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Fragrances - China - July 2014

Published By :

Mintel

Published Date : Jul 2014

Category :

Fragrances

No. of Pages : 145 Pages

Most consumers only wear fragrances on special occasions. Smart brands know to tie up their fragrance story based on special occasions. Fragrance concepts developed around emotions and mood could also be more appealing to women.
Table of Content

Introduction

Products covered in this report:
Methodology
Limitation
Abbreviations
Definitions

Executive Summary

Thinking from a global perspective
Figure 1: Best- and worst-case forecast of China retail value sales of fragrance, 2009-19
Women’s fragrance dominates the market
“Showing off” is the new luxury
Figure 2: New product launches, by top fragrance groups, 2009-13
Occasional fragrance wearers are the majority
Figure 3: Usage occasion, April 2014
A safe bet for the girls
Figure 4: Purchase purpose, April 2014
Associating products with different occasions
Figure 5: Purchase occasion, April 2014
What we think

Issues and Insights

A safe bet for the girls
The facts
The implications
Associating products with different occasions
The facts
The implications
How can brands convert non-users?
The facts
The implications
Culture explosion, be authentic
The facts
The implications

Trend Application

Mood to Order
Life Hacking
Locavore
Figure 6: The Givenchy Harvest 2010 limited edition collection, Sambac Jasmine Eau de Parfum

Market Size and Forecast

Key points
Market drivers
The growing spending power of Chinese shoppers
Figure 7: Per capita income level in rural and urban, China, 2008-13
Gifting market exhibits strong prospects
Figure 8: Purchase purpose, April 2014
More promotions, please
China revises e-commerce laws to crackdown on fake products online
Shopping without borders
Market prospects
Figure 9: China fragrance market, value sales, 2009-19
Thinking from a global perspective
Figure 10: Best- and worst-case forecast of China retail value sales of fragrance, 2009-19
Forecast methodology

Segmentation and Market Shares

Key points
Women’s fragrance dominates the market
Figure 11: market value by segment, 2004-13
The enduring appeal of “Frenchness” in China
Figure 12: China fragrance market share, by value (%), 2009-13
Figure 13: Salvatore Ferragamo’s Signorina

Who’s Innovating?

Key points
Women’s fragrance dominates new product launches
Figure 14: New product launches, by top category in the fine fragrance china market, 2009-13
“Showing off” is the new luxury
Figure 15: New product launches, by top fragrance groups, 2009-13
Figure 16: Jo Malone Saffron Cologne Intense
Figure 17: Shanghai Vive Ye Shanghai The Legend
Figure 18: gf Cigarette No.1 Eau de classic Cologne, Q2 2013
All eyes on Burberry
Figure 19: Burberry rhythm
The proliferation of Tao brands
Scent Libraries popular in China
Figure 20: Demeter Scent Library, pizza roll on, Q1 2014

