Premium unisex products witnessed growing popularity in Slovakia during 2018, benefiting from a rising number of products, as well as lifestyles where couples like sharing their favourite products. Mass unisex fragrances have seen significantly less development than premium unisex fragrances, which was the fastest growing category within fragrances in 2018.
Women’s fragrances drive overall sales, thanks to rising purchasing power and a willingness to buy novel scents. Fragrances inspired by characteristics associated with the Orient, such as harmony, calmness and exotic flowers, have grown in popularity, because such qualities increasingly appeal to consumers.
Online sales for fragrances were significant in 2018, and continue to grow dynamically, as consumers are less wary of shopping online in different countries, such as the Czech Republic, with which there is no language barrier. Product reviews and tips from friends and bloggers are becoming increasingly influential.
Glamour Slovensko lost a major distributor in the second half of 2017, which negatively impacted its performance throughout 2018. The company managed to make up for a portion of the lost sales thanks to offering new brands, such as Bentley; nevertheless, it lost the rights to sell powerhouse brands such as Hugo Boss, Lacoste, Gucci, Dolce & Gabbana and Escada, which led to weakened distribution and shortages of stock during 2018.
Limited editions were successful in 2018, such as Hugo Boss’s Boss Bottled 20th Anniversary Edition. Players were mostly interested in seasonal perfumes, such as Jimmy Choo Blossom Special Edition, which was launched for the spring season, and Yves Rocher’s Evidence Spring Edition.
Improved product presentation is expected to be more widely used at retail stores, using specially designed stands to help improve product visibility in stores. While fragrances are not typically an impulse purchase, highlighting a brand over competitors via dedicated selling space and advertisements should help drive sales.
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This industry report originates from Passport, our Beauty and Personal Care market research database.