In 2018, fragrances witnessed current value growth among both premium and mass brands. In contrast to 2017 when there was a sharp decline in volume sales, 2018 witnessed a small increase in volume sales and an increase in value sales due to the stability of prices.
Beauty specialist retailers remains the biggest channel for premium fragrances, especially as big retailers like Wojooh have opened many branches in different shopping centres. Wojooh and Mazaya remain the most famous retailers of premium fragrances and offer all varieties.
Women’s fragrances continued to dominate value sales in 2018. With stability in prices and consumers’ psychological adaptation to more expensive pricing, sales of fragrances were refreshed in 2018.
In 2018, MAC for Promoting Commercials Business led premium fragrances for the third consecutive year due to selling famous premium brands such as Christian Dior, Chanel, Carolina Herrera and Paco Rabanne through leading retailers like Mazaya. These premium brands have established good reputations in Egypt which sustain their value shares every year.
In 2017, mass fragrances was led by Oriflame Egypt Co. In 2018, Avon Cosmetics Egypt took the lead.
The most preferred premium men’s fragrances are Calvin Klein and Hugo Boss. Both brands are considered to be rich and classy.
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This industry report originates from Passport, our Beauty and Personal Care market research database.