Perfume market
PERFUME MARKET!
Index!
• Brand Recognition
• Marketing
• Future Expectations
• Success Stories
• Leading Competition
• Product characteristics
• Global Market for flavors and fragances
• Bibliography
• Consumer behavior
• Market Research
Brand Recognition!
• One of the strongest selling points of perfume is its brand name
• Often bolstered by celebrity representation
• Of the top-selling 100 fragrances, 31 are tied to celebrities (2012)
• In 2012, there were 85 star perfume or cologne launches compared with only
10 a decade ago
• Connection to celebrity representation gives the consumer a sense of prestige.
• Product related to luxury
Marketing!
• Visual imagery is an integral part of perfume marketing • Generally, the product cannot be advertised through it’s fragrance
• Marketers rely strongly on visuals
• Celebrity representations
• Olfactory-related images
(ex. Flowers, landscapes, fruit, etc.)
• The shape of the bottle is an important selling point
• The shock factor of sexuality is constantly used my marketers to create a strong impression about the product Success stories!
Spanish Market
Success stories!
Spanish Market
23 Million bottles sold
(2008-2011)
Sexuality and “success” to be relevant for men’s
15,6% increase in cologne segment
Gold in Effie 's award
Connection between mother-kids and the role of the cologne
Product characteristics!
• Stationary product
- Peak Periods:
- Christmas
- Valentine’s Day
- Spring break
• Considered as a gift product:
- Packaging is highly important
- Relatively prestigious gift
• Packaging is usually vertical to reflect similarity between the product and the consumer
• Used to exalt sense of fashion and social status
Consumer Behavior!
• Consumer behavior related to fragrances varies inmensly between cultures
• In Asia there is a traditional perception of
Index!
• Brand Recognition
• Marketing
• Future Expectations
• Success Stories
• Leading Competition
• Product characteristics
• Global Market for flavors and fragances
• Bibliography
• Consumer behavior
• Market Research
Brand Recognition!
• One of the strongest selling points of perfume is its brand name
• Often bolstered by celebrity representation
• Of the top-selling 100 fragrances, 31 are tied to celebrities (2012)
• In 2012, there were 85 star perfume or cologne launches compared with only
10 a decade ago
• Connection to celebrity representation gives the consumer a sense of prestige.
• Product related to luxury
Marketing!
• Visual imagery is an integral part of perfume marketing • Generally, the product cannot be advertised through it’s fragrance
• Marketers rely strongly on visuals
• Celebrity representations
• Olfactory-related images
(ex. Flowers, landscapes, fruit, etc.)
• The shape of the bottle is an important selling point
• The shock factor of sexuality is constantly used my marketers to create a strong impression about the product Success stories!
Spanish Market
Success stories!
Spanish Market
23 Million bottles sold
(2008-2011)
Sexuality and “success” to be relevant for men’s
15,6% increase in cologne segment
Gold in Effie 's award
Connection between mother-kids and the role of the cologne
Product characteristics!
• Stationary product
- Peak Periods:
- Christmas
- Valentine’s Day
- Spring break
• Considered as a gift product:
- Packaging is highly important
- Relatively prestigious gift
• Packaging is usually vertical to reflect similarity between the product and the consumer
• Used to exalt sense of fashion and social status
Consumer Behavior!
• Consumer behavior related to fragrances varies inmensly between cultures
• In Asia there is a traditional perception of
Bibliography: • http://www.ehow.com/info_7743468_perfume-market-analysis.html • http://www.perfumerflavorist.com/fragrance/trends/Report-GlobalFragrances-Perfumes-Market-To-Reach-456B-by-2018-197588241.html • h#p://www.reportlinker.com/ci02149/Fragrance.html • BCC research • http://www.larissakunes.com/wp-content/uploads/2011/01/PinnacleSolutions-Perfume-Presentation.pdf • http://www.puig.com/html/es_ES/passion-success-detail/12 • http://www.hollywoodreporter.com/news/jennifer-lopez-britney-spearsbest-427374 • http://www.marketingnews.es/gran-consumo/noticia/1078065028005/ premios-eficacia-2013-nenuco-reto.1.html •http://www.statisticbrain.com/perfume-industry-statistics/