Fragrances in Bosnia-Herzegovina

PROSPECTS

Increasing demand for small luxuries

Fragrances in Bosnia-Herzegovina consistently outperformed the average performance in beauty and personal care during the review period. The improving economic environment enabled more consumers to afford small indulgences, or even luxuries such as fragrances.

Women are of primary importance in fragrances

Premium women’s fragrances recorded the strongest current value growth in fragrances in Bosnia-Herzegovina during 2018. This category also saw the strongest CAGR in the review period.

Dynamics in the distribution landscape in fragrances

Direct selling was the largest individual distribution channel for fragrances in Bosnia-Herzegovina in 2018. This is the dominant channel for mass fragrances in particular, with sales representatives leveraging their personal relationships with consumers to push sales.

COMPETITIVE LANDSCAPE

International companies dominate fragrances

International players dominated fragrances in Bosnia-Herzegovina in value terms in 2018, led by Avon Cosmetics BiH, Coty and LVMH Moët Hennessy Louis Vuitton. The top three players have quite different strategies.

Farmasi sees the highest share growth in fragrances

Farmasi BH saw the biggest increase in its value share in fragrances in Bosnia-Herzegovina during 2018, and also over the review period. It penetrated direct selling in beauty and personal care when this channel had already been well-developed by Avon and Oriflame; taking a solid share of this channel for itself by offering consumers superior affordability and a high rate of variety and novelty.

The presence of domestic companies remains negligible

The presence of domestic and regional companies in fragrances remains negligible. The private label presence is also negligible.

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