Premium fragrances saw the rapid launch of new fragrance ranges from luxury fashion brands. Louis Vuitton unveiled its first premium men’s fragrance range under five individual fragrances, namely Immensité, Nouveau Monde, Orage, Sur La Route and Au Hasard.
Mass fragrances remained highly active in the review period, with the constant launch of new scents by various players. Mass men’s fragrances and mass women’s fragrances brands such as adidas, Silkygirl, Nike and SG Men remained highly competitive by launching new extensions to capture sales.
Malaysia saw the rising popularity of fragrances in pocket size packaging, which consumers can easily carry when travelling. Leading mass men’s fragrances brand Dashing unveiled its first pocket-size fragrance, Dashing Pocket Ulti Kick Eau De Toilette.
In the review period, Malaysia saw a significant rise in the number of stand-alone fragrance boutiques which market single brands of premium fragrances. Dior Parfums unveiled its first ever Maison Christian Dior Fragrance Boutique in Pavilion KL in Malaysia at the end of 2018.
There has been a surge in small independent brands of mass fragrances, which are sold on market stalls or at perfume bars in shopping centres. Both mass men’s and women’s fragrances are offered, with consumers having the flexibility to create their own scents at the perfumery lab set up at the stall.
In the forecast period, luxury fashion brands are likely to continue to focus on the launch of premium ranges of fragrances to stimulate consumers’ interest. However, the availability of many mass fragrances, as well as the use of body mist, could dampen sales of premium fragrances, since younger consumers are likely to opt for cheaper options due to budget constraints.
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This industry report originates from Passport, our Beauty and Personal Care market research database.