Fragrances in Guatemala

PROSPECTS

Mass fragrances drives sales

Guatemala is a country in which the majority of the population has tight, limited budgets, and the low- and middle-income segments are the largest. In 2017, mass fragrances accounted for more than three quarters of value sales.

Fragrances is an active category, although unisex fragrances is a niche

Fragrances remains an active category in Guatemala, and is mainly driven by constant new product launches and marketing campaigns to promote new products. Global trends are the strongest drivers in fragrances, and international artists such as Sofia Vergara and Julia Roberts are used in marketing campaigns to promote their respective fragrances, So Very Sofia (Productos Avon) and La Vie Est Belle by Lancôme (Perco).

Direct selling continues to lead distribution

Direct selling is the strongest retail channel in fragrances in Guatemala, selling mass brands in both urban and rural areas of the country. The large sales force of these companies, along with their affordable prices and constant promotions and new products, allow this to remain the leading channel in fragrances.

COMPETITIVE LANDSCAPE

Direct seller Cosmética Global leads fragrances

Direct selling company Cosmética Global led fragrances in value terms in 2017. The company has a strong sales force, which has allowed it to penetrate both urban and rural areas of the country.

Avon collaborates with designers to launch new products

In 2017, Avon launched its newest fragrance Avon Life, which was designed by Kenzo Takada, a famous international premium fashion and fragrance designer from Japan. The fragrance focuses on beauty and positivity, and is inspired by the promise of living life beautifully.

Promotions on premium brands by beauty specialist retailers

Premium brands of fragrances are mainly sold through beauty specialist retailers such as Fetiche (which has 11 stores in Guatemala City), which carry out a bi-annual bazaar, whereby they sell their premium fragrances at more affordable prices. These bazaars are always carried out in May, before Mother’s Day, which is an important occasion in Guatemala, and at the end of November, when holiday shopping usually begins.

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