• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    ACI Is Front & Center During the Pandemic

    Sun Care Market Set to Rebound in 2021 as Travel Returns

    Making Up for Lost Time

    All’s Well with Wellness

    Help for Indies
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Cococare Appoints First Woman President

    Ross Highlights Triple Shaft Mixers

    Arm & Hammer Unveils Foot Wipes

    Batiste Rolls Out Wonder Woman Dry Shampoo

    Erno Laszlo Taps Carina Lau as Global Spokesperson
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    5. Reckitt Benckiser

    15. Sara Lee

    28. Energizer

    30. Mandom

    22. PZ Cussons
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    American Crew Expands Hair Care Range

    The Fragrance Foundation Celebrates Fragrance Day

    China To End Animal Testing for Imported 'Ordinary' Cosmetics

    Inolex Appoints VP Marketing

    Croda International Acquires Alban Muller
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Cococare Appoints First Woman President

    Arm & Hammer Unveils Foot Wipes

    American Crew Expands Hair Care Range

    Erno Laszlo Taps Carina Lau as Global Spokesperson

    Guerlain Supports Women, Bees
    Lab Equipment
    Mixing
    Packaging
    Testing

    Ross Highlights Triple Shaft Mixers

    Sustainable Cosmetics Summit is Online in June

    A Tube Ready for Prime Time

    Ecovia's Sustainable Cleaning Products Summit Goes Online (March 23-25)

    Burt’s Bees Outlines New Sustainability Goals
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    QRS (Quality Resourcing Services)

    Praan Naturals

    Siltech Corporation

    Sabinsa Cosmetics, a division of Sabinsa Corporation

    LipoTrue Inc.
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    News From Latin America

    The Fragrance Market As Brazil Sees It

    ...

    The Fragrance Market As Brazil Sees It
    Golden Gardênia from Boticário features yellow gardenia notes.
    The Fragrance Market As Brazil Sees It
    Natura’s Luna Rubi is a spicy chypre scent.
    Related CONTENT
    • She’s So Fine!
    • SC Johnson’s COVID-19 Support
    • Quality & Sustainability Lift Personal Cleanser Sales
    • It’s Not the Powder, It’s the Dose!
    • Continuous Movement
    Daniela Ferreira, Correspondent01.03.20
    Brazil is in the No. 2 fragrance market in the world, trailing only the US and ahead of Germany, France and the UK. Together, sales in the Big 5 neared $51 billion in 2018, with the US holding a 16.5% share and Brazil 13.4%, according to Euromonitor International. Yet, the Brazilian fragrance market declined 4.2% from 2013 to 2018 as the global fragrance market fell 1.2%. In contrast, sales in the US and China (No. 11), surged 13.5% and 48.5%, respectively. Looking ahead, experts predict that through 2023, fragrance sales will rise 14% globally, in particular, 33.7% in Brazil and 53% in China.

    On the world stage, the best seller brand is Arabian Oud (Arabian Oud Co) followed by Jo Malone London (Estée Lauder Cos Inc.), Chanel Nº 5 (Chanel SA), Malbec (Grupo Boticário) and Chanel Coco Mademoiselle (Chanel SA). Domestic brands are dominant in Brazil, with Malbec (Grupo Boticário) No. 1, followed by Natura Ekos (Natura & Co); Hinode (Larru´s Industria e Comércio de Cosméticos Ltda), Floratta (Grupo Boticário) and Natura Humor (Natura & Co), according to Euromonitor International.

    Yet, in premium fragrances, Brazil represents only 1.4% of the global market, which reached $30.4 billion in 2018, according to Euromonitor—although the forecast is to rise 47% through 2023. Indeed, Segmenta, a Latin America marketing intelligence and research company, reports this selective fragrance market grew approximately 15% in value in South America (Argentina, Brazil, Chile and Peru) in 2018, heavily influenced by Brazil which represents nearly half of the region’s value sales. Latin America’s best-selling feminine lines (including flankers) in Latin America are: La vie est belle (Lancôme), 212 (Carolina Herrera), Good Girl (Carolina Herrera), J’adore (Dior) and Miss Dior (Christian Dior. The top five masculine lines are: 212 men (Carolina Herrera), One Million (Paco Rabanne), Invictus (Paco Rabanne), Azzaro Homme (Azzaro) and Sauvage (Christian Dior).

