Fragrances in New Zealand

PROSPECTS

Premium fragrances to perform well over the forecast period

Premium fragrances, in particular men’s premium fragrances, are projected to record stable current value growth over the forecast period. They are becoming increasingly popular amongst millennials who wear perfume for individuality and to experience affordable luxury.

Discounting appeals to local consumers

Fragrances is saturated with a high number of product offerings, especially within the women’s segment. Fragrances are distributed through department stores including Farmers, discounters such as Chemist Warehouse and chemists/pharmacies including Life pharmacy and Unichem.

Travel sizes and sets experience growing demand

With an increasing number of New Zealanders travelling, according to Statistics NZ, almost all premium fragrance brands include travel sizes and gift sets. Tom Ford for example, offers mini sets for its Musk collection and travel spray sets for its Black Orchid, Noir Extreme and Grey Vetiver ranges.

COMPETITIVE LANDSCAPE

Elizabeth Arden strengthens lead

Elizabeth Arden continued to gain value share in 2018, strengthening its overall lead of both mass and premium fragrances. The player owns a number of brands including Red Door, while collaborations with celebrities such as Taylor Swift and Elizabeth Taylor (Elizabeth Taylor White Diamonds) have led to its brands holding four out of the top five rankings in overall fragrances in 2018.

Coty retains second position

Aided by its strong fragrance portfolio including Gucci, Calvin Klein and other celebrity fragrances, Coty Inc is one of the biggest players in the industry. The company experienced increasing sales after Gucci extended its Gucci Bloom fragrance by adding two more scents to its classic offering.

Rise of strategic partnerships

During the review period, L'Oréal announced a long-term partnership with Valentino to distribute premium fragrances under the Valentino brand worldwide. Valentino has a range of popular men’s and women’s premium fragrances including Valentino Donna, Valentino Uomo and Valentina.

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