Fragrances in Peru

PROSPECTS

Aroma and fixation are key attributes

The main attributes that customers seek when selecting a perfume are the aroma and fixation, which lengthens the period of time over which the fragrance remains perceptible. However, they also react favourably to beautiful or attractive packaging, whether the bottles or boxes that are considered part of the product, and this explains why sales of generic perfumes have not been successful.

Sales are seasonal

A large proportion of annual sales occur on three special dates: Christmas, Mother's Day and Father's Day. Direct sellers start announcing their fragrances one month in advance of the special date and offer diverse promotions, including reduced prices and combinations, by combining perfumes with other products such as body lotions, deodorants, cosmetics and even jewellery.

Consumers are migrating to cheaper brands

Due to economic deceleration, shopping frequency is less often because consumers try to use the product for a longer period of time. Until now, this has not caused down-trading but there is a small loss of customers or share to retailers, but most consumers remain with the catalogue.

COMPETITIVE LANDSCAPE

Category dominated by local direct sellers

The category is lead by mass fragrances but according to manufacturers not all brands offer the same benefits, for example brands such as Unique-Yanbal or L’Bel consider themselves premium, because they use high-quality ingredients and offer longer fixation when these fragrances are worn. In addition, direct sellers that lead the category offer attractive bottle shapes and beautiful packaging which draw and retain consumers, and these brands cannot be compared with other options such as those sold in supermarkets or in traditional beauty specialists.

Online channel is penetrating

Online selling is perfectly adapted to this category, because once the consumer has experienced the aroma this does not change over time, which generates a guarantee that the product they receive will be exactly as requested through the app or web page. The companies that perform best in online sales are department stores such as Saga Falabella and Ripley that offer both premium and mass perfumes.

New fragrances are penetrating

Fragrances that are promoted under the names of famous artists manage to attract consumers, but only for a short period of time associated with advertising or with the image of that specific artist; this is why more traditional brands do not see them as strong competitors. Those consumers who are 30 years old or younger are the most likely to acquire new products and change brands frequently, while older consumers are more loyal and traditional.

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