In the United States, sales of women’s fragrances have suffered, declining by as much as 13% (when adjusted by inflation) between 2001 and 2006. When it comes to women’s fragrances, premium is the way forward, with consumers looking for designer brands and a touch of glamour. Numerous new product launches have regenerated interest in the category, and upgrading perfume is an ideal way to boost the market. The trend towards glamour shows definite potential for more celebrity endorsed lines to attract younger consumer including teenagers.
As well as encouraging consumers to upgrade perfume, manufacturers need to convince fragrance wearers to use the product more often. Multiple fragrance owners have reported to Mintel that they tend to choose their fragrance based on their current mood. Given this insight, there seems to be an opportunity to market a collection of fragrances women can use throughout the day to express or, in the case of functional fragrances, manage their moods. Also, there may be the need for an entirely new type of product: a fragrance eraser. Women could use some type of aerosol spray to “erase” scents they put on previously in favor of the scent they would like to wear at that moment.
Botanical and Herbal Fragrances
According to the latest Mintel women’s fragrance report, more than a third of women who are non-fragrance users, do not use perfume because they are “allergic to strong scents.” Given this, companies are increasingly using ingredients that are perceived to be natural, including botanicals and herbs. Mintel’s Global New Products Database (GNPD) shows a significant increase in the use of botanical/herbal ingredients such as green tea, chamomile and lavender.
Some of the more interesting new products launched under the botanicals and herbs claim include L'Occitane a Green Tea Gift Set under the L'Occitane En Provence brand in Ireland. The set contains three products: leaf-light gel, shower gel and eau de toilette. In Brazil, Avon has released Deodorizing Cologne Spray under the Avon Naturals Corpo brand. It features an exclusive bioseed technology, which combines lime flower and verbena seeds known for their nourishing and protective properties.
Seasonal Editions and Fragrances
Seasonal launches are important for this market adding variety and value. Lighter scents such as citrus are usually active in the summer months, while heavier scents of vanilla, spice and musk notes are more evident in winter. For example, Coty Prestige released Joop! Jump Summer Temptation as a limited edition summer fragrance in the United Kingdom. Manufacturers have capitalized on Valentine’s Day and in Greece, Avon released Be Sensual Eau De Toilette.
Teenagers are a key target audience when it comes to women’s fragrances. They tend to be more open to trying new fragrances, particularly if endorsed by a celebrity or if using character merchandising such as Barbie or a Disney theme. Wearing a fragrance perhaps makes them feel more grown up, and by targeting new products to teenagers, manufacturers can try and establish brand loyalty from an early age.
The Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For additional information regarding GNPD, visit www.gnpd.com or call Mintel International at 1-312-932-0600.