Fragrance in Focus: Asia

We recently blogged on the outlook for the global fragrance market. Whilst fragrance sales have declined over the last five years (with the exception of Japan), the Asian fragrance marketplace is growing at a fast pace.  Here, we take a closer look at the Asian marketplace:

Taking a different approach

China is only slowly opening up to Western fragrance standards and the concept of perfume is relatively new to its consumers, who choose their fragrance to refer to Western lifestyles and special occasions.

Vietnam certainly is a rising star – but as the category develops, market share is migrating from domestic players to the multinationals and local brands will have to fight back with innovations and improved technology. As a relatively new market, the competitive landscape of the fragrance retail market in Vietnam is markedly different to those of other Asian markets, largely due to the strength of local and direct sales players.

Recipes for success

While fragrance is not frequently used by most Asian consumers, subtly scented products are well accepted. International brands will introduce new formats and ancillaries to lure consumers into the fragrance category and then encourage them to trade up to EdPs and EdTs.

In China, floral water is used by 52% of Chinese fragrance consumers and promises to reduce stickiness and itchiness for a healthy, cool, comfortable and refreshing result. Leveraging this cultural reference and combining pleasant smells with one or more added benefits will help foreign brands to appeal to wary consumers.

Hair perfume, a popular format in Japan because of the subtle scent it provides, will win over Indian consumers too, particularly if it incorporates cooling technology and refreshing scents.

To find out more and how you can visit us at In-Cosmetics Asia this September click here.

For more information on the beauty market in Asia, discover our range of reports available at our store.

Global Fragrance Analyst Emmanuelle Moeglin has always been passionate about perfume. A graduate of ISIPCA, Emmanuelle has worked with both fragrance brands and suppliers, developing and evaluating scents.