Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- The fragrance market could innovate more
- Consumers should be better educated about fragrances
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- Figure 1: Attitudes toward fragrances, August 2018
- Older consumers believe fragrances are too personal to receive as a gift
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- Figure 2: Attitudes toward fragrances, August 2018
- Opportunities
- National inputs could help the market reduce the dollar impact
- Fragrance primers could help prolong the scent
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- Figure 3: Interest in innovations, August 2018
- Brands could invest in energizing fragrances for women
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- Figure 4: Interest in added benefits for fragrances, “energizing,” August 2018
- What we think
The Market – What You Need to Know
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- National brands play a big role in sales growth
- Economic and climate factors may influence the category
- Men’s fragrances with insect repellent open space for innovation
Market Size and Forecast
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- Expansion of sales channels may have influenced the retail growth
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- Figure 5: Retail sales of fragrances, by value – Brazil, 2013-23
- Figure 6: Forecast for the fragrance retail market, by value – Brazil, 2013-23
Market Drivers
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- High US dollar can encourage use of domestic ingredients
- Lighter fragrances offer opportunities, particularly in warmer regions
- Brands invest in fragrances for men in Brazil
- Diseases caused by mosquitoes can bring opportunities
Key Players – What You Need to Know
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- National brands invest in fragrances
- Brands invest in campaigns and well-known names to publicize new products
- Sustainability, relaxation, and seasonality are trending
Market Share
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- Boticário Group and Natura reinforce fragrance-based communications
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- Figure 7: Retail market share, fragrances, by value – Brazil, 2016-17
Marketing Campaigns and Actions
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- Avon launches a new fragrance for men
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- Figure 8: Avon campaign, June 2018
- O Boticário promotes new fragrances on Valentine’s Day
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- Figure 9: Boticário campaign, May 2018
- Floratta line increases its portfolio
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- Figure 10: Floratta campaign, March 2018
- Natura promotes Essencial Oud on the streets of São Paulo
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- Figure 11: Essential Oud campaign, May 2018
- Natura launches its new eau de parfum, Verum
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- Figure 12: Verum campaign, July 2018
- Eudora features Brazilian actress in a new campaign
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- Figure 13: Eudora campaign, March 2018
- Campaign shows Hinode fragrances
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- Figure 14: Hinode campaign, May 2018
Who’s Innovating?
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- Sustainable fragrances can appeal to consumers
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- Figure 15: Fragrance launches by selected claims, top five countries, and Brazil, January 2016-July 2018
- Fragrances can help consumers relax
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- Figure 16: Fragrance launches by “aromatherapy” claim, top five countries and Brazil, January 2016-July 2018
- Brands can develop seasonal fragrances for commemorative dates
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- Figure 17: Fragrance launches by “seasonal” claim, top five countries, January 2016-July 2018
The Consumer – What You Need to Know
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- Woody deo-parfum and customized hair fragrances bring opportunities
- Innovations can diversify the fragrance category
- Brands could add value to fragrances by offering new benefits
- There are opportunities for fragrances to be used on different occasions that have scents similar to imported ones
- Consumers still find it hard to choose a new fragrance that fits them
Fragrance Types Used
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- Deo-parfums with woody fragrance may appeal to men
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- Figure 18: Fragrance types used, August 2018
- There is space for customized hair fragrances
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- Figure 19: Fragrance types used, August 2018
Interest in Innovations
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- Fragrance primers could help prolong the scent
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- Figure 20: Interest in innovations, August 2018
- Home devices that release scents to suit the mood appeal to young women
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- Figure 21: Interest in innovations, by age among women, June 2018
- In-shower fragrances that moisturize the skin can bring innovation
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- Figure 22: Interest in innovations, August 2018
Interest in Added Benefits for Fragrances
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- Consumers may have an interest in fragrances with a cooling effect
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- Figure 23: Interest in added benefits for fragrances, August 2018
- Brands could invest in energizing fragrances for women
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- Figure 24: Interest in added benefits for fragrances, “energizing,” August 2018
- Many in the North-East have an interest in insect-repelling fragrances
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- Figure 25: Interest in added benefits for fragrances, “insect repelling,” August 2018
Fragrance Behaviors
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- Kits with fragrances for day and night can attract consumers
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- Figure 26: Fragrance behaviors, August 2018
- Some women have an interest in fragrances which have scents that are similar to imported ones
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- Figure 27: Fragrance behaviors, August 2018
Attitudes toward Fragrances
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- Consumers should be better educated about fragrances
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- Figure 28: Attitudes toward fragrances, August 2018
- Brands can attract consumers from the North-East with unisex fragrances
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- Figure 29: Attitudes toward fragrances, August 2018
- There are opportunities to attract older consumers who see fragrances as too personal to receive as a gift
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- Figure 30: Attitudes toward fragrances, August 2018
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 31: Retail sales of fragrances, by value – Brazil, 2013-23
- Figure 32: Forecast for the fragrance retail market, by value – Brazil, 2013-23
- Figure 33: Retail market share, fragrances, by value – Brazil, 2016-17
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