Fragrances in Slovakia

PROSPECTS

Premium fragrances and unisex fragrances gain popularity

Premium fragrances gained retail value share in 2017 thanks to strengthening advertising support and slowly rising consumer purchasing power. However the main challenges the category faced in 2017 was the size of the masstige segment as well as economy fragrances brands which were marketed as premium.

Marketing support for premium brands strengthens in 2017

Premium products increased their marketing budgets in 2017 and were thus more visible than in 2016, for example television adverts for Chloé (from Coty Slovenská Republika sro). Premium unisex fragrances also benefitted from stronger marketing support, notably the Calvin Klein brand.

The major decision-making factors for Slovak consumers when purchasing fragrances

Fragrance concentration was not a factor in the purchase decision in 2017. While consumer education regarding the differences between various perfume concentrations continued to improve, there remained significant for improvement.

COMPETITIVE LANDSCAPE

Online consumer reviews and recommendations to play a greater role

Product recommendations are set to play in increasingly important role in the consumer decision-making process. Information from relatives and friends, or advice from, for example, pharmacists or hair care professionals was very popular.

Product innovation remains paramount for fragrances

While fragrances with a long history have already built a certain degree of consumer loyalty, product innovation is what drives the category. Consumers not only considered a product’s scent, but increasingly also sought premium packaging and designs, limited editions or simply a new experience.

Consumers seek price discounts in 2017

Price promotions and discounts remained popular as consumers sought value for money. However, price promotions were not as significant as in the past as retailers and manufacturers attempted to stabilise the intensive price discounting across all categories.

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