Fragrances in Belgium

PROSPECTS

Growth seen in 2017 but prospects are dimmer due to consolidation in retailing and modest development of men’s products

The glamour image of premium fragrances, the frequent launch of new prestigious products, and the massive advertising campaigns from October to Xmas coupled with positive consumer sentiments all allowed fragrances to perform well in 2017. Still, category is and will remain under pressure in Belgium.

Fragrances for millennials versus traditional premium eau de colognes

Within the numerous new brands and the dozens of limited edition fragrances that were launched in 2016 and 2017, two relatively new and rather antinomic trends were seen. First, marketers observed a comeback of traditional unisex fragrances such as premium colognes.

Ambivalent results in mass fragrances

Mass fragrances should continue to post disparate performances over the forecast period, depending on the channel. Generally speaking, mass fragrances appeal more to a younger audience and consumers on lower disposable incomes.

COMPETITIVE LANDSCAPE

Leading players do well by acquiring new brands

The top three operators, Paco Rabanne - Groupe Puig, Chanel and Parfums Christian Dior performed better than other players over 2016-2017 due to their acquisition of new brands. In 2016, fourth-ranked Coty acquired 40 brands from Procter & Gamble, including the successful Hugo Boss and Lacoste fragrance brands, whilst Jean Paul Gaultier fragrances have been within Paco Rabanne - Groupe Puig’s portfolio since 2016.

Chanel launches advertising campaign featuring Lily Rose Depp

Another dynamic player in 2017 was Chanel, with its main novelty Gabrielle quickly becoming amongst the top three best-selling premium brands for women in 2017. In 2017, Chanel launched an advertising campaign for its new fragrance Chanel N°5 L'Eau starring US-based actress and model Lily Rose Depp, the daughter of Johnny Depp and Vanessa Paradis.

Niche players have a say

Multinational players clearly dominate sales of fragrances in Belgium. Fragrances is a category with an international cast of players, with most of the major contributors to the category being located abroad, mainly in France, but also in Spain, Italy and the US.

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