Introduction

Consumers are highly aware of the need to look and smell good in a society which is dominated by Visual Culture. Indeed, consumers are likelier to feel happier and more confident if they like the way they smell. The marketplace is becoming increasingly saturated with fragrance products, and the added pressure of a recession presents a challenge to industry players that this report seeks to tackle.

Scope

*Detailed insights and analysis documenting the drivers and inhibitors of fragrances

*Analysis documenting the relative importance consumers place on appearance and data sizing the fragrance market

*Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this segment

*Covers: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil, Russia, UAE and Saudi Arabia

Highlights

Consumers of both genders feel increasingly under pressure as a result of today's Visual Culture. These consumers believe that appearance can positively or negatively affect their social standing, their ability to form relationships and even their career success

Traditionally, fragrances (i.e. perfumes) have been more popular with women than men. However, men are becoming increasingly disposed to spending more time on their appearances and paying more attention to the products that they use. Capitalizing on this is a key opportunity for fragrance manufacturers going forwards

Market saturation means that industry players are constantly striving for innovation. Unique aromas are being blended to provide consumers with new experiences, and concepts such as exclusivity and hedonism are being pushed to new levels. In addition, the use of natural ingredients and proving ethical credentials are becoming key differentiators

Reasons to Purchase

*Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards fragrance product

*Market understanding: identify the key fragrance markets and product innovation trends in 17 countries across four territories

*Ideation: find inspiration for innovative formulations and positioning that takes advantage of consumers' desires for high quality prestige fragrances

Table of Contents :

Overview 1
Catalyst 1
Summary 1
Table of Contents 2
Table of figures 2
Table of tables 3
THE FUTURE DECODED 4
INTRODUCTION: Fragrances are a major component of the overall personal care market 4
This report is one in a series of five category focused reports outlining the future of personal care trends 4
Fragrance preference induces a strong emotional attachment for consumers 4
Consumers view their scent as an important aspect of their personal hygiene, therefore making fragrance usage one of the most significant parts of their daily personal care regimes 7
The overall global fragrance market is subject to a number of drivers and inhibitors 10
TREND: 'Visual Culture' and an associated pre-occupation with appearance is the defining trend in the personal care space across product categories 11
Image is important to consumers even if they do not significantly feel societal pressure to look good (at least consciously that is) 12
There is scope for consumers to feel happier about their appearance, given the pressure to conform to demanding beauty ideals associated with contemporary society 17
Key takeouts and implications: Visual Culture is the core macro-trend influencing personal care habits 20
TREND: Fragrance sales have been negatively impacted by the global economic crisis, but the future still holds promise 21
Fragrances have not suffered as much as other personal care products in the recession, and have even thrived in some markets 21
Key takeouts and implications: industry players in the fragrances space have faced inevitable recessionary pressures, but have been successful to a certain degree, particularly in emerging markets 26
TREND: Most consumers are spending longer on their beauty regimes 27
Key takeouts and implications: the most significant growth in fragrance usage occasions going forward will occur in the high growth emerging markets 31
INSIGHT: Fragrances are used by a majority of consumers, with a wide range of purchase motivators contributing to product choice 31
Using fragrances is something which a majority of consumers deem important to do on a daily basis 32
Sensory and value considerations are driving fragrance purchases in the majority of markets worldwide 37
Key takeouts and implications: consumers are motivated to purchase and wear fragrances for a number of reasons, including improving desirability, personal happiness and professional advancement 42
INSIGHT: More importance is placed on branding than efficacy when choosing fragrances 44
Being both quality and brand conscious typically characterizes fragrance consumers, but there are notable variations by country and gender 47
Fragrance manufacturers need to recognize the 'experience economy' 55
Key takeouts and implications: frequent fragrance users typically seek products that are both high quality and of a reputable brand, with the two rarely seen as being mutually exclusive 58
INSIGHT: Fragrances, despite being associated with prestige and luxury, are not immune to consumers' intensifying value-for-money considerations 59
Value-for-money considerations heavily influence fragrance choice 59
Key takeouts and implications: with value-for-money considerations influencing fragrance product choice just like other beauty categories, industry players can not simply rely on the allure of the brand image to generate appeal 65
INSIGHT: Ethicality and the use of natural ingredients are both somewhat important to fragrance consumers, but are typically regarded as secondary considerations 65
Key takeouts and implications: as the marketplace becomes more saturated with fragrance products, being able to champion ingredient, ethical or environmental benefits will grow in importance 74
INSIGHT: Consumers value customization benefits so their fragrances feel more personal 75
Key takeouts and implications: customized benefits enhance consumers' perceptions that their fragrances match their personalities 81
INSIGHT: Recent fragrance product marketing efforts have focused on appealing to the male demographic and embracing prestige 82
Key takeouts and implications: marketing in the fragrance category typically looks to embrace the prestigious nature of fragrances, but industry players should be wary of being too reliant on celebrities to create brand allure 89
INSIGHT: More fragrances are incorporating active ingredients which provide consumers with additional benefits 90
Key takeouts and implications: the number of functional fragrance products is relatively low, but innovations will keep on occurring and igniting interest in the industry 94
ACTION POINTS 95
ACTION: Continually inflate the prestige and cache of core fragrance brands 95
Marketing must justify the price premium and the prestigious aura of the brand 95
ACTION: Utilize the internet and social media to create brand awareness and easier shopping options 98
There are several advantages to ensuring that consumers have access to a brand over the internet 98
ACTION: Use natural/organic ingredients and promote ethicality to appeal to consumers 101
There are a multitude of reasons why natural and organic reasons can be beneficial to manufacturers 102
ACTION: Use celebrities as a means of strengthening brand reputation rather than relying on them to sell individual products 104
Famous figures and 'brand ambassadors' must be used carefully to enhance the brand 104
APPENDIX 107
Methodology 107
Further reading and references 108
Ask the analyst 109
consulting 109
Disclaimer 109

