With Uruguay’s borders remaining closed until October 2021, sales of premium fragrances registered dynamic growth in volume and value terms in 2021. Consumers usually buy premium fragrances in duty free shops, but during 2021 the demand was almost exclusively focused on stores inside the country, mainly beauty specialist retailers and drugstores/parapharmacies.
In contrast to premium fragrances, mass fragrances registered a small decline in retail volume terms in 2021. This was partly because some mid-income consumers traded up to premium fragrances to treat themselves during 2020 and 2021, with this impacting negatively on sales of mass fragrances.
L'Oréal Uruguay SA increased its lead in premium fragrances in 2021, with the company also holding the overall lead in fragrances. The company employed aggressive pricing strategies in 2021 to help drive sales, much more so than other companies.
According to industry sources, despite Uruguay’s borders being open again there is not expected to be a significant shift back to shopping for fragrances in duty-free shops rather than local stores. This is because of the discounts and promotions being offered by these local retailers both online and in stores, with the prices available in duty-free shops now more similar to those offered by local retailers.
Within beauty and personal care, fragrances is the category in which e-commerce holds the largest share. Leading chains of drugstores/parapharmacies such as San Roque and Farmashop have played a key role in the high penetration of e-commerce in this category, as well as Perfumerias Todo, a beauty and specialist retailer chain focused exclusively on premium brands.
Direct selling plays a key role in sales of mass fragrances in Uruguay with brands such as Avon, Armand Dupree and Mary Kay leading the way. However, over the forecast period there is expected to be a change in the way in which direct selling companies operate, with the channel having lost ground during the review period, but especially since the start of the pandemic.
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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 Definitions
This report originates from Passport, our Fragrances research and analysis database.
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