Fragrances in Kenya

PROSPECTS

Active social media engagement

Perfume stores are increasingly using their social media pages to inform customers of their instore promotions. Notably, they are targeting young and well-connected Millennials who spend the majority of their time on social media and who are more likely to come across such promotions, thereby leading to sales.

Mass fragrances still preferred by most consumers

Mass fragrances are usually associated with being inexpensive, with similar scents and low quality. Therefore, Kenyan consumers are increasingly looking for products that lend prestige and an upscale experience, but which are also within their means.

Counterfeit perfumes hamper growth

Brands are increasingly focusing on helping consumers to identify counterfeit products by outlining key indicators such as pricing and packaging. They encourage consumers to be prepared to spend the correct amount of money for the genuine products as well as to buy products from the direct franchise holders who will often allow you to test and examine the products carefully.

COMPETITIVE LANDSCAPE

Local players taking on the multinationals

Local players such as Ythera Beauty and Whole by Geraldin, which both launched in 2017, are targeting a niche in the market and are coming in at a price point between mass and premium fragrances. The challenge these entrepreneurs face is that consumers often do not trust local brands as they are generally sceptical of the quality and would rather place their trust in renowned international brands.

International retailers focus of premium fragrances

Madora, a French perfume and cosmetics house which launched in 2015, has three stores in Kenya, which are located at the Westgate Mall, Karen at the Hub and the Two Rivers mall. Fragrance Lounge also retails premium designer fragrances, with consumers generally basing their purchasing decision on which store offers the most competitively priced products.

Mon Guerlain launched in Kenya

French beauty, make-up and fragrance company Guerlain House launched its new line of premium fragrances, Mon Guerlain in Nairobi in March 2017. The face and inspiration behind the line is US actress Angeline Jolie, with it targeting sensual women.

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