Companies and Brands

LVMH
Figure 21: 2013 LVMH annual report, 2011-13
Figure 22: 2013 LVMH annual report, 2011-13
Figure 23: LVMH portfolio brand
Major brands
Dior
Figure 24: Dior Les Créations de Monsieur Dior, Diorissimo, 2009
Figure 25: Dior launches, 2005-14
Bvlgari
Figure 26: Bvlgari launches, 2005-2014
Givenchy
Figure 27: Givenchy launches, 2005-14
Figure 28: Givenchy Very Irresistible, one of its most successful line, Jan 2014
Guerlain
Figure 29: Guerlain Shalimar Parfum Initial L\'Eau, inspired from its most iconic fragrance, Shalimar, 2012
Figure 30: Guerlain launches, 2005-14
Chanel
Figure 31: Chanel launches, 2005-14
Figure 32: Chanel Coco Noir, one of the last creations by its long term chef fragrancer, Jacques Polge 2012
L’Oréal
Figure 33: L’oréal annual report, 2013
Figure 34: L\'oréa fragrance brand portfolio
Giorgio Armani
Figure 35: Armani Privé 1001 Nuits Rose d\'Arabie from Armani Privé, cost £200/100ml, 2012
Figure 36: Giorgio Armani fragrance, 2006-14
Lancôme
Figure 37: Lancôme recent launches, 2005-14
Yves Saint Laurent
Figure 38: Yves Saint Laurent Opium, the brand’s most iconic fragrance
Figure 39: YSL recent launches, 2005-14
Procter & Gamble
Figure 40: 2013 P&G Annual Report, 2009-13
Figure 41: P&G brand portfolio
Hugo Boss
Figure 42: Hugo Red, 2013
Figure 43: Hugo Boss recent launches, 2005-14
Dolce & Gabbana
Figure 44: Dolce & Gabbana recent launches, 2006-14
Gucci
Figure 45: Gucci recent launches, 2006-14
Coty
Figure 46: Coty Inc annual report, 2011-13
Figure 47: Lady Gaga Fame Gift Set
Figure 48: Coty ‘s long list of fragrance portfolio, 2013

The Consumer – Purchase Behaviour

Key points
Purchase purpose
A perfect present
Figure 49: Purchase purpose, April 2014
A safe bet for the girls
Figure 50: Purchase purpose by fragrance type, April 2014
Figure 51: Purchase purpose, April 2014
Fragrance as an household income Index
Figure 52: none buyer by incomes, April 2014
Wenzhou, great opportunity for growth
Figure 53: none buyer by cities, April 2014
Purchase place
Taobao overtakes traditional department stores
Figure 54: Purchase place, April 2014
Channel integration to attract the affluent
Figure 55: Purchase place, by demographics, April 2014
Shanghai, duty-free enthusiasts
Channel exclusiveness
Figure 56: Repertoire of purchase place of fragrance, April 2014
Figure 57: Repertoire of beauty retailing channel brought from the last 6 months, December 2013
figure 58: Fragrance created by Selfridge’s fragrance lab
figure 58: Fragrance created by Selfridge’s fragrance lab
Purchase occasion
Associating products with different occasions
Figure 59: Purchase occasion, April 2014
Figure 60: Valentino Valentina Eau de Parfum a perfect gift for Valentines’ Day, launched in china 2013.
For the girlfriends
Figure 61: Purchase occasion, by demographics, April 2014
Figure 62: Justin Bieber\'s Girlfriend Eau de Parfum, June 2012
Investment in business
Figure 63: Purchase occasion, by demographics, April 2014
More travel exclusives please
Figure 64: Purchase occasion, by demographics, April 2014

The Consumer – Usage Behaviour

Key points
Usage
Urban China saw high penetration of fragrance usage
Figure 65: fragrance usage, April 2014
Figure 66: Fragrance usage by age, April 2014
Usage drives affinity
Figure 67: Usage, by purchase purpose, April 2014
Usage occasion
Occasional fragrance wearers are the majority
Figure 68: Usage occasion, April 2014
Figure 69: Fragrance blogger Bois de Jasmin, recommend a Guerlain Shalimar scented bath for a warm sensual feeling
Be “Moody”
Figure 70: Usage occasion, by demographics, April 2014
Figure 71: Dior Miss Dior Chérie, a fragrance associated with different mood, 2011
Highlighting physical attraction for the boys
Business occasion usage for the affluent
Figure 72: Usage occasion, by demographics, April 2014
Most non-users do not see fragrance as a necessary product
Figure 73: Reason of non-usage, April 2014
Figure 74: Typology of none-user, April 2014
Conversion by adding an edge
Figure 75: Reason of non-usage, by demographics, April 2014
Conversion by seducing
Figure 76: Reason of non-usage, by demographics, April 2014

The Consumer- Perception towards International Brands and Local brands

Key points
Brand prominence gives international brands an advantage
Figure 77: Attitude toward multinational/domestic brand, April 2014
Originality can increase local brands’ competitiveness
Figure 78: Attitude toward multinational/domestic brand, April 2014