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The very word perfume creates a whiff of fragrance in the surroundings. It fills and mesmerizes the senses with a wonderful sensation and feeling. Perfumes have always attracted mankind and how a bottle of perfume is created is a mystery even in this era and age! The art of perfume making is a secret and the selected perfumes are created by specialists who never divulge the ingredients of it. This makes each bottle of perfume unique.

The perfume making art was introduced in Egypt and Mesopotamia somewhere in the 2nd millennium BC. Originally perfume was made from spices like almonds, coriander and bergamot along with various other herbs. Flowers were not used in those days.

A Persian doctor and chemist discovered that perfume could be made from flowers too. He started making perfume with roses and rose water was a big favorite immediately. Once introduced, rose water was being used extensively and is still used.

With the advancement in the perfume making industry and mass production and consumption, there has been a sea change in the entire procedure of perfume making. It has now become a mechanical job no doubt but still needs expertise.

Commercial manufacturers keep their secrets of making perfume close to their hearts and don`t like to divulge it. However it is open secret that perfume is derived from plants, animals and other natural ways. Among the plants resins, seeds, leaves, fruits, and flowers are used. In the animals` category civet, musk and honey comb may be used. In the modern era genetically induced plants are also being used to make perfumes by the perfume manufacturers.

The manufacturers now days use many synthetic sources like chemicals prepared in labs to make perfume and these perfumes are quite a hit among the users.

Although the basic method of producing perfume is the same for all perfumes various manufacturers adopt slightly different style of manufacturing it according their individual style and choice.

Before you start making perfume you need to understand the composition of the perfume oil. They have been classified into four categories according to the role played by them. These scents are found in the different notes like the top, base or the middle according to the supporting ingredients.

They are the following: fixatives, modifiers, blenders and primary scents.

The fragrance oil has to be mixed with ethyl alcohol and water in special containers for a minimum of two weeks and all sediments are to be filtered off carefully. Nowadays the usual style is to use the base for it because of the obvious reasons instead of extracting perfumes from the `ground ups`.

