“Brazilian fragrance wearers are experiencing a developing category, and are able to choose between national and imported products that are available either online, at physical stores, or through catalog sales representatives. These consumers are mostly interested in new launches and new brands. The category posted gains of approximately R$ 7 billion in 2013, a 2% increase compared to 2012, positive results, considering the current unstable economic climate, where prices are seven percentage points higher – a clear indication that consumers wish to keep the same level of consumption experienced in previous years. Exclusiveness, variety (of essences and concentration), and availability of information (from the simplest to the more complex) are some of the key elements for the success of the category in the country. It wasn’t a coincidence that an iconic fragrance brand chose a modern, independent, and passionate Brazilian model to star in its annual campaign. The Brazilian market is beginning to be seen as a stage to launch innovations and trends, since it’s at the forefront of world consumption of fragrances.”
– Sheila Salina, Senior Analyst

This report will answer the following key questions:

  • What are Brazilians’ main habits and reasons for wearing fragrances?

  • How much do Brazilians understand about fragrances (eg essence concentration and fragrance families)?

  • What are the top influencers when choosing a fragrance?

  • What are Brazilians’ attitudes toward usage and purchasing of fragrances?


This report covers information about current and future sales, innovation in product launches during the last five years, demographic profiles, and Brazilian consumers’ purchasing behaviors of fragrances.

Information about sales (retail and direct to consumers) and innovation refer to men’s, women’s, and unisex fragrances (included in the women’s segment) of parfum, eau de parfum, eau de toilette, eau de cologne, aftershave lotions, and deo cologne. It includes mid/large scale fragrances, as well as luxury fragrances.

Sales of women’s body sprays, shaving lotions, and children’s fragrances were not considered for this report.


ACSP Associação Comercial de São Paulo (Trade Association of São Paulo)
GNPD Global New Products Database
IPCA Índice de Preço ao Consumidor Amplo (Broad Consumer Price Index)
M Million
UEFA Union of European Football Associations
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