Fragrances in Finland

PROSPECTS

Rebounding of fragrances will continue in the forecast period

Fragrances was one of the areas that was the most affected by the economic downturn in the review period. The recovery was already underway in 2016, and continued in 2017.

Mass fragrances will achieve slightly higher growth rates than premium

A narrow selection of mass fragrances has seen limited sales in the past, but manufacturers started actively expanding their selections in the second half of the review period. Especially the more expensive celebrity and sportsman fragrances have become higher in number, including various versions of Berner’s David Beckham fragrance and Coty’s Beyoncé fragrance to name but a few.

In premium, line extensions of the best-selling fragrances will help to boost sales

Although there are new premium launches each year, manufacturers are focusing increasingly on adding new line extensions to their best-selling fragrances. These include “night”, summer and other types of products such as Lancôme La Vie Est Belle’s Intense (2016) variant and Hugo Boss the Scent Intense (2017).

COMPETITIVE LANDSCAPE

L’Oréal Finland’s ranking improves thanks to extended portfolio

Over the review period L’Oréal Finland improved its ranking from third in 2013 to second from 2014-2016 and then slightly surpassed Nordic Cosmetics to hold the leading value share in 2017. Its good performance was mostly due to several successful launches in the premium category.

Nordic Cosmetics maintains its strong position on the back of Coty’s Hugo Boss brand

Nordic Cosmetics has held a clear lead over most other competitors in fragrances, which is rather fragmented in Finland, and until 2017 it ranked first, sharing the only other double-digit value share with its top competitor L’Oréal Finland. The company’s various Hugo Boss products have long been favourites of Finns.

Paco Rabanne - Groupe Puig’s position strengthened with strong promotion and brand acquisitions

Whilst fragrances sales from Paco Rabanne - Groupe Puig were minuscule at the beginning of the review period, the company reached the fourth position by 2017. This huge improvement was due to acquisition of several brands in 2016, most notably Jean Paul Gaultier.

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