There are quite a few types of oils mixed in a perfume. Once the final product is ready it is very difficult to know about its separate compositions. It is very difficult to break up the perfume and find its ingredients. However the nature of the perfume can be understood by the experts by using reverse technology. But this is also useful only if the perfume is not too much complicated in formation. A lot depends on the equipment that is put into use. Competitors and discerning consumers use it to reveal the formula used in the making of the perfume.

Continuous research is always being carried on in the perfume industry and experts keep experimenting and devising new ways of making perfume. Efforts are made to make each bottle unique, each perfume unique and the secrecy that is maintained by all concerned is amazing.

Perfume bottle that you have is unique and a lot of hard work has gone into it. Don`t waste it, but use it with love and care in honor of the care that has gone into it!

Well lets talk about fragrances. Fragrances have been reported to have been around in the ancient Egyptians time. There is a reference to perfumery and even perfume formulas in the Bible, women used pomegranate for there lips and would use spices and oils for their skin to make them smell nice. The fragrances today are much more refined and last longer. Some of the things used to make the wonderful scents we have today are:bergmont, melon, apple, cinnamon, green leaves, sea breeze, magnolia, violet, rose, teak,jasmine, amber, musk, lantana flower, raspberry, white muguet, lemon, sandalwood, peach, pineapple, white lily, mandarin, gardenia, rosette, camellia, satinwood, neroli, ginger, cumia, copahu wood, myrrh, vanilla, iris, neliotrope, nerolie, lime, lilac, fig, tuberose, maple wood, osmanthus, plums, orange flowers, ylang-ylang, patchouli, cloves, moss, carlgrey, honeysuckle, white pepper, orris, carnation, mimosa, juniper berry, grapefruit, tobacco, white sage, cedar, lonka bean. Fragrant product that result fron the artful blending of certain odoriferous substances in appropriate proportions word is derived from the Latin per fumum, meaning "through smoke." The art of perfumery was apparently known to the ancient Chinese, Hindus, Egyptians, Israelites, Carthaginians, Arabs, Greeks, and Romans. Fine perfumes may contain more then 100 ingredients. Each perfume is composed of a top note, the refreshing, volatile odor perceived immediately; a middle note, or modifier, an providing full, solid character; and a base note, also called an end note or basic note, which is the most persistent. Information was gathered from the Encyclopaedia Britannica. We have 100's of fragrances, parfums, spray. body lotion, powder, eau de toilette and deoderant.

Perfumes tend to influence our lives from times immoral and their impacts are now scientifically recognized too. Giving our lifestyles a boost of energy perfumes have become a survival ethic for our happiness and confidence.

Perfumes have been in survival from thousands of years. From flower extracts to musk, perfumes have been produced from natural sources long before modern day perfumes came into existence. Although perfumes have never formed the basis of trade yet they have become a normal mans desirable commodity.

Fragrances always tend to make you more cheerful and confident. These delicate scents pacify our souls and mind giving that immense pleasure and peace. Carrying a positive effect on human lifestyles, perfumes are believed to be the simplest way to recover emotional health and feel happier.

Along with perfumes many other products too have been launched in market that can be kept in your surroundings to relish light soft fragrances. Some of these include perfumes candles, perfumed beauty products, perfumed decorations etc.

Candles are perfumed by adding perfumed oils like jasmine, lavender, sandalwood etc or dried and crushed scented flowers to melted wax. Citrus scents enhance energy and boost mood, lavender and sandalwood relax the body by reducing heart rate, lowering blood pressure, arterial pressure and muscle tension; mint or pine fragrances make the atmosphere joyful and bright; Jasmine, Gardenia, Sandalwood, and Rose Scents create the perfect background for romantic set ups. To create a cozy winter environment, choose cinnamon, apple and pine scented candles.

None can ignore the power of fragrances that waft through the air to relax your nerves and keep you charming and energetic always.

