Fragrances in Ireland

PROSPECTS

Premium fragrance to drive sales growth over the forecast period

Steady growth is expected in fragrances over the forecast period. Fragrances is another category that is less impacted by consumer spending so if there are any dips in consumer spending power over the forecast period consumers are likely to continue to purchase fragrances, particularly during gifting occasions such as Christmas as it never fails to be appreciated.

A hard or no-deal Brexit to negatively impact manufacturers and retailers

The experience of purchasing fragrance will have a strong bearing on sales over the forecast period. Consumers increasingly look for unique fragrances and scents for certain occasions such as for a consumer’s wedding.

Unisex fragrance to see significant growth over the forecast period

Demand for unisex fragrance is expected to grow further over the forecast period. Brands that have become popular in recent years, including Tom Ford and Jo Malone, have a gender-neutral positioning strategy targeting both males and females effectively.

COMPETITIVE LANDSCAPE

Mixed fortunes for the leading player Coty Ireland

Coty Ireland was the leading player in the category in 2018 due to its wide product portfolio since it acquired several fragrance brands from Procter & Gamble in 2016. However, some of its bestselling brands such as Calvin Klein are seeing sales decline due to stronger discounting and increased competition from other premium and prestige brands.

Demand for unisex fragrances boosts Jo Malone, Tom Ford and Estée Lauder

There continued to be growing demand for premium unisex fragrances in 2018 due to new innovation and new novel and exotic scents from brands such as Jo Malone and Tom Ford. As a result, Estée Lauder Cosmetics now dominates sales within the premium unisex fragrance category and it has assisted in growing the company’s overall share in the overall fragrance category.

Fall in popularity for celebrity fragrance causing decline in mass sales

There continued to be a decline in demand for celebrity fragrances in Ireland in 2018 with no major launches within the category and other popular fragrance brands such as One Direction falling in popularity due to the band no longer releasing music. The challenge for celebrity fragrances is maintaining their popularity over a long period of time and discounting has become prevalent for less popular celebrity fragrance brands.

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