Fragrances in Finland

PROSPECTS

Fragrances continues its slow recovery

With Finland’s economy slowly recovering fragrances saw an improved performance in 2018 although it still recorded a slight decline in current value terms. While mass fragrances returned to growth some consumers remained price conscious which negatively impacted sales of premium fragrances.

Premium unisex fragrances in fashion

Premium unisex fragrances was the most dynamic category in 2018 with sales being boosted by Millennials and younger consumers. With questions around gender identity and gender fluidity being in vogue consumers are showing a willingness to experiment with products that are less easily identifiable as male or female, which marks a resurgence of the trend seen in the 90s with the huge popularity of CK One.

New products drive interest in mass fragrances

Traditionally, mass fragrances has had a relatively small array of products on offer, but this began to change over the review period with a large number of new lines being launched. Celebrity fragrances such as Rihanna and Ariana Grand proved popular in 2018 with these often being purchased as gifts for younger consumers.

COMPETITIVE LANDSCAPE

L'Oréal takes over the lead thanks to success of new products

L'Oréal Finland Oy took over the lead from Nordic Cosmetics Ltd Oy in 2018 thanks to the ongoing expansion of its portfolio. The company’s Diesel Bad and Emporio Armani Stronger With You saw particularly strong growth in 2018 having only been launched the previous year.

Nordic Cosmetics loses ground

Although Nordic Cosmetics Ltd Oy lost the lead to L'Oréal in 2018 it still held the top three brands within its portfolio in Hugo Boss for Men, Hugo Boss and Hugo Boss for Women. Nevertheless, it was the company’s Mexx Life is Now Woman brand which recorded the strongest growth in 2018 with it benefiting from the resurgence in demand for mass women’s fragrances.

New products attract interest

Abercrombie & Fitch Co witnessed the most dynamic growth in 2018, with it more than doubling its value share. The company launched the Hollister Wave for Him and Hollister Wave for Her ranges, as well as the Abercrombie & Fitch range in mass fragrances in 2016 and all three have seen dynamic growth since their launch.

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