Fragrances in Bolivia

PROSPECTS

Mass fragrances most represented in sales

The use of perfumes in Bolivia is common across all socioeconomic segments. Fragrances are available in a wide range of prices and product quality, but mainly correspond to mass products.

Direct selling leads fragrances in Bolivia

Most of the category is concentrated in the direct selling channel where some fragrances have come to create loyalty among many consumers, as well as the dynamism of players launching new products and constant innovation thus creating expectation among consumers. Direct selling growth has also been helped by the close relationship between client and promoter, which influences more frequent purchasing and speed in the delivery to client’s home or office.

Changing lifestyles of Bolivian consumers drive fragrance trends

Leading brands have focused on improving the long-lasting effects of fragrances. This is a characteristic that defines the preference of consumers when choosing a perfume, and is explained by consumers’ new lifestyles and changing daily routines, with a greater number of hours spent outside the home.

COMPETITIVE LANDSCAPE

Yanbal leads fragrances by creating brand loyalty

Yanbal Bolivia continued to lead fragrances in 2017. The company’s position can be attributed to the strong support it gives its brands in terms of advertising, distribution and pricing.

Belcorp growth based on strong advertising

Corporación Belcorp Bolivia was responsible for the most significant new launches over the review period. The company launched Inspira for woman and Magnat for man fragrances, both of them at the same time.

Multinational players lead fragrances

Domestic companies remain minor players in the category, with international companies continuing to be dominant. The direct sellers operating in Bolivia are supported by strong multinational companies with very diverse marketing and communication strategies which include aggressive advertising campaigns and the sponsorship of popular events.

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