrance is unnecessary
- Helping consumers find a fragrance they like
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- Figure 46: Male attitudes toward wearing fragrance, by age, June 2011
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- Figure 47: Male attitudes toward wearing fragrance, by household income, June 2011
Brand Loyalty
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- Key points
- Female fragrance users favor private label offerings and segment stalwarts
- …while men gravitate toward accessibility and value
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- Figure 48: Type of perfume used, by gender and age, Feb. 2010-March 2011
- Expansion of market limits brand loyalty
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- Figure 49: Level of female fragrance brand loyalty, by age, June 2011
- Figure 50: Level of female fragrance brand loyalty, by household income, June 2011
Reasons for Not Wearing Fragrances
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- Key points
- Opportunity for light fragrance variations
- Lack of interest may be the key to fragrance industry woes
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- Figure 51: Reasons women don't own or wear a fragrance, by age, June 2011
- Cost an issue for lower-income respondents
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- Figure 52: Reasons women don't own or wear a fragrance, by household income, June 2011
Impact of Race and Hispanic Origin
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- Key points
- Black and Hispanic men are active fragrance consumers
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- Figure 53: Ownership of cologne, body spray, or aftershave among men, by race/Hispanic origin, Feb. 2010-March 2011
- Figure 54: Type of perfume used, by race/Hispanic origin, Feb. 2010-March 2011
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- Figure 55: How fragrances were obtained by male fragrance owners, by race/Hispanic origin, June 2011
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- Figure 56: Male attitudes toward wearing fragrance, by race/Hispanic origin, June 2011
- Black and Hispanic women indicate above-average fragrance engagement
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- Figure 57: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by race/Hispanic origin, June 2011
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- Figure 58: Type of perfume used, by race/Hispanic origin, Feb. 2010-March 2011
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- Figure 59: Level of fragrance brand loyalty, by race/Hispanic origin, June 2011
Custom Consumer Groups
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- Key points
- Larger households have the strongest likelihood of fragrance ownership
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- Figure 60: Ownership of cologne, body spray, or aftershave among men, by household size, June 2011
- A fragrance for every lifestage
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- Figure 61: Ownership of cologne, body spray, or aftershave among men, by marital/relationship status, June 2011
- Unmarried men show greater flexibility in fragrance use
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- Figure 62: Male attitudes toward wearing fragrance, by marital status, June 2011
- A focus on the personal benefit of fragrance
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- Figure 63: Male attitudes toward wearing fragrance, by marital status, June 2011
Cluster Analysis
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- Eau de Free
- Characteristics
- Demographics
- Opportunity
- Body Lotioners
- Characteristics
- Demographics
- Opportunity
- Eau de Parfumed
- Characteristics
- Demographics
- Opportunity
- Cluster characteristic tables
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- Figure 64: Fragrance clusters, June 2011
- Figure 65: Own a fragrance, by fragrance clusters, June 2011
- Figure 66: Fragrances brand loyalty, by fragrance clusters, June 2011
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- Figure 67: Attributes that describe the attitude toward fragrance, by fragrance clusters, June 2011
- Cluster demographic tables
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- Figure 68: Fragrance clusters, by age, June 2011
- Figure 69: Fragrance clusters, by household income, June 2011
- Figure 70: Fragrance clusters, by race, June 2011
- Figure 71: Fragrance clusters, by Hispanic origin, June 2011
- Figure 72: Fragrance clusters, by education, June 2011
- Cluster methodology
Appendix—Trade Associations
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