Fragrances in Thailand

PROSPECTS

International brands dominate sales of premium fragrances

Premium fragrances is mainly the preserve of international companies such as Estée Lauder, Chanel and Dior and each of these companies offers numerous brands such as Beyond Paradise, DKNY, Clinique Happy, Tommy and Aramis Always for Women. Many Thai people base their choice of premium fragrance on the brand name.

Sales of fragrances through travel retail set to continue growing strongly

The review period saw travel retail emerge strongly as a distribution channel for premium fragrances. The key trend behind this was the strong increases registered in the numbers of inbound tourist arrivals, especially from China and other Asian countries.

Local brands continue to gain ground in mass fragrances with innovative products

Recent years have seen local brands break through in various categories of beauty and personal care and fragrances is no exception. Although local brands have little chance of being able to compete on an even footing with the leading international names in premium fragrances, they are making their mark in mass fragrances.

COMPETITIVE LANDSCAPE

Better Way (Thailand) Co Ltd leads mass fragrances

With mass fragrances dominant in overall sales of fragrances, the direct selling company Better Way was able to maintain its leading position in a highly fragmented category in 2018. The company’s leading brand Mistine offers a wide range of mass fragrances for men and women and with mass women’s fragrances the largest and most dynamic fragrances category, this is the company’s main focus.

Elca (Thailand) Co Ltd remains the leading player in premium fragrances

Estée Lauder’s local subsidiary Elca (Thailand) Co Ltd remains the leading player in premium fragrances. The company continues to benefit from the strong consumer interest in its wide portfolio of premium fragrances under brands such as Estée Lauder Beyond Paradise, DKNY, Clinique Happy, Tommy and Aramis Always for Women.

Osotspa innovates with the launch of a new product line

The rise of multi-functional products remains one of the key trends driving sales across the beauty and personal care industry and this innovation spread to mass fragrances in 2018 with the launch of local company Osotspa’s 12 plus brand. This new product is a perfume mist that can be used on the body and the hair.

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