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A P R E S E N T A T I O N
F R A G R A N C E C O M P A N Y
Specially prepared for ICPC 2016 Symposium, Izmir, Turkey
by Miss Maria Gika & Mr Nikos Santiris
PART
A INCORPORATING FRAGRANCE SUCCESSFULLY INTO COSMETIC PRODUCTS
OUTLINE
PART
B AN OVERVIEW OF MARKET TRENDS IN FRAGRANCES
T H I S S M E L L S G R E A T !
1 GLOBAL MARKET
2 CONSUMERS’ ATTITUDES & LIFESTYLES
3 META-TRENDS AFFECTING NEW PRODUCT DEVELOPMENT
4 CONCLUSIONS
AN OVERVIEW OF MARKET TRENDS IN FRAGRANCES
GLOBAL MARKET 1
T H I S S M E L L S G R E A T
THE FASTEST GROWING AND THE MORE MATURE MARKETS FOR FRAGRANCES
WOMEN VERSUS MEN FRAGRANCES
PRODUCT CLAIMS
FRAGRANCE TRENDS
G L O B A L M A R K E T
1
Source: Mintel
Note: the size of each bubble represents the respective size of the market in value (2015)
(*) forecast
Ret
ail m
arke
t sp
end
per
cap
ita
(po
pu
lati
on
) in
20
15
(U
S$)
Compound Annual Growth Rate (%) – Predicted average value growth over next 5 years
HIGH GROWTH HIGH SPEND PER
CAPITA
HIGH GROWTH LOW SPEND PER
CAPITA
LOW GROWTH LOW SPEND PER
CAPITA
LOW GROWTH HIGH SPEND PER
CAPITA
FASTEST GROWING & THE MORE MATURE MARKETS FOR FRAGRANCES IN THE WORLD
G L O B A L M A R K E T
1
FASTEST GROWING & THE MORE MATURE MARKETS FOR FRAGRANCES IN EUROPE
HIGH GROWTH HIGH SPEND PER
CAPITA
HIGH GROWTH LOW SPEND PER
CAPITA
LOW GROWTH LOW SPEND PER
CAPITA
LOW GROWTH HIGH SPEND PER
CAPITA
Source: Mintel
Note: the size of each bubble represents the respective size of the market in value (2015)
(*) forecast
Ret
ail m
arke
t sp
end
per
cap
ita
(po
pu
lati
on
) in
20
15
(U
S$)
Compound Annual Growth Rate (%) – Predicted average value growth over next 5 years
G L O B A L M A R K E T
1
NEW FRAGRANCE LAUNCHES 2010-2016
Fragrance 2010 2011 2012 2013 2014 2015 2016 ytd
Feminine 857 785 916 971 942 880 585
Masculine 317 318 359 350 377 352 245
Unisex 236 273 428 443 555 801 596
TOTAL 1410 1376 1703 1764 1874 2033 1426
Source: www.fragrancesoftheworld.info
G L O B A L M A R K E T
1
WOMEN VS MEN FRAGRANCES V
aria
nts
(%
of
seri
es)
Women’s fragrances are consistently on top of NPD
Source: Mintel
Women’s
Men’s
Unisex
G L O B A L M A R K E T
1
WOMEN VS MEN FRAGRANCES
Fragrances NPD, by region and sub-category, October 2013-2014
Var
ian
ts (
% o
f se
ries
)
Unisex fragrances have the highest NPD in Europe
Source: Mintel
Women’s
Men’s
Unisex
G L O B A L M A R K E T
1
THE MOST IMPORTANT CLAIMS
G L O B A L M A R K E T
Top 5 claims, October 2014-2015
Ethical – Animal Botanical/Herbal
Seasonal Limited Edition
Ethical – Environmentally Friendly Package
Ethical – Environmentally Friendly Package Ethical – Environmentally Friendly Product
Seasonal Ethical – Animal Limited Edition Aromatherapy
Botanical/Herbal Aromatherapy
For Sensitive Skin Babies & Toddlers (0-4y)
Limited Edition
Un
isex
M
en’s
W
om
en’s
Source: Mintel
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
Personal fragrance diffusers Le p’tit sniff
• It is a mini refillable and rechargeable fragrance diffuser
(marketed as neither an aerosol nor a spray).
