Fragrance: a Valantine's Day winner?

For fragrance manufacturers the few weeks leading up to Valentine's Day is one of the most successful periods of the year and many report significant sales within the period. According to market research company NPD Group, perfume sales grew significantly more from 2006 to 2007 compared to 2005 to 2006 despite industry fears that the gift may not have the hold on the market that it once did. European sales were up 6.2 per cent in February 2007 compared to 2006, dwarfing the 1.5 per cent growth the previous year. Vice-president of Europe Beauty Trends at NPD Martine Ringwald explained that this positive growth was largely thanks to new releases such as Nina, Insolence and KenzoAmour, adding that the growth had affected both the male and female product sectors. The figures bode well for 2008 and a selection of this year's launches suggests that customisation and charity may be ways to attract consumer attention during the period. The fragrance Vivbox, available from the UK-based Perfume Shop, promises to help individuals make the perfect fragranct choice and avoid unwanted gifts this February. The fragrance Vivabox contains samples of ten fragrances and a voucher that can be redeemed at the store for a full sized bottle once the recipient has made their choice. Vivabox is available in both a female and a male version, and consumers can choose from a selection of fragrances including Calvin Klein and Diesel scents as well as the latest celebrity offering from Sean John aka rapper P. Diddy. It is not just fragrance companies attempting to cash in on increased gift expenditure - UK- based Organic Apoteke is offering heart shaped soaps this February. The Turkish rose soaps, that are organic, vegetarian and fair trade, come in handmade boxes created by HIV positive communities in South Africa. Indeed, charity is emerging as a theme this February with Clinique promising to donate all of its takings on February 14 from its Harrod's store to charity. The Kiss it Better appeal is the chosen recipient - the Great Ormond Street Hospital's research charity that investigates the causes and treatments of childhood cancers. US figures from the National Retail Federation (NRF) suggest that Valentine's spending over the romantic period will not suffer in the States despite the current economic climate. The NRF estimate that spending on the February 14 holiday will total an impressive $17.02 bn.