Christine Esposito, Associate Editor11.30.15
As sales of traditional perfumes and colognes sold in mass-market outlets continue to shrink, body mists and sprays are surging ahead.
According to figures compiled by IRI for the 52 weeks ended Oct. 19, 2015, sales of men’s body mists rose more than 45% and women’s mists jumped more than 19% to $339.6 million and $162.1 million, respectively. Compare those numbers to declines of 2.45% in men’s fragrance, and 7.36% in women’s fragrance.
The leader in the men’s body mist space is Unilever’s Axe, as it commands the lion’s share of the top 10 spots. Axe Apollo is the leader overall with sales of $38.3 million, up an impressive 117.8%, followed by Axe’s Phoenix, and Anarchy variants. The remaining spots not claimed by Axe are owned by Procter & Gamble’s Old Spice franchise.
Here’s a look at the top five men’s body mists, with sales revenues and sales gain/decrease (from year ago figures) based on IRI data for total US multi-outlets:
On the women’s side, revenues from body mists are more divided. The leading lines are Body Fantasies Signature, from Parfums de Coeur (now known as pdc brands), with sales of $46.3 million (up 30.85%) for the 52 week period, followed by Bodycology by Advanced Beauty Systems, Calgon (owned by Ilex Capital Group); Unilever Axe Anarchy; and private label rounding out the top five spots.
Although mists seem to be resonating with customers these days, there have been some bright spots within the traditional juice sector, which despite shrinking overall, remain larger categories than mists at $422.9 million for men and $418.6 million for women. On the men’s side, sales of Adidas Sport Sensation rose 86% to $7.1 million, and Killer Queen by Katy Perry soared 848% to $3.9 million Both are part of the Coty stable.
According to figures compiled by IRI for the 52 weeks ended Oct. 19, 2015, sales of men’s body mists rose more than 45% and women’s mists jumped more than 19% to $339.6 million and $162.1 million, respectively. Compare those numbers to declines of 2.45% in men’s fragrance, and 7.36% in women’s fragrance.
The leader in the men’s body mist space is Unilever’s Axe, as it commands the lion’s share of the top 10 spots. Axe Apollo is the leader overall with sales of $38.3 million, up an impressive 117.8%, followed by Axe’s Phoenix, and Anarchy variants. The remaining spots not claimed by Axe are owned by Procter & Gamble’s Old Spice franchise.
Here’s a look at the top five men’s body mists, with sales revenues and sales gain/decrease (from year ago figures) based on IRI data for total US multi-outlets:
Axe Apollo | $38.3 million | +117.84% |
Axe Phoenix | $30.4 million | +52.20% |
Axe Anarchy | $24.7 million | +73.94% |
Axe Dark Temptation | $21.3 million | -4.99% |
Old Spice Fresh | $21.0 million | +186.51% |
On the women’s side, revenues from body mists are more divided. The leading lines are Body Fantasies Signature, from Parfums de Coeur (now known as pdc brands), with sales of $46.3 million (up 30.85%) for the 52 week period, followed by Bodycology by Advanced Beauty Systems, Calgon (owned by Ilex Capital Group); Unilever Axe Anarchy; and private label rounding out the top five spots.
Although mists seem to be resonating with customers these days, there have been some bright spots within the traditional juice sector, which despite shrinking overall, remain larger categories than mists at $422.9 million for men and $418.6 million for women. On the men’s side, sales of Adidas Sport Sensation rose 86% to $7.1 million, and Killer Queen by Katy Perry soared 848% to $3.9 million Both are part of the Coty stable.