Fragrances in Kazakhstan

PROSPECTS

Fragrances continue to be consumed regularly

In Kazakhstan, consumers consider a number of factors when choosing a fragrance. For many people, fragrances are used to create a unique image and boost self-esteem.

Unpopularity of unisex fragrances

The shift away from unisex fragrances can be attributed to limited availability in stores, as well as the conservative nature of consumers. In Kazakhstan, it is believed that products for men and women should be separate, especially when it comes to fragrance.

Consumer preferences differ by region

Consumers in Kazakhstan tend to have different preferences depending on where they come from. For instance, people in the north of the country typically prefer light and fresh fragrances that are not too provocative.

COMPETITIVE LANDSCAPE

Mass fragrances continue to dominate sales

In 2017, consumers looked to save money by opting for cheaper brands or reducing purchasing frequency, thus boosting sales of mass fragrances for men. Consumers have become less loyal to brands, instead focusing more on price.

Manufacturers focus on younger people

In 2017, there was an emerging trend towards small fragrance collections that are popular among young people who prefer to have several different fragrances. Such small collections from the same brand are of interest for personal use, as gifts and for trips.

Importance of storytelling advertising

Consumers in Kazakhstan have become used to both mass and premium fragrances being advertised via beautiful storytelling based campaigns. Therefore, in order to successfully promote certain brands, companies need to strongly invest in advertising which tells a story about a fragrance and targets a certain group.

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