Fragrances in Singapore

PROSPECTS

Premium fragrances dominate over mass fragrances in terms of value sales

In Singapore, premium fragrances achieve higher value sales than mass fragrances. Unlike neighbouring Malaysia, mass fragrances are not in significant demand: celebrity fragrances do not charm Singaporeans’ sophisticated taste.

Fragrances vending machines appear in hypermarkets

SD Perfume, a local online fragrances retailer, has partnered with major local hypermarket franchise, Giant, to launch fragrances vending machines in selected locations. The collaboration is part of Giant’s VendMart initiative which was launched in late 2017 to offer 24-hour service to customers.

COMPETITIVE LANDSCAPE

International houses lead fragrances with luxury brands

In 2018, Coty Inc and LVMH Moët Hennessy Louis Vuitton SA remained the leading players in fragrances, with luxury brands such as Burberry, Gucci, Hugo Boss, Marc Jacobs, Bvlgari, Christian Dior and Kenzo. The luxury houses continue to introduce new marketing and products.

Local fragrance brands push their artisanal positioning and personalisation

As Singapore is a small yet 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.

Digital marketing: DKNY partners with BeautyPlus selfie app

For its new fragrance, DKNY Stories, the DKNY brand has collaborated with selfie and virtual try-on app, BeautyPlus, to offer an animated filter of New York city themes with an Empire State Building image, the DKNY logo and the #NYMADEME hashtag. The campaign was launched in Singapore in August 2018 before being rolled out to other Asian markets such as South Korea and Hong Kong.

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