Fragrances in Hungary

PROSPECTS

Growth is supported by the economic environment

Fragrances registered continuous growth over the review period, thanks to the premium segment in particular. As fragrances are non-essential beauty and personal care products, as disposable incomes rise, demand increases.

The strengthening of the premium segment

Thanks to increasing incomes, premium fragrances started to gain significant momentum over the review period. Since Hungarian consumers still have rather low education when it comes to fragrances, they are usually loyal to a brand, but may be willing to switch to one of its sub-brands.

The ambiguity of online sales

Loyal customers do not need to visit stores personally when they need to purchase their favourite fragrances. Thus, sales of premium and mass products are supported by the growing influence of online retailing.

COMPETITIVE LANDSCAPE

Avon has a strong position

Avon Cosmetics Hungary maintained its lead in fragrances in Hungary in value terms in 2018. Representing the mass segment, the company holds its strong position thanks to its well-known brands and affordable prices.

The flourishing of premium women’s fragrances

Premium women’s fragrances was led by the iconic Chanel brand over the review period. At the same time, one of the biggest success stories of 2018 was the launch of Gucci Bloom Acqua di Fiori, after the release of the Gucci Bloom original floral fragrance in 2017.

XS Pour Homme

Paco Rabanne, the flagship brand from Puig, remained the most popular premium men’s fragrance in Hungary in 2018. In this year, new packaging for Paco Rabanne XS, a classic masculine fragrance, was launched.

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