Following the decline seen in 2020 due to COVID-19 generally rendering fragrances as inessential purchases, recovery of mass fragrances started in 2021 but sales were still lower compared to 2019. Consumers of mass fragrances started to raise their consumption again in 2021 because of resuming social activities and going back to work.
Sales of premium fragrances rose only slightly during 2021. The low growth rate meant that premium fragrances remained far from recovering 2019 sales levels.
Companies in premium fragrances have increased the awareness of consumers by launching new products. For instance, Cosmet has promoted the new Phantom men’s fragrance by Paco Rabanne with an innovative robot bottle.
Most sales of mass fragrances in Bolivia are concentrated in the direct selling channel. Many consumers view direct selling brands as offering good quality fragrances, believing that their scent stays on longer, thereby saving consumers money as they need to use fragrances less often.
Natura is expected to keep expanding sales by offering innovation in terms of packaging and new fragrances in the mass segment. During 2021, the company launched a new glass bottle for the Essencial brand with four fragrances for women and three for men.
Some companies in fragrances experienced shortages of inputs towards the end of 2021, causing difficulties in launching product innovations, specifically in glass bottles. Companies face the threat of suffering shortages of some imported components for packing which may restrict innovations.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See All of Our DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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