    Market Drivers
    A driver of feminine fragrances were new launches such as flanker Good Girl Légere (Carolina Herrera), L’Interdit (Givenchy) and Si Passione (Giorgio Armani). The feminine prestigious fragrance market is 1.5 times larger than the masculine in both units and values, but it grew slightly faster than feminine (15% vs. 14.5%, respectively), mainly due to two major trends that continue to support market development in the region: the new volume options and the opening of new points of sale. The brands bet on new size options for attracting and/or retaining new consumers. Market leader Puig pioneered large volume strategies (>126ml), especially for the male market. Iconic brands like Carolina Herrera and Paco Rabanne offer a 200ml version and always rank among the top-selling SKUs—six out of 10 masculine fragrances sold were over 126ml. For female fragrances, although available in larger volumes, they still have a small representation in the whole category (just 3% vs 16% for men). The online channel was also one of the drivers for the region’s growth—especially in Brazil, while in other countries (Argentina, Brazil, Chile e Peru) e-commerce did not exceed 7% of total sales; in Brazil it represented 16% of the market (Segmenta/2019).

    What’s Happening?
    According to Lucia Lisboa, VP-fine fragrance Latin America, Givaudan, premiumization is moving markets, as there were launches of more niche EDPs and experimental products in 2019. Splashes have also made a comeback. Volumetric reduction and miniatures, which democratized use and increased experimentation provided a lift. At the same time, there is growing demand for natural ingredients, vegan and plant-based storytelling. Furthermore, it has been seen a lot of investment in special editions and gift sets as companies have created exclusive departments in these areas.

    Lisboa claims that innovation is at the heart of domestic perfumery gains, including elaborate storytelling, new ingredients and artificial intelligence. Pipelines are full with launches that are said to boost mood.

    Regarding olfactory trends and opportunities, there is a growth of the chypre family, with notes that are more elaborate, modern, easier to use. The woody family is protagonist for both male and female perfumery. Fougere, which was predominantly male, but already widely used by women, now has more feminine nuances. Lisboa predicts that naturalness as well as social and environmental impact will be further explored. The artisan side, through sustainable and rare ingredients will be more evident.

    Vollmens, a Brazilian fragrance house for small and medium-sized regional companies, predicts an increasing demand for safer and more effective products as natural phthalate-free fragrances and potential allergens, as well as the search for perfumes with free-from animal-derived products and also that do not harm the environment. Furthermore, the personalization concept also holds strong as people today want to feel “unique” and perfume can play an important role in fulfilling this desire.

    According to Alessandra Tucci, founding director of perfumery school Paralela Escola Olfativa, the major perfume brands in Brazil are working on two fronts: social and environmental engagement. Natura uses recycled glass in perfume bottles and its Brazilian biodiversity programs impact 20 ingredients and 60,000 people. Furthermore, its positioning as Casa de Perfumaria do Brasil (Brazil’s Perfumery House) is a counterpoint to national preference for imported fragrances.

    O Boticario traces multiple paths; its campaigns talk about the most sensitive and current issues: gender, new family models, the role of men and women. O Boticario is putting more emphasis on its sustainability efforts.

