Fragrances in Romania

PROSPECTS

Higher incomes support trend for greater sophistication

Fragrances is the largest category within beauty and personal care. This is attributable to the traditional consumption of fragrances, which have long represented one of the most sought products for self-expression, although access to international brands was limited until recent decades.

Premium fragrances is the fastest growing

Premium fragrances were far more popular in 2018 than premium products in other categories of beauty and personal care. Premium fragrances are purchased not only by consumers who usually purchase premium brands in general, but also by middle-income consumers who care about their image and pay a lot of attention to this aspect of personal wellbeing.

Distribution sustains performance

Distribution of fragrances is led by non-grocery retailers like beauty specialist retailers, direct selling and internet retailing. Direct selling and beauty specialist retailers enjoy strong consumer confidence regarding the quality and the genuine character of the products.

COMPETITIVE LANDSCAPE

Direct sellers lead

Direct sellers hold a considerable share of category sales because of their extensive distribution networks, with representatives capable of reaching the most remote localities. Avon Cosmetics Romania SRL retained a comfortable lead in 2018, followed by Oriflame Cosmetics Romania SRL and other international players.

International players dominate

Fragrances is dominated by international players. Mass products, which lead sales, are split between international companies, with direct sellers having a strong presence.

Private label has only a marginal share

The share of private label is very small within fragrances, owing partly to the strength of direct sellers in mass fragrances, which are the closest competitors to private label. Fragrances brands are perceived as providing individualisation, often at affordable prices, leaving little room for private label to compete.

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