It’s consumer first when it comes to fragrance, report finds

By Simon Pitman contact

- Last updated on GMT

It’s consumer first when it comes to fragrance, report finds

Related tags: Marketing

The fragrance category has seen an about shift in recent years as consumers demand more targeted products, and this is underlined in a new report focusing on the UK market.

The 25th​ edition of the Premium Market Report by Imogen Matthews focuses on how consumers currently see a disconnect between the fragrances they want to buy and what is actually on store shelves or available online.

Comprehensive consumer research carried out for the report shows that smell is, naturally, the stand-out reason that women by a fragrance.

More important than price, branding and image…

And this consideration goes well beyond any other consideration, even price, branding and image, whether or not it is being promoted and they type of advertising campaign to support it.

Interestingly, the consumer feedback that has been used for the report also reveals that more than a third of those interviewed agreed that fragrance advertising tells them nothing about the most important factor: the smell.

Indeed, this is the eternal issue that fragrance brands and manufacturers have to overcome when they promote their brands 

Imogen Matthews
Imogen Matthews

in an non-physical environment. Advertising imagery can convey an idea of the type of fragrance, but that might plant the wrong idea in some consumer’s heads.

Fragrance needs some fuel injection

And as Matthews points out, although premium fragrance is massive, the fact that many brands are unable to convey the whole story is perhaps the reason why fragrance sales continue to stagnate.

“Men’s and women’s fragrance is the largest sector within the UK premium beauty industry at more than £1bn at retail, but it’s also the flattest,”​ said Matthews, who is Publisher of The Premium Market Report.

“Whereas innovation, fashion and online sales are the power behind premium make-up and skincare growth, fragrance is failing to keep up.”

For more information about the report, please click here​. We will also be publishing a second story containing more details about the report, along with more insight from Imogen Matthews.

Related topics: Market Trends, Fragrance

Related news

Follow us


View more