• It is said to offer a clean and easy to use alternative to traditional fragrance blotters/testers.
• It will be showcased at Made in France Expo
on November 18-20, 2016, in Paris.
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
Personal fragrance diffusers – Sony collaboration with Neal’s Yard
Aromastic from Sony is a portable aroma diffuser launched in Japan. It carries five different Neal’s Yard essential oil blends (in a cartridge).
Blends include:
• Basic Cartridge (with Focus, Exotica, Woman’s Balance, Night Time and Vitality)
• For Beauty Cartridge (with Woman’s Balance, Frankincense, Geranium, Rose Otto and Neroli)
• For Business Cartridge (with Calming, Rosemary, Lemongrass, Lavender and Jasmine).
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
Personal fragrance diffusers - in an alarm clock
• The Sensorwake olfactory alarm clock uses scent instead of sound to gently wake people up. Sensorwake diffuses an aroma from a scented capsule inserted into the device.
• Scent variants comprise: Seaside, Croissant, Toast, Espresso, Chocolate, Peppermint and Grass.
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
Personal fragrance diffusers - in a scent speaker
• The Cyrano digital Scent speaker instantly matches scents with any song on your playlist to deepen your music's mood.
• Uses App on iPhone • Connects with Spotify • Designed to work in relatively small spaces so
as not to overwhelm officemates or family members.
Scent + Music
Get Energized Peppermint, Orange ginger, Pine, Wingz Get Relaxed Lavender, Vanilla, Lilac, Honeysuckle Get Away Guava, Coconut, Venetian Bellini, Suntan
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
Fragrance & Flavour – the right cup
Start-up company The Right Cup has designed a fruit flavoured cup with a scented inner lining that convinces the brain that consumers are drinking a sugary fruit juice instead of plain water.
“trick the brain”
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
New format: Touche de parfum
Dior J'Adore Touche de Parfum
A highly concentrated custom perfume essence which allows users to create a more unique fragrance
Chanel Coco Mademoiselle Touche De Parfum An olfactory accessory designed to provide a totally personal, unexpected and ultra-sophisticated way to apply fragrance discreetly anywhere, any time and in any circumstance
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
New format: Oil Fragrance with roll-on or dropper
Giorgio Armani Sì
Perfume Oil
inspired by the perfumed oils of ancient Egypt
The Body Shop Black Musk Perfume Oil
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
New format: Fragrance Foam
The perfume foam is available in a aerosol can; users shake the can, dispense the foam onto hands, and then apply. Or the foam can be applied directly to the neck/pulse points. Variants: • Passion Fashion (a peony,
passion & guava fragrance) • Vanilla Gorilla (vanilla) • Fairy Berry (peony and
blackberry)
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
New format: Solid Fragrance
Ferragamo Signorina Eleganza Solid Perfume necklace
Marc Jacobs Daisy
Solid Fragrance necklace
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
More and more brands move into fragrances
Christian Louboutin
A range of three scents: Bikini Questa Sera, Tornade Blonde &
Trouble in Heaven
Louis Vuitton
A range of seven scents: Rose des Vents; Turbulences; Dans la Peau; Apogée; Contre Moi; Matière Noire; and Mille Feux
Michael Bublé – By Invitation
For women
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
Eye-catching packaging
Moschino
Fresh Couture
2015
Marc Jacobs
Decadence
2015
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
Eye-catching packaging
Carolina Herrera
Good Girl
2016
Kenzo
World
2016
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
What’s inside - The “juice”
Fresh scents Pepper, Amber, Jasmine, Musk
Oriental scents Amber, Oud
Woody scents Leather, Mandarin, Tuberose, Violet Fern (old barberhop)
Floral scents Rose, Violet, Honeysuckle, Berries
Fall-Winter 2016/2017 Earthiness & Sensuality
