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 gained the loyalty of many consumers, and where the dynamism of players launching new products and constant innovation has created expectations amongst 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 focussed 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 2018. The company’s position can be attributed to the strong support it gives its brands in terms of advertising, distribution and pricing.

Belcorp’s growth based on strong advertising

Corporación Belcorp Bolivia was responsible for the most significant new launches over the review period, one of which was Vibranza for woman. The fragrance is supported by well-known artists and sport figures to promote brand values.

Multinational players lead fragrances

Premium fragrance brands compete through positioning and advertising campaigns on cable television and in the print media. These brands attract mainly high- and middle-income consumers living in urban areas, who have access to the beauty specialist retailers that sell them.

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