Fragrances in Ukraine

PROSPECTS

Fragrances for women dominate over men’s fragrances

Ukrainians are traditionally much in favour of using fragrances frequently, if not on a daily basis by many. Whereas men sometimes use fragrances as a substitute for aftershave, women resort to fragrances for aesthetic purposes preferring to have different kinds of fragrances to suit different seasons (eg flower scents are popular for summer) and occasions (eg for work versus eating out).

Mass fragrances are being “chased” by premium ones

Mass fragrances dominate in Ukraine over premium variants in value terms as many people with average income levels, much impacted by the crisis of 2014 and 2015, cannot afford premium products and are forced to economise. Nonetheless, in recent years obsession with premium fragrances is growing, in parallel with widening assortments of such products and their improved availability.

Niche fragrances expand in presence

Innovations come regularly in fragrances and comprise not only assortments of existing players but also new brands coming into the country. Among the latter ones there are also niche brands, gaining in popularity in recent years in Ukraine.

COMPETITIVE LANDSCAPE

Direct selling companies losing share in fragrances in Ukraine

Avon Cosmetics Ukraine DP has an undisputed lead in Ukraine much due to its pioneering entry and wide assortment of fragrances enriched with regular innovations and offered at attractive prices. The company, being a direct seller, enjoys a good reach to Ukrainian consumers all over the country, not only in cities where specialists selling good quality fragrances concentrate.

Fragrances suffer from counterfeiting

At the end of the review period, fragrances in Ukraine witnessed a negative effect from fraudulent sales. It is not only about fragrances sold “by the glass” (ie poured in bottles as per requested amount purchased at the place of sale).

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