G L O B A L M A R K E T
1
FRAGRANCE TRENDS
What’s inside - The “juice”
Less gourmand Not so sweet, we have reached the peak of this trend More Oud More Oud targeted to specific markets
More florals in Men’s fragrances Iris, Rose, Violet
More Unisex & Niche fragrances Expression of freedom doesn’t have to do with gender
Spring-Summer 2017 Freedom & Sensuality
AN OVERVIEW OF MARKET TRENDS IN FRAGRANCES
CONSUMERS’
ATTITUDES &
LIFESTYLE
2
T H I S S M E L L S G R E A T
CONSUMERS’ ATTITUDES VERSUS FRAGRANCES
CHANGING LIFESTYLES & FRAGRANCE CREATION
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E 2
CONSUMERS’ ATTITUDES VERSUS FRAGRANCES
o Today’s fragrance consumers like to have a “fragrance wardrobe” instead of only a few scents
o As a result companies are offering
smaller sizes which come at affordable prices and can also be used when travelling
o Body sprays, mists or splashes become popular
Value means much more than price
CONSUMERS’ ATTITUDES VERSUS FRAGRANCES
Value means much more than price
A product with sentimental value as it triggers childhood memories Suitable for both women and men. TOP: citrusy and clean notes of bergamot, lavender and mandarin MIDDLE: a bouquet of rose, freesia, lily of the valley and ylang-ylang BACK: sandalwood with powdery accords
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
2
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
2
CONSUMERS’ ATTITUDES VERSUS FRAGRANCES
Consumers want to learn more about fragrances
can grow the market by educating consumers about different fragrance options.
Fragrance companies
The vast number of fragrances and concentrations available on the market can lead to fragrance blindness, pushing consumers to stick with what they already know.
Fragrance blindness
could be a way to engage consumers to try new olfactive directions.
In-store guidance
Small sampling could be a means of educating
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
2
CONSUMERS’ ATTITUDES VERSUS FRAGRANCES
Consumers want to learn more about fragrances
In fragrance boutiques in
airports around the world,
consumers can use the
olfactory displays to select
fragrances according to
specific scents or touch-
screen tablets to find
product details or gift ideas.
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
2
CONSUMERS’ ATTITUDES VERSUS FRAGRANCES
Consumers want affordable products – Economy crisis
With many countries hit hard by the economy crisis, it comes as no surprise to companies worldwide that consumers want cheap products
• Reduce the volume of EDT from 100 ml to 50, 30 or even 20 ml, to be able to sustain sales
• Increase the number of mass market fragrances that come cheaper in price
• Market more unisex fragrances • Modify formulas to achieve lower cost
Fragrance manufacturers
New businesses Small perfume shops that sell fragrances in bulk in type of famous ones
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
2
CHANGING LIFESTYLES AND FRAGRANCE CREATION
TV & WEB
TRAVEL
DECORATION
FOOD
Inspiration for fragrance comes from life
CHANGING LIFESTYLES & FRAGRANCE CREATION
Joana Vasconcelos Piano Dentelle
Peoneden wallpaper, House of Hackney
Zimmerman, SS16 catwalk
Bedding set, BHS
Priscilla Jones, wire & textile sculpture
Ralph Lauren, Tender Romance
ESCAPE
CHANGING LIFESTYLES & FRAGRANCE CREATION
Jennifer Collier, recycled paper art
D&G, Light Blue Beauty of Capri
D&G, SS 2016
ESCAPE
NEWRUSTIQUE CHANGING LIFESTYLES & FRAGRANCE CREATION
Murtoli restaurant, Corsica
Mast Chocolates
Carlo Contin, Ninna chair
Arik Levy light
NEWRUST IQUE
Maison Aimable, Cactus vase
CURIOUS NATURE
CHANGING LIFESTYLES & FRAGRANCE CREATION
Ruud van Empel – Dawn 4
John Derian – Red Seaweed plate
Thomas Boog
CURIOUS NATURE
Jo Malone Nasturtium & Clover
AN OVERVIEW OF MARKET TRENDS IN FRAGRANCES
META-TRENDS
AFFECTING
NEW PRODUCT
DEVELOPMENT
3
T H I S S M E L L S G R E A T
AGING POPULATION
TECHNOLOGY
ETHICS
NEXT GENERATION
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
AGING POPULATION
A commercial opportunity
Elderly people are now identified as the key consumer demographic of the future.
