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Men's Fragrances - UK - September 2010

ISSUES IN THE MARKET
Key themes
Definition
Bodysprays
Retailer definition
FUTURE OPPORTUNITIES
Talk it up
Bringing the perfumer into the spotlight
MARKET IN BRIEF
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
Key points
Attitudes of fragrance wearers
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
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
Key points
 DEMOGRAPHIC TRENDS
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
Figure 5: Marital status of men in the UK, by age, 2009
 THE IMPACT OF EMPLOYMENT
Figure 6: Employment and unemployment among men, 2005-15
Recession hits men hardest
Price but also ‘value’ are key purchase triggers
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Innovation by sector
Figure 7: New launch activity in men’s fragrances within the context of innovation in the men’s grooming sector, 2005-10
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
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
Figure 10: Leading positioning of new launches within men’s fragrances, January-April 2010
Packaging innovation
Once upon a perfumer
COMPETITIVE CONTEXT
Key points
Market value in context
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
Key points
Growth slows as recession grips
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
Key points
Mass streamlines
Figure 13: UK retail value sales of men’s fragrances, by sector, 2005-10
Premium strengthens
Coffrets fall out of favour
MARKET SHARE
Key points
Figure 14: Manufacturers/distributors’ shares in men’s fragrances, 2008-10
Puig's gold standard
Unilever flies Dove while Lynx falls
COMPANIES AND PRODUCTS
 MAJOR PLAYERS
Chanel
Coty
Figure 15: Coty men’s fragrances – new products, May 2009-April 2010
Estée Lauder Companies
Figure 16: Estée Lauder men’s fragrances – new products, May 2009-April 2010
Kenneth Green Associates
Figure 17: KGA men’s fragrances – new products, May 2009-April 2010
L’Oréal
Figure 18: L’Oréal men’s fragrances – new products, May 2009-April 2010
LVMH
Procter & Gamble
Figure 19: P&G men’s fragrances – new products, May 2009-April 2010
BRAND ELEMENTS
Key points
Brand map
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
Figure 21: Personalities of various men’s fragrance brands, July 2010
 EXPERIENCE OF MEN’S FRAGRANCE BRANDS
Everyday brands most widely used
Figure 22: Consumer usage of various men’s fragrance brands, June 2010
 BRAND CONSIDERATION FOR MEN’S FRAGRANCE BRANDS
Upmarket brands most considered
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
Figure 24: Satisfaction with various men’s fragrance brands, July 2010
 BRAND COMMITMENT TO MEN’S FRAGRANCE BRANDS
Calvin Klein has highest commitment
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
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
Figure 27: Recommendation of various men’s fragrance brands, July 2010
 ARMANI CODE
What the consumer thinks
Figure 28: Attitudes towards the Armani Code brand, July 2010
 ALLURE HOMME SPORT
What the consumer thinks
Figure 29: Attitudes towards the Allure Homme Sport brand, July 2010
 JEAN PAUL GAULTIER LE MALE
What the consumer thinks
Figure 30: Attitudes towards the Jean Paul Gaultier Le Male brand, July 2010
 PACO RABANNE 1 MILLION
What the consumer thinks
Figure 31: Attitudes towards the Paco Rabanne 1 Million brand, July 2010
 CALVIN KLEIN CK ONE
What the consumer thinks
Figure 32: Attitudes towards the Calvin Klein cK one brand, July 2010
BRAND COMMUNICATION AND PROMOTION
Key points
Topline spend
Figure 33: Above-the-line advertising expenditure on men’s fragrances, 2006-10
Mass vs premium
Figure 34: Adspend on mass and premium men’s fragrances, 2006-10
The leading advertisers
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
Key points
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
Key points
Figure 37: Trends in penetration and frequency of using aftershave/male fragrance, 2005-09
Youth holds the key
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
Figure 39: Attitudes towards wearing fragrance, March 2010
Figure 40: Wear different fragrances and never leave home without fragrance, by age, March 2010
FRAGRANCE OWNERSHIP
Key points
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
Figure 42: Frequency of using fragrances owned amongst men, March 2010
Figure 43: Frequency of using fragrances owned amongst men, by repertoire, March 2010
Routine measures
PURCHASE OCCASIONS AND PLACE OF PURCHASE
Key points
Figure 44: Purchasing of men’s fragrances, March 2010
Scots are top gifters
Men who please themselves
Figure 45: Key purchasing occasions for men’s fragrances, March 2010
Gift buying and the internet
 PLACE OF PURCHASE
Figure 46: Shops used to buy fragrance, March 2010
Internet overtakes department stores
Figure 47: Buying fragrance from high street chemist, department stores and online, by age, March 2010
THE CONSUMER – ATTITUDES TOWARDS FRAGRANCES
Key points
Figure 48: Attitudes towards fragrances, March 2010
The price is right
Who buys celebrity scents?
TARGET GROUPS
Key points
Figure 49: Marketing targets for men’s fragrances, March 2010
Experimenters (32%)
Cautious Enthusiasts (25%)
Reluctants (43%)
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 50: Trends in attitudes towards personal appearance, by use of fragrance, 2005-09
Sex appeal drives scent use
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
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
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
APPENDIX – USAGE AND FREQUENCY
Figure 57: Penetration and frequency of using aftershave/male fragrance, by demographics, 2009
 WEARING OCCASIONS
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
APPENDIX – FRAGRANCE OWNERSHIP
Figure 60: Number of bottles of fragrance owned amongst men, by demographics, March 2010
APPENDIX – FREQUENCY OF USE AMONGST FRAGRANCES OWNED
Figure 61: Purchasing of men’s fragrances, by demographics, March 2010
APPENDIX – PLACE OF PURCHASE
Figure 62: Shops used to buy fragrance, by demographics, March 2010
APPENDIX – ATTITUDES TOWARDS FRAGRANCES
Figure 63: Most popular attitudes towards fragrances, by demographics, March 2010
Figure 64: Next most popular attitudes towards fragrances, by demographics, March 2010
APPENDIX – TARGET GROUPS
Figure 65: Target groups, by demographics, March 2010
Figure 66: Attitudes towards fragrances, by target groups, March 2010
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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