Fragrances in Singapore

PROSPECTS

Niche bespoke fragrances gain traction

Consumers in Singapore are generally comfortable with the mainstream and big designer brands of fragrances as these scents are easier to wear. Nevertheless, there is a growing number of consumers that are opting for niche and artisanal fragrances, as they look for unique and exclusive scents in order to be different.

Consumers looking for premium unisex fragrances

Premium unisex fragrances saw the most dynamic growth in current value terms in 2017, with this expected to continue over the forecast period. Such growth can be attributed to the shift in consumer preferences as they increasingly focus on choosing fragrances that express their individuality, rather than gender-specific items.

Beauty specialist retailers on the rise

With consumers showing a growing interest in niche and artisan fragrances there was a further shift from department stores towards beauty specialist retailers, with for example local brand Freda’D opening its first brick-and-mortar store in August 2017. These specialists offer experiences such as the opportunity to mix your own fragrances, or to receive consultations, as well as offering off-the-shelf products.

COMPETITIVE LANDSCAPE

Premium range dominates fragrances

Premium fragrances continued to dominate fragrances in current value terms in Singapore, with Bulgari Parfums, Parfums Christian Dior and Calvin Klein Cosmetics leading the way in 2017. Singaporeans are highly exposed to international brands and are therefore less likely to trade down to mass fragrances, as they are generally brand-oriented when it comes to fragrances.

Pop-up stores to entice consumers

Brand players increasingly experimented with pop-up stores over the review period. In 2017, Prada increased awareness for its fragrances by offering its range at a pop-up store in Singapore, which was also the largest one the brand had ever utilised worldwide.

Victoria’s Secret sees strong performance

Victoria’s Secret has received growing interest from Singaporeans with its range of lingerie, but its large range of fragrances has also gained growing interest, with this boosted by the brand opening a flagship store at Mandarin Gallery in November 2016. As a result of this opening Singapore received a lot of attention from the brand, with it running videos on its YoutTube page featuring its so-called Angels such as Adriana Lima.

Files are delivered directly into your account within a few minutes of purchase.