    Tucci claims that with so much innovation, it is difficult to predict olfactory trends; each brand proposal and business model has its own logic. One thing’s for sure, there will be less emphasis on the gourmands and fruity notes that dominated the past decade. Some other highlights include:
    • Lighter gourmands with less coffee, chocolate, caramel. It represents a search for transparency and light. The difference is in the delicate dose of sugar.
    • Soft perfumes made from very simple formulations, with technological ingredients of great diffusion and persistence with a certain subtlety. These scents “finish” on skin or they can be combined with another perfume because they are more neutral and work as a primer, a foundation.
    • Floral bouquets without a prominent flower will make room for greater olfactory identity. Notes include white, solar floral with transparent coconut notes or clean, green white florals.
    • The return of citrus perfumes, the eau de cologne structures and floral lavenders.
    The Main Players
    O Boticario, Natura and Hinode are the biggest local players in the Brazilian fragrance market. Here’s a look at their recent launches. After two years of R&D, O Boticario launched 214 Golden Gardenia and 214 Musk & Cedro. Both contain rare floral materials. Botica 214 Golden Gardenia, for example, mixes amber with yellow gardenia, that’s a departure from typical white gardenia in compositions.

    “This is a sophisticated flower, solar and sensual, but still little explored in perfumery,” explains Diego Costa, perfumery manager of O Boticário. “It was after an olfactory expedition to French Polynesia that we discovered this preciousness. The result is an enlightened and sensual combination.”

    The second release, Botica 214 Musk & Cedro, combines notes of noble cedars with spicy Lao cinnamon nuances in contrast to the musk notes, which bring comfort to the fragrance, according to the company.

    Malbec Vert combined fresh and woody nuances to compose the Malbec brand portfolio. In partnership with Firmenich, O Boticario joined the wine alcohol, the Malbec DNA, with the sensation of the frozen grapes of Ice Wine, wine obtained through a special harvest at temperatures of -8ºC.

    Linda Felicidade (Linda Happiness), is said to use neuroscience to deliver “the smell of happiness.” O Boticario partnered with Givaudan to create hundreds of olfactory blends using statistical analysis.
    Luna Rubi, Natura’s first spicy chypre deo parfum, is inspired by red, a color of femininity.

    This Brazilian chypre is a new interpretation of this traditional olfactory family. Fruity notes increase in intensity with red flowers.

    Ekos Alma was produced with a crop concept, in limited quantity, and brings the essential oil of priprioca root aged for 12 months in Amazonian wood.

    New Essential Supreme combines ylang ylang and patchouli with the warmth and sensuality of Ishpink, known as Amazonian cinnamon, exclusive of Natura. Ishpink iscombined with almond in a sweet balm, with a warm and sensual aroma.

    Hinode is a 30-year-old multilevel Brazilian company with about 600 products in its portfolio. It sells more than 9 million items a month in more than 450 franchises in Brazil.

    According to Alessandro Rodrigues, VP-product development, the five-item Empire line is the best seller. Hinode relies on social networks and digital media to maintain relationships with each brand.

    There are other opportunities, too. According to Mintel 33% of adults in Brazil are interested in in-shower fragrances; 14% are interested in fragrance sticks and 13% are interested in other solid fragrance forms. There is also a white space for more customizable scent formulas based on consumers’ particular desires or are created using smart data.

    Indeed, in Brazil, 20% of adults are interested in custom-blended or DNA-based scents, or would like to use an app/in-store tool that recommends fragrances.

    Finally, there opportunities in mood-enhancement. In Brazil, 37% of adults are willing to try aromatherapeutic products to help manage their emotional and physical wellbeing. 


    Daniela Ferreira
    Correspondent
    danief@uol.com.br
    Mobile: 55-11-993880867

