Table of Contents
Executive Summary
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- The market
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- Figure 1: Brazil retail sales of fragrances, total, 2009-19
- Companies, brands, and innovations
- O Boticário and luxury brands boosted the market in 2013
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- Figure 2: Leading brands’ shares in the Brazil retail fragrance market, 2012-13
- The consumer
- Usage habits determine the relationship between consumers and the category
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- Figure 3: Reasons for wearing fragrances, April 2004
- Just over one in five Brazilians can identify different types of fragrances
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- Figure 4: Knowledge of fragrances, April 2014
- Brazilian consumers want to have access to what is new in the category
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- Figure 5: Reasons for buying a fragrance, April 2014
- Experimentation and a desire to know more about the category suggest independent consumers
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- Figure 6: General attitudes regarding fragrances, April 2014
- What we think
Issues and Insights
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- Brazilian manufacturers could invest more in luxury fragrances
- The facts
- The implications
- Consumers who like wearing different fragrances tend to find national fragrances lighter than imported ones
- The facts
- The implications
Trend Application
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- Extend My Brand
- Make It Mine
Who is Innovating?
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- Key points
- Femininity and sustainability are recurring attributes used by the category in Brazil
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- Figure 7: market share of the top ten claims used in fragrances in the total launch of new products of the category in Brazil, 2009-13
- Recent launches linked to special dates and inspired by different feelings and sensations stand out in the category
- Limited editions, on-the-go and functional variants are becoming increasingly popular among Brazilian consumers
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- Figure 8: market share of the top claims used in fragrances in the total launch of new products of the category in Brazil and selected countries, 2009-13
Market and Forecast
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- Key points
- The category experienced a 2% growth in 2013, mainly due to higher prices
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- Figure 9: Brazil retail sales of fragrances, total, in R$ m, 2007-13
- Figure 10: Brazil retail sales of fragrances, total and segments, in R$ m, 2012-13
- More competitors, brands, and channels will boost sales in the coming years
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- Figure 11: Brazil retail sales of fragrances, total, 2009-19
- Figure 12: Brazil retail sales of fragrances, total, 2009-19
- Factors used in the forecast
Market Share
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- Key points
- Sales in 2013 were boosted by O Boticário and luxury brands
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- Figure 13: Leading brands’ shares in the Brazil retail fragrance market, 2012-13
Companies and Brands
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- Grupo Boticário – O Boticário
- General information
- Main fragrance brands
- Most recent advertising and marketing campaigns
- Natura Cosméticos
- General information
- Main fragrance brands
- Most recent advertising and marketing campaigns
The Consumer – Habits and Reasons for Wearing Fragrances
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- Key points
- Almost all Brazilians wear fragrances, but not all wear them frequently
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- Figure 14: Reasons for wearing fragrances, April 2004
- Usage habit determines consumers’ relationship with the category
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- Figure 15: Selected attitudes toward fragrances, by selected reasons for wearing fragrances, April 2014
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- Figure 16: Selected attitudes toward fragrances, by selected reasons for using fragrances, April 2014
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- Figure 17: Selected attributes related to knowledge about fragrances, by selected attitudes toward fragrances, April 2014
- The implications
- Fragrances positioned to make consumers feel more attractive are appealing to young and middle-aged adults
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- Figure 18: "I feel more attractive when I’m wearing a fragrance" – Reasons for wearing fragrances, by gender and age, April 2014
- Consumers who wear fragrances to feel more attractive tend to value more innovations than brand
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- Figure 19: Selected attitudes toward fragrances by all and by reason for wearing fragrances – "I feel more attractive when I’m wearing a fragrance,” April 2014
- The implications
The Consumer – Knowledge of Fragrances
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- Key points
- Just over one in five Brazilians are able to identify different types of fragrances
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- Figure 20: Knowledge of fragrances, April 2014
- The implications
- Price and the habit of wearing the same type of fragrance is an obstacle for the category to attract C2DE consumers
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- Figure 21: Knowledge of fragrances, selected attributes, by socioeconomic group, April 2014
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- Figure 22: Selected attitudes toward fragrances, by socioeconomic groups, April 2014
- The implications
The Consumer – Reasons for Buying Fragrances
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- Key points
- Brazilians want to have access to new category products
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- Figure 23: Reasons for buying a fragrance, April 2014
- The implications
- Consumers who like trying out samples wish to understand innovations before buying them
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- Figure 24: Knowledge of fragrances, selected attributes, by all and by reason for buying fragrances – "I had tried a sample or tester before,” April 2014
- The implications
The Consumer – Attitudes toward Fragrances
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- Key points
- Experimentation and a desire to know more about the category suggest independent consumers
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- Figure 25: Attitudes toward fragrances, April 2014
- The implications
- “Difficulty in finding a fragrance I like” is directly linked to the need for fragrances to be targeted at specific consumer profiles
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- Figure 26: Attitude “It’s difficult to find a fragrance I like,” by age and gender, April 2014
- The implications
Appendix – Market and Forecast
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- Figure 27: Best and worst case scenarios for the fragrance market, in the retail trade, 2014-19
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Appendix – Reasons for Wearing Fragrances
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- Figure 28: Reasons for wearing fragrances, April 2014
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- Figure 29: Reasons for wearing fragrances, by demographics, April 2014
- Figure 30: Reasons for wearing fragrances, by demographics, April 2014 (cont.)
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Appendix – Reasons for Buying Fragrances
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- Figure 31: Reasons for buying fragrances, Abril 2014
- Figure 32: Reasons for buying fragrances, by demographics, April 2014
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- Figure 33: Reasons for buying fragrances, by demographics, April 2014 (cont.)
- Figure 34: Reasons for buying fragrances, by demographics, April 2014 (cont.)
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Appendix – Knowledge of Fragrances
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- Figure 35: Knowledge of fragrances, April 2014
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- Figure 36: Knowledge of fragrances, by demographics, April 2014
- Figure 37: Knowledge of fragrances, by demographics, April 2014 (cont.)
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Appendix – Attitudes toward Fragrances
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- Figure 38: Attitudes toward fragrances, April 2014
- Figure 39: Attitudes toward fragrances, by demographics, April 2014
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- Figure 40: Attitudes toward fragrances, by demographics, April 2014 (cont.)
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