Fragrances in France

PRE-COVID-19 PERFORMANCE

Lack of innovation, lower budgets and millennials’ habits contribute to decline

Fragrances saw another year of current value decline in 2019, along with volume declines in most categories. A lack of innovation in fragrances has led to a declining sales trend, paying the price for too much commonality amongst perfume essences, combined with the multiplication of launches.

Mass products struggle more than premium, whilst the environment is seen as more important

Premium fragrances completely dominates, and although it saw a current value decline in 2019, it saw a better performance than mass fragrances and dermocosmetic fragrances. Premium fragrances have a history and heritage in France, whilst the French are more reluctant to buy mass fragrances as they lack attractiveness.

Parfums Christian Dior maintains its lead whilst more players move towards personalisation

Parfums Christian Dior continued to lead fragrances in value terms in 2019. It also extended its share, thanks to the strength of its wide-ranging brand portfolio, which includes J'adore, Christian Dior Sauvage, Eau Sauvage and Christian Dior Miss Dior, amongst many others.

2020 AND BEYOND

COVID-19 impact

Fragrances is now expected to see a 7% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is significantly worse than the 2% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Although fragrances is expected to be negatively affected by COVID-19 in 2020, premium fragrances is expected to see less of an impact than mass fragrances. French consumers have always preferred premium to mass fragrances, and despite this time of health and financial difficulty, this is expected to hold true.

Recovery and opportunities

The main impact of COVID-19 on sales of fragrances is expected to be in 2020. However, the fall in demand is expected to linger into the following year.

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