Scent and the sense of smell are extremely important in the animal world. Many creatures recognize each other by scent alone. Scent also plays an important part for humans worldwide. Just think of how you feel when you enter a kitchen and smell the wafting scent of a batch of freshly baked chocolate chip cookies or a steaming hot apple pie cooling on the counter? It’s hard to remain in a bad mood when you smell something so delicious.

Perfumes and fragrances provide the same sense of delight and they have been highly valued in many different cultures. This is why they have been used for thousands of years by individuals worldwide. In fact, incense, which was one of the earliest forms of perfume, was discovered more than 4000 years ago.

Popularity

Although the ingredients of perfumes and fragrances have changed, their popularity certainly has not. Market research indicates that perfume had become a $10 billion dollar industry by 2002. Women and men continue to purchase their favorite scents, often choosing to own several different ones to suit their particular mood or occasion.

Confidence Builder

Perfumes and fragrances enable us to smell our best. We can leave our home with a renewed sense of confidence after applying a few drops of our favorite fragrance. Certain scents are soothing, whereas others are designed to invigorate or revitalize us.

Power Of Attraction

Scent is also one of the easiest ways to attract members of the opposite sex. It’s often very hard, if not impossible, to resist men and women who are wearing a sexy scent. A few sprays of well placed cologne or perfume can do wonders on your next Saturday night out. Never underestimate the incredible power of our sense of smell.

Endless Variety

There are so many different varieties from which to choose that the only problem will be deciding which one you prefer! You will find products containing delicate floral scents, tropical scents or stronger masculine musky scents.

Exotic combinations such as ginger, lemon and lily are available. Well renowned companies such as Acqua di Parma have created unique and elegant fragrances that first appeared as far back as 1916. This Italian company’s perfumes have been used by celebrities ranging from Audrey Hepburn and Cary Grant to Kate Moss. Their unique blend of elements such as rosemary, lavender, citrus fruits, basil and sage have earned them a loyal customer base.

Cath Collins gains her inspiration from her native English countryside and the sea. Her fragrances contain enticing blends of freesias, geraniums, jasmine, ginger, lemon, lime and lilies. Regardless of your personal taste, you’re sure to find the scent that is just right for you!

Scented oils and perfumes have found a central role in our daily lives - from showering and getting dressed to scenting a home or feeling sexy. Fragrances are everywhere for very specific reasons in our lives and it is the use of these fragrances that creates a warm, inviting home for our family and strengthens the relationship between husband and wife.

Just as certain scents can invoke pleasant memories and feelings inside us, they can also do the same for our family in our homes. Using a candle in home is not just for scenting the air, but for putting a smile on a child's face when they come home from school, setting a warm feeling for relatives when they arrive from out of town, or making your spouse feel instantly de-stressed by walking through the door and smelling something soothing. The particular scent of choice can range from simple vanilla to the spices of a warm apple pie. The important part is that the scent creates for your family and whoever enters your home a haven from the outside world.

By using fragrances in your home you are also setting the stage for not only connecting to past memories but creating new ones for you and your children. If children grown up in a home fragrance with cinnamon then that scent will probably become a "comfort trigger." Then, when they are older the smell of cinnamon induces memories of home and family, whether good or bad.

Fragrances in the home not only make a happier home environment for the whole family, but can actually strengthen the relationship between husband and wife. The key is that you find a scent or variety of scents that makes you feel happen and makes you feel happy and makes your spouse feel the same when around you. For instance, if you are constantly wearing a particular perfume that your spouse has doesn't care for, then he or she is not going to want to be close to you and be as attracted to you. However, when you pick out a fragrance with both of your preferences in mind, you create a friendlier, more romantic connection that has staggering effects on the intimacy of your daily relationship. Your spouse may begin to feel more attracted to you boosting your self-worth and he or she may also begin to open up more about their feelings and frustrations.

As you choose the right scent for your home, family, and for yourself, you and your family become more positive about life, connect to and create fulfilling memories with each other, and become increasingly closer to your spouse.

