Fragrances in Malaysia

PROSPECTS

A rising number of fashion brands

Fashion brands continued to show rising interest in penetrating fragrances, especially mass fragrances. In 2017, Nike launched a series of mass men’s fragrances and mass women’s fragrances under the ranges Nike ION and Nike HUB.

Celebrity-endorsed fragrances boost demand

In Malaysia, the younger generations are attracted largely by fragrances endorsed by celebrities, whether local or international celebrities. For example, Avon Malaysia appointed actress Nelydia Senrose as spokesperson for Viva La Vita to boost brand awareness upon its launch.

Unisex fragrances remains a niche

Unisex fragrances remained a niche category in Malaysia, considering the consumer preference for differentiation in scents adapted to both men and women. There were not many fragrances brands interested in launching unisex fragrances, due to relatively low demand.

COMPETITIVE LANDSCAPE

Increasing competition from mass brands

Mass fragrances brands generated stronger competition against premium fragrances brands in Malaysia during 2017. Besides mass fragrances being highly affordable compared with premium fragrances, consumers were also pampered by the growing number of product varieties introduced by mass brands.

Strong distribution shares for department stores and beauty specialist retailers

Premium and mass fragrances are distributed through different retail channels in Malaysia. Mass fragrances for both men and women can be found in most hypermarkets and supermarkets, and in beauty specialist retailers such as Watson’s.

Significant price competition

Manufacturers of fragrances constantly engage in strong price competition to attract sales. Premium fragrance sets/kits and mass fragrance sets/kits are two categories involved in a large number of promotional price discounts, especially during gifting seasons such as Christmas and Valentine’s Day.

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