Fragrances in Bulgaria

PROSPECTS

Celebrity mass fragrances benefit from the dynamic growth in drugstores

Despite rising incomes and growing household consumption in beauty and personal care, in 2018 the limited budgets of mass Bulgarian consumers continued to stimulate growth of mass fragrances as opposed to premium brands. The vast spreading of fake fragrances in the premium segment further stimulated consumers to stick to mass brands and purchase them from trusted international retailers such as drugstores.

Heavy promotional activity stimulates growing interest in premium fragrances

In 2018, luxury retailers’ development increased the visibility of premium and prestige brands in fragrances and fuelled demand. Promotional activity intensified, especially in regard to themed promotions such as Black Friday, St Valentine’s Day, Women’s Day and Christmas.

Unisex fragrances have high potential in the forecast period

The rise of unisex fragrances in Bulgaria aligns with consumers’ quest for authenticity and discovery. The individualised positioning of fragrances to target consumers by their personality and character and not by gender has proved very appealing to the urban consumer, who is increasingly influenced by global trends.

COMPETITIVE LANDSCAPE

Puig SL records continual growth in premium fragrances

The extensive promotional activity of Carolina Herrera Good Girl and Jean Paul Gaultier Scandal in premium women’s fragrances contributed to outstanding growth for their owner Puig SL in 2018. In the year, both brands enjoyed increased visibility through TV advertising and in-store promotion in luxury beauty specialist retailers.

Celebrity brands benefit from their teenage and generation Z following

Celebrity fragrances were in high demand in 2018 thanks to intensifying fashion and beauty trends amongst younger consumers such as teenagers and generation Z. In 2018 these shoppers were amongst the most active in purchasing beauty and personal care products, including fragrances.

Teenagers and tweens emerge as a strong consumer group for fragrances

Beauty trends are spreading quickly among young people such as teenagers, while girls aged 8-12 years are increasingly attuned to fashion and beauty trends and are aware of their personal image and appearance. TV channels and commercials are playing an important role in shaping young people’s tastes and preferences regarding products.

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