Fragrances in Egypt

PROSPECTS

Mass fragrances is the growth unit driver

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.

Internet retailing’s competitive discounts pay off

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.

Marketing campaigns refresh sales of fragrances

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.

COMPETITIVE LANDSCAPE

MAC for Promoting Commercials Business leads the competition

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.

Oriflame and Avon vie for the upper hand in mass fragrances

In 2017, mass fragrances was led by Oriflame Egypt Co. In 2018, Avon Cosmetics Egypt took the lead.

Sales of La Vie est Belle pushes Lancôme forward

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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