Fragrances in Bulgaria

PROSPECTS

New growth zone for niche fragrances

Niche premium fragrances enjoyed great popularity in the review period. Niche unisex fragrances like Amouage, Montale, Creed, Serge Lutens and Aqua di Parma benefitted strongly from the increased preference for exclusivity and authenticity as opposed to mainstream luxury brands.

Oriental, spicy scents continue to dominate the scent spectrum in men’s fragrances

The popularity of Oriental woody-floral notes; intense, sensual and spicy notes; and musk scents continued to dominate the scent spectrum in the review period. Woody-floral and spicy fragrance varieties that were very popular in the niche and premium segment spread over into the mass segment in the review period, especially in direct sellers portfolios like Oriflame’s new Men’s Collection Dark Wood and Women’s Sublime Nature and Avon’s new Little Black Dress perfume with floral-woody tones.

Online retailers in fragrances continue struggle to gain consumer trust

Bulgaria is one of the countries with a high share of fake fragrances. Therefore, many consumers prefer to buy fragrances from duty-free shops, as they rarely trust local providers when it comes to their original premium brand offerings.

COMPETITIVE LANDSCAPE

L’Oréal Bulgaria experiences the fastest growth in premium fragrances

L’Oréal Bulgaria started controlling distribution of its own luxury brands in early 2016 after 20 years of partnership with Everet Sofia. In the review period, the company further strengthened its distribution of luxury brands in fragrances like Yves Saint Laurent, Lancôme and Giorgio Armani and consolidated marketing and distribution power.

Orbico Bulgaria takes over Everet Sofia’s brand portfolio in 2017

One of the largest distributors of consumer goods in Bulgaria, Orbico Group, acquired the leading fragrances distributor Everet Sofia in 2017. Everet Sofia was the exclusive distributor of Coty, LVMH Moët Hennessy Louis Vuitton, Shiseido and L’Oréal Groupe in the historic period.

Direct sellers drive growth in mass fragrances

In 2017, direct sellers Avon Bulgaria and Oriflame Bulgaria ranked first and third, respectively, in mass fragrances. Both direct sellers registered higher sales, driven by successful social media marketing, sharper focus on the female segment and digital generation.

Files are delivered directly into your account within a few minutes of purchase.