2015-10-13 09:39:17
What’s New in Fragrances for 2015?
2015-10-13 09:39:17
Fall is a popular time to launch a new fragrance—and there are plenty on the market in 2015. Soon stores will be filled with fragrance gift sets, just in time for the holiday gift-giving season.
What’s in store for the years ahead? Fragrance sales are expected to grow over the 2014-2019 period, but “slowly,” Euromonitor International reports.
Men Vs. Women & Unisex Scents
The number of new fragrance launches hasn’t changed much over the past two years. The total rose slightly from 1,610 launches in 2013 to 1,620 launches in 2014, according to the 2015 edition of Fragrances of the World by Michael Edwards.
But what has changed more than the total number of launches is the number of men’s versus women’s scents - and unisex.
Women’s Fragrances: In 2013, there were 968 launches, which dropped to 925 in 2014.
Men’s Fragrances: In 2013 there were 328 launches, which rose to 353 launches in 2014.
Unisex Fragrances: In 2013 there were 314 launches, which rose to 342 in 2014.
See this slideshow featuring new unisex scents launched in 2015 - and how packaging is designed to appeal to both men and women.
Celebrity Scents
Celebrity fragrance sales weren’t as high in 2014 as in previous years. Despite the drop, there doesn’t seem to be too much of a shortage of celebrity scents on the market this year. See this slideshow featuring the latest celebrity fragrance launches for 2015.
Experts debated whether retailers are to blame for the decline in sales of celebrity scents, in a WWD article. Perhaps it’s a merchandising issue - and brands aimed at teenagers shouldn’t be sold alongside designer brands?
Donald J. Loftus, president, Parlux, and executive vice president, Perfumania, told WWD's Peter Born, “You don’t merchandise prom dresses next to couture.” WWD reports that Loftus has been talking to department stores about the possibility of creating leased departments within stores, for all celebrity fragrances.
Karen Grant, global beauty industry analyst, The NPD Group, and member of Beauty Packaging’s Board of Advisors, says that celebrity scents are continuing to attract younger consumers, and she doesn’t expect this to change.
Which Brands Are the Biggest Players in the Fragrance Category?
In 2014, L’Oreal USA was in the lead - with a 14% value share in the fragrance market, Euromonitor International states in the Fragrances in the U.S. report. The report also says:
“L’Oreal USA is strong in premium men’s fragrances through the number one men’s fragrance brand Acqua Di Gio Pour Homme as well as classics Drakkar Noir and Ralph Lauren Polo for Men.”
“In premium women’s, L’Oreal USA focuses on three major brand families - Lancôme (Trésor, Miracle), Ralph Lauren (Romance), and Viktor & Rolf (Bonbon, Flowerbomb). Viktor & Rolf’s Flowerbomb fragrance has been successful due to its beautiful packaging and strong marketing support.”
The photo above shows, from left to right: Viktor & Rolf's Bonbon, which launched in 2014; Ralph Lauren Midnight Romance, the 2015 successor to the original Romance from 1998; and Lancome's La Nuit Tresor, a new version of the original Tresor that launched in 2015.
The Lure of Luxury
Niche and “super prestige” brands are on the rise, experts say. Affluent consumers have been willing to shell out more than $100 for a bottle, marking the rise of the “super premium” category.
Total fragrance sales grew by 2% in 2014, according to Euromonitor International - and the market is being driven, in part, by older consumers who have more disposable income, and are purchasing higher priced brands.
What appeals to this customer? Brands that have a luxury story to tell - about a fragrance’s ingredients, or craftsmanship involved in making the scent.
There’s no better way to convey a luxury story than through package design. Check out these packages that convey luxury for these fancy new fragrances launching fall, 2015.
please visit www.topbeautysh.com for more cosmetic packaging information.
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