Fragrances in France

PROSPECTS

Fragrances records first positive value sales growth in four years

France, a strong and historic market for fragrances, recorded its first positive value sales growth in four years under impulse from its premium fragrance segment. As new perfumes for women are continually emerging, 2018 was another year marked by some highly advertised product launches.

Market trivialisation leads to lack of excitement

Despite positive results in 2018, the fragrances category has been sluggish in the past few years, paying the price for too much commonality amongst perfume essences, combined with the multiplication of launches. As economic conditions continue to challenge French households’ income, local consumers have gradually reduced the frequency of purchases.

The super-premium segment outperforms the market

The 2018 rebound hides strong disparities within fragrances. “The gaps are growing between known brands and niche brands, featuring private collections or independent players, whose sales are constantly increasing”, according to Philippe Ughetto, president of the Fragrance Foundation, the association responsible for promoting the fragrance industry.

COMPETITIVE LANDSCAPE

Brands on a mission to seduce millennials

Fragrance manufacturers have adopted a targeted communication to seduce millennials. For example, bottles of reinterpreted classics are customised, with new, girlier colours or glittery effect.

Premiumisation is the key to personalisation

Under the intensive multiplication of new fragrance launches, many French women view the abundance as rather excessive, as they perceive that many of them and the essences used in them are all alike. Industry experts feel that this lack of creativity has been a key factor in driving down sales.

Eco responsibility inspires fragrance maker

Perfume house Etat Libre d’Orange recently launched an original perfume with one specific particularity, as it is made of waste originating from the perfume industry. The fragrance manufacturer put forward a strong and original idea at a time of excessive consumption and wastage, where every day a considerable number of things are discarded because they are considered useless, out of date, or old-fashioned whilst they could still have a life cycle and other uses.

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