Fragrances in New Zealand

PROSPECTS

Premium mini fragrance sets

Over the latter half of the review period manufacturers launched popular fragrances in mini sets. These are normally smaller bottles of 10-25ml in sets of three to six varieties.

Body mists threaten mass fragrances

Over the review period there was a strong trend of fragrance companies developing body mists to freshen the body. Body mists are less concentrated and have a lighter scent than fragrances, and are generally sprayed over the whole body rather than on pulse points.

Brand extensions continue to drive sales

Over the review period, well-known brands were extended into limited-edition fragrances, or flagship brands launched extensions, rather than introducing completely new fragrances. As consumers are less loyal to one brand, companies focused on revitalising existing brands by offering brand extensions.

COMPETITIVE LANDSCAPE

Elizabeth Arden and Revlon

Elizabeth Arden (NZ) led fragrances in NBO value terms in 2017. With the amalgamation of Elizabeth Arden and Revlon globally, through the acquisition by Revlon Inc, GBO Revlon held a much stronger value share from 2016, jumping into the leading position.

Gap expected with the departure of Avon

With the announcement of Avon’s departure from New Zealand by the end of 2018, a gap is expected in mass fragrances. In 2017, Avon Cosmetics was fourth within this category.

Domestic distributor for Coty fragrances

Trilogy International acquired CS Co in 2015, the distributor of Coty’s products in New Zealand. Coty saw an increase in its share in 2017, thanks to strong brands such as Gucci, Hugo Boss and Calvin Klein.

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