Men’s fra­grances on the rise

A num­ber of big launches have boosted men’s fra­grance sales over the past year.

The Star Malaysia - Star2 - - STYLE -

ANEW re­port by the NPD Group, an in­ter­na­tional mar­ket re­search com­pany, has re­vealed the ris­ing pop­u­lar­ity of lux­ury scents in Bri­tain and the United States: “While women’s in­di­vid­ual juices con­tinue to be the top-sell­ing fra­grance seg­ment across the United States and Europe, new launch ac­tiv­ity has been a boost for men’s sales across most coun­tries,” ex­plained Karen Grant, vice pres­i­dent and se­nior global in­dus­try an­a­lyst at the NPD Group.

The fig­ures in the re­port com­pare sales in the pe­riod be­tween Novem­ber 2012 and Oc­to­ber 2013 with the pre­vi­ous 12 months. While men’s scents grew in Bri­tain and Amer­ica (both up by 2%), they ac­tu­ally fell else­where in Europe with sales down 5% in Spain, 2% in Italy and 1% in France.

So why are the Brits and the Amer­i­cans buy­ing more? A raft of new big la­bel fra­grances have cer­tainly helped. These in­clude ma­jor launches from brands in­clud­ing Jil San­der and Ralph Lauren, whose Polo Red scent had a Bruce We­ber com­mer­cial sound­tracked by Paul McCart­ney, who teamed up with for­mer Nir­vana mem­bers Dave Grohl, Krist Novoselic and Pat Smear.

The de­but scent for men from Bot­tega Veneta also made an ap­pear­ance in the year, help­ing to boost in­ter­est and sales.

In par­tic­u­lar, men’s gift sets are also help­ing to drive growth, with sales up in the Bri­tain and the United States, and ris­ing sig­nif­i­cantly in France.

“Along with the de­sire to treat one­self, there is a value com­po­nent that comes into play for con­sumers with the pur­chase of ei­ther fra­grance gift sets or in­di­vid­ual juices,” said Grant.

“A gift set pro­vides con­sumers with a va­ri­ety of for­mats with which to en­joy their favourite scents, and the re­cent pop­u­lar­ity of larger size juices of­fers the abil­ity to in­vest in a new or ex­ist­ing favourite while spend­ing less per ounce.”

If this trend is any­thing to go by, this hol­i­day sea­son men can ex­pect to see plenty more fra­grance gift sets un­der their trees and in their stock­ings. – AFP Re­laxnews

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