The Consumer – Future Growth Opportunity

Key points
Freebies, you need to “earn” it
Figure 79: Future growth opportunity, April 2014
Figure 80: Kenzo’s new flower in the air asking consumers to collect four poppy petals, Q1 2014
Offers and deals, let them be special
Figure 81: Future growth opportunity, by demographics, April 2014
Culture explosion, be authentic
Customise for the affluent
Figure 82: Future growth opportunity, by demographics, April 2014
Figure 83: Serge Lutens fragrance Laine de Verre, March 2014
Nurturing the niche

Appendix – Purchase Behaviour

Figure 84: Purchase purpose, April 2014
Figure 85: Purchase purpose – Women’s fragrance, by demographics, April 2014
Figure 86: Purchase purpose – Men’s fragrance, by demographics, April 2014
Figure 87: Purchase purpose – unisex fragrance, by demographics, April 2014
Figure 88: Usage, by purchase purpose – women’s fragrance, April 2014
Figure 89: Usage, by purchase purpose – Men’s fragrance, April 2014
Figure 90: Usage, by purchase purpose – unisex fragrance, April 2014
Figure 91: Purchase place, April 2014
Repertoire analysis
Figure 92: Repertoire of purchase place, April 2014
Figure 93: Repertoire of purchase place, by demographics, April 2014
Figure 94: Purchase occasion, April 2014
Figure 95: Most popular purchase occasion, by demographics, April 2014
Figure 96: Next most popular purchase occasion, by demographics, April 2014
Figure 97: Usage, April 2014
Figure 98: Usage, by demographics, April 2014

Appendix – Usage Behaviour

Figure 99: Usage occasion, April 2014
Figure 100: Most popular usage occasion, by demographics, April 2014
Figure 101: Most popular usage occasion, by demographics, April 2014 (continued)
Figure 102: Next most popular usage occasion, by demographics, April 2014

Appendix – Behaviour (Non-user)

Figure 103: Reason of non-usage, April 2014
Figure 104: Most popular reason of non-usage, by demographics, April 2014
Figure 105: Next most popular reason of non-usage, by demographics, April 2014
Figure 106: Other reason of non-usage, by demographics, April 2014

Appendix – Attitudes

Figure 107: Attitude toward multinational/domestic brand, April 2014
Figure 108: Attitude toward multinational/domestic brand – can reflect my taste/social status, by demographics, April 2014
Figure 109: Attitude toward multinational/domestic brand – The uniqueness of brand, by demographics, April 2014
Figure 110: Attitude toward multinational/domestic brand – well-designed scent, by demographics, April 2014
Figure 111: Attitude toward multinational/domestic brand – Appealing bottle design, by demographics, April 2014
Figure 112: Attitude toward multinational/domestic brand – a variety of pack size to choose from, by demographics, April 2014
Figure 113: Attitude toward multinational/domestic brand – offering a range of product line to choose from, by demographics, April 2014
Figure 114: Attitude toward multinational/domestic brand – easy to buy, by demographics, April 2014
Figure 115: Attitude toward multinational/domestic brand – good value for money, by demographics, April 2014
Figure 116: Attitude toward multinational/domestic brand – has special offerings frequently, by demographics, April 2014
Figure 117: Attitude toward multinational/domestic brand – good customer service, by demographics, April 2014
Figure 118: Attitude toward multinational/domestic brand – good interaction with consumers, by demographics, April 2014
Figure 119: Attitude toward multinational/domestic brand – product authenticity guaranteed, by demographics, April 2014
Figure 120: Future growth opportunity, April 2014
Figure 121: Most popular future growth opportunity, by demographics, April 2014
Figure 122: Next most popular future growth opportunity, by demographics, April 2014
Figure 123: Other future growth opportunity, by demographics, April 2014

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