Fragrances in Uruguay

PROSPECTS

Women predominantly purchase premium fragrances whilst men choose mass

Value sales of premium fragrances in Uruguay are almost totally generated by women’s fragrances, as women spend a much higher quantity of money than men do on these products. On the other hand, mass men’s fragrances accounted for a higher share of mass value sales than mass women’s fragrances did in 2018.

Fragrances remains a very stable category

Fragrances are not considered to be necessary products in Uruguay, but the majority of local consumers use them. Despite there being many new product launches, there has been little innovation in this category, with only a few changes in product odours.

Significant weight from door-to-door sellers

Direct sellers rank amongst the leading players in fragrances. It is common for these companies to hoard a big consumer base, advertising their products online, and commonly going from door to door selling their products.

COMPETITIVE LANDSCAPE

International companies hold the leading value shares

International companies L'Oréal Uruguay and Cosmeticos Avon de Uruguay continued to hold the leading value shares in 2018. L'Oréal Uruguay led premium fragrances in the country with a vast variety of fragrances.

Terry, a local company, ranks amongst the leaders in the country

International companies account for the majority of fragrances sales in the country, as they have more resources with which to invest and advertise their products. However, Terry, a local company, has managed to gain the third position amongst the leading companies in value sales and continues to gain value share by selling mass fragrances that are well recognised in the country.

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