Fragrances in Turkey

PROSPECTS

Millennials the key driver of fragrances

Marketing and advertising initiatives are increasingly aimed at a younger audience, as companies increasingly see millennials as their future consumers. Companies tailor their strategies to millennials’ preferences, such as “clean” brands.

Demand for niche perfumes increases

Artisanal, niche fragrances that are not associated with any fashion labels, designers or celebrities are a fast-growing area. Many of these fragrances are made with natural and exotic ingredients instead of synthetic elements.

Rise of couture brand fragrances and flankers

Many luxury brands have expanded into fragrances as entry points for customers. Fragrances are often more affordable than luxury goods like bags and shoes, which allows luxury brands to tap into middle- and lower-income consumer groups.

COMPETITIVE LANDSCAPE

Avon heads the field

The leading player, Avon Kozmetik Ürünleri, offers top brands in fragrances: Avon Incandessence, Avon Perceive and Avon Wishes within mass women’s fragrances, and Avon Full Speed, Avon Individual Blue and Avon Perceive for Men in mass men’s fragrances. In 2018, the company launched its latest fragrance, Avon Eve Duet; its first dual-ended, mixable fragrance.

Growing competition in mass fragrances

There is expected to be increased competition between local and international apparel companies in mass fragrances in Turkey. Companies are set to invest heavily in new product developments and advertising as a means of increasing their value shares.

Internet retailing is a growing channel for fragrances

Many premium fragrances brands have started to be available via internet retailing at prices that are 20% lower than those found in physical outlets. In particular, second-time buyers of a fragrance are expect to choose the online channel for repeat purchases.

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