New purchasing power
Active, engaged seniors look for products that can keep them looking younger and feeling competitive.
Men are living 11 and women 12 years longer than 40 years ago*
*Source: Global Burden of Disease study 2010,
The Lancet 2012
Memo Eau de Parfum It features sesame as a main fragrance note, a symbol of health and longevity in Asia
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
TECHNOLOGY
Access Anything, Anywhere
Smartphones and tablets are changing the way we communicate and live. These devices are becoming remote controls for our lives, helping us access things we want to buy, control things we already own and analyze things we want to understand. Society relies more and more on technology for every aspect of life.
#Generation for Her
Eau de Toilette
(Canada)
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
ETHICS
Increased automation in every aspect of society has led to a counter trend, where human services and hand-made products are being elevated and prized. Consumers are craving these products for their taste and individuality in a world where efficient, mass production dominates.
Eau de Toilette The Body Shop (UK) It is formulated with Community Fair Trade organic alcohol that has been handmade from sugar cane in Cotopaxi, Ecuador
By 2030, 50% of all jobs will be technologically outmoded Source: Da Vinci Institute
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
NEXT GENERATION
Brands seek to better target younger consumers/Millennials
Young consumers tend to be the most engaged with the fragrances market.
A usual way to attract young consumers is to promote fragrances of celebrities that appeal to them. However their sales are decreasing globally yet they remain important.
So brands are looking at other ways of engaging with younger consumers.
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
NEXT GENERATION
Brands seek to better target younger consumers/Millennials
New ways to engage with younger consumers:
• New versions of classic perfumes for the young consumers
• The use of social media & digital advertising campaigns
• Gender fluid trend
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
NEXT GENERATION
New interpretations of heritage scents
Chanel No. 5 L’Eau
Light and fresh version of the original Chanel No. 5
Calvin Klein – Deep Euphoria
Interpretation of the classic Euphoria scent, for younger women
Christian Dior – Poison Girl
Interpretation of the classic Poison scent, for younger women
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
NEXT GENERATION
New social media - Snapchat
My Burberry Black uses Snapchat Lens Snapchat story for Gucci Guilty with Jared Leto
C O N S U M E R S ’ A T T I T U D E S &
L I F E S T Y L E
3
NEXT GENERATION
Gender Fluid Trend
Gender fluidity continues to be a trend in popular culture, especially among younger consumers, arguably benefiting the unisex fragrance segment.
Boy Chanel
The motivation for this scent is to show how well a male scent can be worn by a woman
Calvin Klein ck2
A gender-free fragrance “designed to celebrate the life of today's youth” and “celebrate the diversity of connections between two people”
Ariana Grande Frankie
A limited edition unisex/gender-neutral fragrance, described as “a celebration of the loving and lively relationship between Ariana and Frankie Grande
AN OVERVIEW OF MARKET TRENDS IN FRAGRANCES
LET’S TALK ABOUT IT! CONCLUSIONS
4
T H I S S M E L L S G R E A T
• Unisex fragrances NPD will grow in the near future • Technology provides exciting new appliances that can boost fragrance sales • Old generation has big sales potential • New generation needs to be approached in original ways • Economy crisis leads to new fields of product development
CONCLUS IONS
4 LET’S TALK ABOUT IT!
CONTACT
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