Fragrances in South Korea

PROSPECTS

Young consumers are easily exposed to fragrance products in multiple channels

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.

Authenticity matters in premium fragrances

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.

Other subcategories absorb demand away from 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.

COMPETITIVE LANDSCAPE

Department stores and importers competitively introduce new niche brands

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 launch fashionable fragrances

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.

Fashion houses progress with fragrance collections

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.

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