Fragrances suffered from a significant decrease in demand during 2020 as consumers spent more time at home due to lockdowns, post-lockdown safety measures such as occupancy limits at restaurants, nightclubs and bars, and a hesitancy of some consumers to resume full social activities due to the risk of contracting COVID-19. Furthermore, amid the lockdowns, consumers prioritised essential products and fragrances was one of the first categories to be cut from their shopping budgets, since these items are not regarded as essential, and sales of these products generally depend on outlets for social interaction.
While channels such as drugstores/parapharmacies and hypermarkets remained open during lockdowns and have a good selection of fragrances, sales were hampered by the closure of department stores and beauty specialist retailers, which generate greater value shares. Beauty specialist retailers such as Sephora, as well as department stores such as Hudson’s Bay and drugstores/parapharmacies such as Shoppers Drug Mart’s Beauty Boutique retails complete ranges of premium fragrances.
Coty (Canada) Inc maintained its leading position in fragrances in value terms in 2020, despite another challenging year which saw declines in several brands in the company’s premium and mass fragrances portfolio. The company’s lead can be attributed to its extensive product portfolio, including premium brands such as Dolce & Gabbana Light Blue and Hugo Boss.
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