Fragrances in the United Kingdom

PROSPECTS

Men’s fragrances increasingly seduce both male and female consumers

In 2018, sales of men’s fragrances outgrew sales of women’s fragrances for both the mass and prestige markets. The general tiredness around premium women’s fragrances has led to slower demand as consumers were looking for alternatives.

Personalisation and natural fragrances offer excitement to bored consumers

Fragrances offer ways for consumers to feel special or unique, and they directly appeal to olfactory senses. Not all consumers will smell a fragrance the same way on themselves and brands are increasingly playing the personalisation card.

Despite its decline, the mass market is not dead

In 2018, the mass fragrances market in the UK kept declining in retail value terms. However, some brands emanating from apparel and footwear specialist retailers have been emerging on the landscape.

COMPETITIVE LANDSCAPE

Investing in technology as a driver for future growth by top players

Digital devices and technology have been slowly impacting the beauty industry. All the top companies such as L’Oréal, Coty and Puig have been investing in innovation labs in order to foster not only new products but also new concept developments.

The distribution landscape keeps betting on experience

Distribution for fragrances in the UK has been stepping away from traditional distribution models. Whilst online sales remain difficult due to the nature of the category, this distribution channel has kept its relevance in 2018 and is expected to keep on growing over the forecast period.

Luxury designer fragrances are becoming exclusive

Luxury designer fragrances have been struggling in recent years. They have lost the interest of consumers, looking outdated and too expensive.

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