In today’s world everyone dreams of being different from other so that he stands out among the rest. In order to do so, people are becoming more stylish and fashion conscious and are becoming very conscious about brand and quality of the products he uses and wear. With people becoming so much conscious about quality and brand, manufacturers are also giving importance to maintain the quality of their products. This has further given rise to the demand of designer clothing, accessories and perfumes that are now highly demanded by large section of the people.

In order to leave an impression of one self people tries to wear designer products, and especially designer perfumes, which are rich and intoxicating. These designer perfumes are bound to drive one crazy as these designer perfumes oozes sensuality and masculinity. Designer perfume and deodorant powerful and mysterious fragrance is packed in a sleek bottle. Designer perfumes and other toiletries are available in both men and women range providing much wider option for the customers. Fascinating fragrance of these perfumes and deodorant are packed in attractive bottle, which is sure to flatter a person in all respect.

Perfumes are available in various fragrances such as woody, floral, herbal, aqueous, chocolate, coffee, cherry, vanilla, fruits, food and various other rustic aromas. These fragrance along with other ingredients such as essences, extracts of flowers, plant oils, synthetic materials are ideally blended to formulate a perfume. It is formulated in a manner so that it blends naturally with body odors and creates a unique subtle scent that makes one signature. Perfume is not a way of expressing one personality, but ironically it is supposed to make one more appealing.

Designer perfumes are not something very unique but it is formulated with high quality fragrant oils, aroma compounds, fixatives and solvents and a celebrity name is attached with it to provide a designer tag. Celebrities get associated with certain perfume manufacturers so as to increase the sale of the perfume as people love to follow their role model in their personal life. They add vital aspect to the marketing and sales faction of it so that perfumes become successful and more desirable among the masses. Celebrities imparting their names to the perfume brands add value and craze to the perfumes.

Designer perfumes are quite popular among the younger generation as they are very fond of designer products and love to imitate the celebrities. In order to cater their requirement successfully, wide range of designer perfumes are offered by stores such as Britney Spears Perfume, Escada Perfume, Ralph Lauren Perfume, Angel Perfume, Armani Perfume, Calvin Klein Fragrances, Christian Dior Perfume, Coty perfume, Creed perfume, and Dolce and Gabbana Perfume.

Perfume is a mixture of fragrant essential oils and the aromas of the different ingredients.

There are typically four different categories according to the strength of the oils in perfume.

Perfume (or Parfum) is the most fragrance ,the strongest concentration and typically contains 15 – 40 percent essential oils.A small amount goes a very long way.

Eau de parfum is second for strength and durability and typically contains 10 - 20 percent essential oils.

Eau de toilette is third in line for strength and has a typical concentration of 5 to 15 percent essential oils

Eau de cologne (or Cologne) holds the smallest concentration of fragrance and has a concentration of 3 to 8 percent of essential oils.

Perfumes have six different categories of scent that express different moods. They are

Floral - The largest and most popular category is created mainly from flowers, including rose, carnation, orange blossom, gardenia and jasmine.These are often blended together to produce a distinctive floral bouquet.

Citrus - come from citrus fruits such as lime, lemon, tangerine and mandarin, this fragrance type projects a sharp, tangy aroma.

Chypre (Cyprus) - This is a woody fragrance created by French perfumer Francois Coty, based on his impression of the island of Cyprus.The fragrance is dominated by pine aromas with hints of bergamot, oak moss, citrus and patchouli providing an earthy suite of aromas.

Oriental - are a heady mix of spices, amber, balsams and resins suggesting warmth and exotic sensuality.

Green - are fresh and alive aromas, with a hint of sharpness from young grassy scents blended with pine, juniper,leaves and herbs to create memorable perfumes. They reflect sporty personalities and most suited to daytime wear.

Fougere - is a combination of fresh herbs and mossy ferns blended in to produce a sophisticated urban style, with earthy overtures.

There are many different size bottles in Perfume. The standard perfume size bottles are usually in the 1 oz, 1.7 oz, 3.4 oz range etc.