    Daniela Ferreira is a marketing and communication professional in the cosmetic market. She has a master’s degree in fashion from the University of São Paulo (USP). The study presented in the thesis, integrated product launching in fashion and perfume, mainly comprising marketing studies related to brand, product and consumer behavior. At present, she is lecturer on marketing issues. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities. 
    Related Searches
    • professional
    • lauder
    • data
    • e-commerce
    Related Knowledge Center
    • Fine Fragrance
    Suggested For You
    She’s So Fine! She’s So Fine!
    SC Johnson’s COVID-19 Support SC Johnson’s COVID-19 Support
    Quality & Sustainability Lift Personal Cleanser Sales Quality & Sustainability Lift Personal Cleanser Sales
    It’s Not the Powder, It’s the Dose! It’s Not the Powder, It’s the Dose!
    Continuous  Movement Continuous Movement
    Natura to Close Acquisition of Avon Natura to Close Acquisition of Avon
    Halal Cosmetics Sales To Top $54 Billion Halal Cosmetics Sales To Top $54 Billion
    USDA Certified Organic CBD Products Emerge USDA Certified Organic CBD Products Emerge
    Overcoming the Challenges of Hair Fiber Lipid Replacement Through an Innovative Mechanism of Action Overcoming the Challenges of Hair Fiber Lipid Replacement Through an Innovative Mechanism of Action
    Plenty to Smile About in European Oral Care Plenty to Smile About in European Oral Care
    Monat Expands Skin Care Stable Monat Expands Skin Care Stable
    The Skin-Caring Benefits of CBD The Skin-Caring Benefits of CBD
    Winning at Retail Winning at Retail
    In-Cosmetics Latin America In-Cosmetics Latin America
    Inter Parfums Reports 2019 Q3 Results Inter Parfums Reports 2019 Q3 Results
    Trending
    • Sunscreen On The Spot
    • L'Oréal Appoints Two To Executive Committee
    • BASF Achieves Palm Oil Commitment For 2020
    • Avon Launches Vegan Skin Care Line
    • Formulating Liquid Laundry Detergents
    Breaking News
    • Cococare Appoints First Woman President
    • Ross Highlights Triple Shaft Mixers
    • Arm & Hammer Unveils Foot Wipes
    • Batiste Rolls Out Wonder Woman Dry Shampoo
    • Erno Laszlo Taps Carina Lau as Global Spokesperson
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • ACI Is Front & Center During the Pandemic
    • Rise… Then Shine
    • Making Up for Lost Time
    • All’s Well with Wellness
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Diets High In Fructose Could Cause Immune System Damage
    Nestlé Acquires Premium Water Brand Essentia
    Kaneka Probiotics Announces Launch of L. plantarum DR7
    Coatings World

    Latest Breaking News From Coatings World

    Sherwin-Williams Announces Resignation of President, COO
    Ashland Completes Expansion, Relocation of Viatel Bioresorbable Polymers Manufacturing Facility
    Evonik Receives Sustainability Award from EcoVadis
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA OKs First OTC Home Molecular COVID-19 Test
    FDA Approves Second Sight's Argus 2s Retinal Prosthesis
    Cross Border Venture Financing Rose in Final Quarter of 2020
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Sharp Appoints EU Qualified Person
    Baxter Biopharma Solutions Enters Sterile Manufacturing Agreement for Novavax’ COVID-19 Vaccine
    Metrics Contract Services Completes Russian Regulatory Inspection
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    It's International Women's Day—But What Does That Mean?
    e.l.f. Cosmetics and Chipotle Collaborate on Burrito-Inspired Makeup Collection
    Weekly Recap: Sephora Expansion, Ulta Partners with Loop, International Women’s Day & More
    Happi

    Latest Breaking News From Happi

    Cococare Appoints First Woman President
    Ross Highlights Triple Shaft Mixers
    Arm & Hammer Unveils Foot Wipes
    Ink World

    Latest Breaking News From Ink World

    Capital Printing Invests in 2nd Komori Press
    Arna Marketing Adds Canon’s ProStream, VarioPRINT iX Production Inkjet Presses
    Massilly North America Adds Koenig & Bauer MetalStar 3 Metal Decorating Press
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Xeikon details upcoming Xeikon Café TV seminars
    Resource Label Group acquires New England Label
    UV+EB-cured products rated 'easier to recycle'
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Arm & Hammer Launches Foot Wipes
    Kimberly-Clark Names Chief Research and Development Officer
    FPInnovations Develops Biodegradable Mask
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Australia Clears Conformis' iTotal PS Knee Replacement System
    Colfax Decides to Divide Its Businesses
    Stryker Corp.'s 2020 Sales Slip 3.6 Percent
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research
    Wearable Patch Market to Reach $27.8 Billion by 2027: Allied Market Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login