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BRIC markets to drive super premium fragrance sales: Euromonitor

14.09.11

Sales of Super premium fragrance in the UK amounted to $ 340mn (€ 250m) in 2009, according to market research company, which provides that the BRIC markets and Saudi Arabia account for five of the ten biggest growth markets for perfumes super premium 2015.

According to Irina Barbalova, head of beauty and personal care looking for Euromonitor International, the ability to make products stand out in a crowded market remains the biggest challenge for perfume brands today.

Packaging and positioning more important than flavor

As for the super brands of high-end perfumes, she said, packaging and positioning are more important than the scent itself. Euromonitor International said that it is these aspects that brands need to focus their investments in emerging markets during the period of 2015.

It was noted that consumers are cash-rich emerging markets are drawn to brands that reflect their social status, and expects that the houses Barbalova fragrances to focus on creating greater authenticity and uniqueness through limited edition, handmade perfumes or registered independent.

Source: CosmeticsDesign-Europe.com