In 2021, fragrances saw positive current value growth, while in retail volume terms sales continued to decline, albeit at a lower rate than in 2020. In 2021, many Romanians continued to work from home and social activities remained limited in the first half of the year.
Direct selling is the leading distribution channel in mass fragrances, with the two main players, Avon Cosmetics Romania and Oriflame Cosmetics Romania, accounting for more than half of current value sales in 2021. In the past, the popularity of these companies was the result of their massive advertising campaigns and the wide availability of their products.
While Avon Cosmetics continued to lead fragrances as a product area as a whole in 2021, L’Oréal Groupe gained significant value share during the year following the relaunch of two of its perfumes: Valentino and Prada. L’Oréal Romania assumes the leading position in premium fragrances, benefiting from strong consumer loyalty.
It is expected that premium fragrances will outperform the mass fragrances over the forecast period, as a higher number of Romanians are interested in well-known premium brands. Owning and using these brands consumers gives them a special status in society, thus boosting their self-esteem.
Over the forecast period, e-commerce is expected to continue showing dynamic growth, particularly in the early forecast period when the category is growing from a smaller base. Many consumers will appreciate the convenience and ease the channel offers them and continue to use it out of habit.
More brands are expected to enter the category over the forecast period, especially Arabic brands, which have gained popularity in Romanian in the past few years. Arabic fragrances are well known for their strong and persistent smell, as well as good quality and good social position.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See All of Our DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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