Fragrances, dominated by the mass segment, was significantly impacted by the pandemic in 2020 due to the home seclusion trend. With both an initial lockdown in March followed by the introduction of another later in the year, many consumers worked remotely, whilst restrictions meant that socialising, events and occasions (presenting opportunities to wear fragrances) were limited over the course of the year, which reduced frequency of purchases.
In contrast to many other beauty and personal care categories, the premium segment outperformed mass fragrances, gaining notable value share from the latter in 2020. Consumers of premium fragrances were not as financially challenged as the average Ukrainian and therefore continued to indulge in new purchases.
While Avon Cosmetics retained its overall leadership of fragrances in 2020, it continued to lose notable value share, a trend exacerbated by the pandemic and subsequent restrictions which limited the direct selling company’s face-to-face consultations. This scenario impacted other direct sellers including Mary Kay, although the latter managed to regain marginal value share after it introduced a premium variety of its fragrances, Illuminea, whereas its regular focus is on the mass segment.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See All of Our DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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