Brought to you by Imogen Matthews Associates

 

 

Fragrance: An Industry with Issues 

2016 was another flat year for the Fragrance Industry.

Despite an avalanche of launches and extended periods of discounting, the sector failed to achieve substantial growth.

Why?

The clues lie with consumers who are not engaging with fragrance in the ways that brands and retailers think they are.

Our research suggests that:

  • Discounting helps maintain the status quo only.
  • The retail experience is failing consumers.
  • Rather than empowering purchase, the slew of launches is causing overwhelm.
  • Celebrity fragrances have lost their glamour.
  • Consumers are disengaging from advertising.

What’s in the Report

Once again we’ll be looking at the industry from every angle including what’s hot, what’s not and an analysis of why the sector is stagnating:

In the report, you will discover:

  • Major premium fragrance trends.
  • Analysis on important industry activity from mergers and acquisitions to launches.
  • The ingredients making an impact.
  • The global trends to watch.
  • The niche brands making big waves.

Exclusive Consumer Research

In addition, we’ve got the results of our consumer research to share. It’s brand new and exclusive to the Fragrance Report 2017.

Once again, we surveyed 100s of women of all ages and from all walks of life.

We get their attitudes on fragrance and get their perspective on what will inspire purchase.

Strategies for Future Growth

The fragrance industry faces a long-term decline unless the following issues are addressed: too frequent launches, lack of support for long-established brands, disregard for consumer needs and wants, and ill-conceived discounting.

However, despite these failings, the sector is changing and evolving with much to be commended.

Our research has highlighted a number of emerging trends that offer massive opportunities for growth that remain as yet untapped.

They include:

  1. Genderless/Shared: Despite growth of this sector, retailers have yet to embrace this trend. Until they do, its huge revenue potential will go untapped.
  2. Niche: Artisan brands have a massive opportunity to break into the mainstream but first need to break from convention.
  3. Scent: It’s the heart and soul of every fragrance. It’s also the key purchase driver and yet its potential remains untapped by brands and marketers.
  4. Women Over 45: The demographic most likely to experiment and yet sadly overlooked by brands and their marketers.

By focusing on these four growth areas, fragrance businesses should be able to reduce their dependence on the transient Christmas period and build a strong year-round business.

However, they require a fresh way of thinking and, in some cases, a rejection of the status quo that has hampered growth for too long.

In the report, we investigate each of these trends and identify how they can help the fragrance industry turn the corner and move back into growth.

 

The Fragrance Report 2017 is available now price £549 +VAT.

 

Discount Code:

 

 

About The Premium Market Report

The Premium Market Report was established by Imogen Matthews to help you follow the right trends, produce profitable products and validate your most important strategic decisions.

Launched in 1993, it has become the new bible for Marketing Directors, Retail Buyers, Consultants and Media Agencies looking to stamp their mark on the cosmetics industry.

Now in 2016, instead of one single Premium Market Report, there will be four separate issues, which will provide a deep dive into the key product categories and important issues facing the premium beauty industry today.

A Career Gathering Valuable Insight into the Beauty Industry

In the 80’s Imogen was the Client Services Director at Syndicated Data Consultants {SDC}, a producer of high quality research for the cosmetics market. SDC’s reports included valuable insights into current and future trends that were uncovered by working closely with decision-makers. They were essential guides to what was going on in the markets and most beauty brands and retailers bought the reports year in, year out.

After Imogen left to start her own consultancy, the emphasis of SDC’s research changed, leaving no one to focus on cosmetics, skincare and fragrance – areas notoriously difficult to quantify.

Imogen was working as a trade journalist for many of the world’s leading cosmetics magazines when she was approached by two ex-clients, Julian Greenaway, then Managing Director of Guerlain, and Paola Schmid, then Marketing Director of Elizabeth Arden. They wanted her to help fill the void that SDC had left with a report that got under the skin of what was going on in the premium beauty market.

The result was The Premium Market Report.

 

 

 

Share Button

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close