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