The retail landscape supports the massive growth of fragrances. Young consumers are increasingly showing more interest in using fragrances each year and drugstores such as Olive Young, Lalavla and Boots are supporting this trend.
Fragrance sets/kits or trial/sample sets are mainly sold via individual sellers through internet retailing. However, due to concerns over authenticity, most consumers try to avoid assuming that internet retailers sometimes sell counterfeit fragrances.
Deodorant sprays and fragranced body lotions are absorbing demand away from fragrances. Some consumers prefer to use deodorant sprays and fragranced body lotions for mild scents and like to layer the same product line of lotion and spray to ensure a long-lasting note.
Niche brands continue to expand presence in South Korea. Niche brands are introduced to the domestic market by importing conglomerates such as Shinsegae International and three representative department stores; Lotte, Hyundai and Shinsegae.
Local players, which previously concentrated on skin care and colour cosmetics, are seeking to penetrate fragrances. AmorePacific’s Hera brand launched roller-type fragrances in 2018, after a series of new fragrances were introduced in 2017.
Fragrance products of fashion brands are aggressively entering South Korea. In the past, US fashion brands such as Abercrombie and Hollister introduced fragrance products to consumers in South Korea.
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This industry report originates from Passport, our Beauty and Personal Care market research database.