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Establishing a business is never an easy feat especially these days when competition across industries is fierce and the challenging economies limit the opportunities for income and revenue generation. For creative and enterprising entrepreneurs, there is definitely a strong need to find a niche or decide what form and nature of business should be put up to ensure success or at least profitability. If you are aiming to start a promising and lucrative business, why not establish one that involves distribution or retail of men’s fragrances and perfumes? This would surely be a good idea. Moreover, there surely would be an appropriate and reliable trade portal that would help make the venture successful.

Why men’s fragrances and perfumes? For quite some time, men have been known in the global market as less vogue and particular about the products they use. In fashion, for instance, men are known not to care more about the designer they are wearing, or even the brand and price tags they select to wear. For men, comfort and functionality counts more than just brands and premium designs. But in the modern times, men are starting to be different and more inclined to be choosy when it comes to fashion and accessories. The rise of the term ‘metrosexual’ also heralds the rise of the modern preference and practices of men. Now, men are naturally as vogue and as brand conscious as women. Modern market research indicates that it is men’s fragrances and perfumes where modern men are more particular about. And you can use this fact as a door to countless and profitable opportunities.

If you are ready to invest your money into lucrative endeavors, putting up men’s fragrances and perfumes business is definitely reliable. To begin with, there certainly would be a trade portal that would help you make the business success possible. What is a trade portal? Well, to simply put it, a trade portal is a Website that is operating to serve as a mediator or a venue where manufacturers, distributors, sellers, exporters and importers meet. A trade portal would act as an online meeting place where businesses can check out products and lines of business opportunities that are sold by other businesses. For example, if you are putting up a business to sell men’s fragrances and perfumes, you would log in to a trade portal found online. There, you would find companies and manufacturers’ lists of men’s fragrances and perfumes that you can buy from such firms wholesale or in bulk amounts. In turn, you would then be able to distribute such products to the market through your business. Fuzing.com is an ideal and recommended trade portal for such a business.

Seasoned entrepreneurs would readily assert that such a business practice would succeed. That is because it is logical that through business-to-business buying of men’s fragrances and perfumes, buying transactions would be less costly, which would indeed give distributors better and wider margins or profits. The business would also give way to a good working and business relationship between companies and business involved, which is detrimental and significant to future business practices and operations.

Designer perfumes are increasingly becoming popular, especially among women who are extremely fashion conscious. When women buy designer perfumes, they think that their selected perfume fragrances will linger on for many hours.

Stars who endorse the perfumes by their names, in fact do not develop designer perfumes.  They only add vital aspect to the marketing as well as the sales faction of it so that their perfumes become successful. This vital element or the contribution in marketing makes the perfume brands more desirable among the masses.

Whatsoever, when stars impart their names to the perfume brands, the value and quality of the scents also becomes very high. However, individuals need to test the chosen perfume before buying it, because the aroma that may work on one person, may not work for other individual.

There are different types of perfume fragrances. It includes floral, woody, musky, spicy, herbal, powdery (chypre) and aqueous. Apart from these, fragrances in vanilla, cherry, coffee and chocolate are equally popular. Many perfumes for women also include scent of fruits, food and other rustic aromas.

How To Select A Perfume:

Perfume fragrances contain three base layers called as notes. The first note is a top note, which, individuals may smell immediately after applying the perfume. It is usually the alcohol content and is lighter than the other two notes.

After some time, the first note disperses and scent of second note becomes apparent. This second note is also referred as the heart of the perfume fragrances. The third layer serves as the foundation for the second layer, which helps the middle layer to stay for longer time.

While selecting the women's perfume, a woman needs to consider the event as well as the season. Use light perfumes in summer season, while women may opt for strong and intimate women's perfume in winter. Choose fresh aromas in spring and a subtle fragrant perfume in autumn.

If an individual wishes to present the women's perfume to a woman, he or she needs to consider the woman's choice and sense of her attire. To end, women's perfume needs to befit the attitude and conduct of the wearer as well.