Fragrances in Singapore

PRE-COVID-19 PERFORMANCE

Premium fragrances continue to dominate value sales

In Singapore, premium fragrances continued to dominate overall fragrances value sales in 2019 as most people who use fragrances are those in higher-income brackets, often doing so for reasons of sophistication and lifestyle. Mass fragrances are not in significant demand: celebrity fragrances do not appeal to Singaporeans’ sophisticated taste.

International houses lead fragrances with luxury brands

International fragrance houses continue to dominate the category as wearing fragrance is seen as a sign of affluence and status. Coty Inc and LVMH Moët Hennessy Louis Vuitton SA remained the leading players in fragrances in 2019, with luxury brands such as Burberry, Gucci, Hugo Boss, Marc Jacobs, Bvlgari, Christian Dior and Kenzo.

Local fragrance brands push their artisanal positioning and personalisation

As Singapore is a small city state with urban consumer tastes, local fragrance brands target sophisticated consumers by means of an artisanal positioning in order to differentiate themselves from mainstream players. Niche brands often run workshops, offering consumers the opportunity to create their own bespoke fragrances.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Value sales in all areas of fragrances are declining in 2020 at constant 2019 prices, although the worsening performances will be slightly more marked in premium rather than mass fragrances. Fragrances will generally be one of the worst-hit beauty and personal care categories by COVID-19 in 2020, as people spending a lot of time at home will see less need to wear fragrances.

Recovery and opportunities

After the sharp decline in sales of fragrances in 2020 at constant 2019 prices, 2021 is expected to see a strong rebound as life returns to normal in Singapore, with local consumers able to go out and shop and socialise once again and tourists coming back to Singapore. From 2022 through to the end of the forecast period, growth will continue to be seen, but at more modest rates, and very much in line with the predictions made during research conducted at the end of 2019 before the spread of COVID-19.

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