Fragrances in Turkey

PROSPECTS

Luxury fashion houses tapping super premium fragrances

Luxury fashion houses continue to move into super premium fragrances in Turkey. In 2016, Louis Vuitton launched seven perfumes, each based around a different flower.

Strong new product development in fragrances

There will continue to be strong new product development in fragrances, with sales being fuelled by the strong performance of longstanding icons such as Chance and Miss Dior. There is likely to be a growing focus on changing fragrances, with seasonal limited editions thus likely to see growing popularity.

Internet retailing sales to continue growing

Many premium fragrances brands can now be found online at prices 20% lower than in traditional store-based retail outlets. Internet sales are particularly popular among second time buyers.

COMPETITIVE LANDSCAPE

Avon continues to lead sales

Avon’s top brands in fragrances are Avon Incandescence, Avon Perceive and Avon Wishes within mass women’s fragrances, while Avon Full Speed, Avon Individual Blue and Avon Perceive for Men lead mass men’s fragrances. However, the company lost sales share throughout the review period.

Millennials to drive fragrances sales

Advertising and marketing is focusing more on younger people as companies increasingly see millennials as their future consumers and are tailoring product ranges to meet preferences (eg environmentally friendly). For example, bottles of Louis Vuitton’s new fragrance are refillable, thus improving environmental sustainability.

Competition between local and international private label ranges

There will be increased competition between local and international apparel companies in mass fragrances over the coming years. Companies are expected to invest heavily in new product developments and advertising as a means of increasing their sales shares.

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