With the 2013 holiday season in full swing, current numbers suggest a fourth consecutive year of growth for both men’s and women’s fragrances in the United States. While the U.S. women’s fragrance market is forecast to grow at an estimated 2% to reach nearly $2.8 billion at the manufacturers’ level, fragrances for men will likely grow by a slightly higher rate of 3%, ending the year with approximately $1.1 billion in manufacturers’ sales.
Travel-size products in the forms of rollerballs and spray pens for women, and coffrets for both sexes have helped propel growth in the category, allowing those on tighter budgets the convenience of affordable fragrant luxury. Additionally, sales of gift sets have continued to contribute to category growth and remain strong for 2013, especially since they offer great value with several products bundled at a price point less than purchasing each product individually. Sensing an opportunity for stocking-fillers, several marketers are offering small sizes of their most popular scents packaged together for the holidays.
Several new launches have boosted the men’s fragrance category in 2013, including two new scents from the Aramis and Designer Fragrances division of Estée Lauder. The first, Uomo from high-end Italian fashion house Ermenegildo Zegna, and the second, launched by Coach, consisting of the Leatherware collection of three numbered scents: Leatherware No.1, Leatherware No.2, and Leatherware No. 3, with each fragrance conveying the scent of baseball glove leather.
With several Gucci men’s fragrances on the market, Procter & Gamble launched Made to Measure, which reportedly pays homage to Gucci tailoring and features a marketing campaign faced by actor James Franco.
A bouquet of new scents for women, especially in the designer and celebrity league, have elevated this category’s growth.
Fashion designer Marc Jacobs (Coty), who has been releasing new scents in whimsical bottles over the last few years, launched Honey in 2013. The bottle sports large white dots and glass butterflies with ads in fashion magazines.
Calvin Klein (Coty) added to his stable of scents with Downtown, which features actress Rooney Mara in its promotions.
From the Aramis and Designer Fragrances division of Estée Lauder comes the debut of Tory Burch’s first scent, simply called Tory Burch, which features the designer in its ads. This division also launched a new feminine scent from fashion house Marni during the year.
Dolce & Gabbana (Procter & Gamble) launched two new scents during the year: Desire featuring ads starring actress Scarlett Johansson and Intense launched with French actress and model Laetitia Casta in ads.
Celebrity scents targeted at the younger consumer have been in abundance this holiday season with new entries including Justin Bieber – The Key, Nicki Minaj – Minajesty, and Taylor by Taylor Swift (all Elizabeth Arden), Katy Perry – Killer Queen (Coty), and Rogue by Rihanna (Parlux). British boy band One Direction launched their debut scent called Our Moment from newcomer Eden Parfums.
Estée Lauder, known for its classics such as Beautiful, Cashmere Mist, and Pleasures, rolled out its first major scent in many years called Modern Muse, which stands on its own as neither a designer nor a celebrity scent.
Bath & Body Works is decked out for the holidays busy promoting many of their mists and fragranced body products with their annual Buy 3, Get 3 Free offer. New scents include Forever Midnight and the limited edition Forever Red with Vanilla Rum for the holidays.
Victoria’s Secret offered two new scents in 2013: Bombshell Diamonds and Victoria’s Secret Night.
While this was just a sampling, Kline’s comprehensive analysis of the U.S. fragrances market, with a detailed category overview, review of sales by brand, analysis of market drivers, marketers, new launches, and retail channels, along with a forecast to 2018, will be available in the spring of 2014.
