"Fragrances in the US" now available at Fast Market Research

Reduced interest in celebrity fragrances and an absence of blockbuster launches negatively affected fragrances in 2013. After growing by 9% in 2011 and by 2% in 2012, sales of fragrances declined by 2% in current value terms in 2013. Strong growth in 2011 was propelled by the blockbuster launch of Justin Bieber's celebrity fragrance and an improving economy, combined with extensive product innovation. These positive events were not able to be repeated in either 2012 or 2013. In 2013 there was no must-have celebrity fragrance to attract consumers. Although the Our Moment fragrance from British-Irish boy band One Direction performed well in 2013, the fragrance's launch did not match that of pop singer Justin Bieber. Celebrity fragrances have slowly been losing popularity, as tweens and teens continue to like celebrity scents, but have less disposable income to spend on fragrances, as unemployment remains high amongst the youth population. Fragrances now also increasingly compete with other purchases, such as smartphones and apps.

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Competitive Landscape

L'Oreal was the leading player in fragrances in 2013 with a 14% value share; up slightly from 2012. The company is strong in premium men's fragrances through the leading brand in men's fragrances, Acqua Di Giò Pour Homme, as well as classics Drakkar Noir and Ralph Lauren Polo for Men. In premium women's fragrances the company focuses on three major brand families - Lancome (Tresor, Miracle), Ralph Lauren (Romance) and Viktor & Rolf (Flowerbomb). Although the Viktor & Rolf fashion brand is not well-known, the duo's Flowerbomb fragrance has been successful due to the beautiful packaging and constant marketing support. The floral scent is packaged in a faceted jewel-like bottle modelled after a hand grenade (it even has a pin), and comes in a pink box which is wrapped with a ribbon and topped with a V&R seal. Promotional efforts for the brand include sales associates dressing up in pink outfits to match the perfume, and offering hand massages with the fragranced body cream.

Industry Prospects

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