Retailers Promoting More Fragrance Options in Growing Men’s Market

by | 2 minute read

"Year-to-date U.S. Pres­tige Beau­ty fra­grance sales have expe­ri­enced a 5% increase com­pared to the same peri­od a year ago, dri­ven by strong growth in men’s fra­grance sales (+6%), accord­ing to research from The NPD Group."

"In fact, men’s fra­grance sales grew by 10%, rep­re­sen­ta­tive of a near­ly $8 mil­lion gain, dur­ing the two weeks lead­ing up to Father’s Day in 2018. Men’s juice sales com­prised the largest con­tri­bu­tion to this increase, dri­ving $6.9 mil­lion dol­lars in incre­men­tal sales for the same peri­od."

'The men’s fra­grance busi­ness con­tin­ues to enjoy steady growth and not only dur­ing times of gift-giving,' stat­ed Laris­sa Jensen, Beau­ty Indus­try Ana­lyst, The NPD Group. 'While hol­i­days and new prod­uct launch­es cre­ate excite­ment around men’s fra­grances, the release of lux­u­ry con­cen­tra­tions like per­fumes among sev­er­al of the top-performing brands cur­rent­ly account for what’s dri­ving growth in the mar­ket.'”

"Con­sumers have come to bet­ter under­stand the val­ue of high­ly con­cen­trat­ed for­mu­la­tions, which tend to be more potent and long-lasting. In the two weeks pri­or to Father’s Day 2018, sales of these more con­cen­trat­ed juices grew by $6.6 mil­lion and drove 85% of the cat­e­go­ry growth. And NPD data indi­cates a poten­tial rea­son for this trend. Based on NPD’s Scen­ti­ments sur­vey, 35% of men indi­cat­ed that they pre­fer to wear a scent that not only can they smell, but that oth­ers can smell as well."

"Dur­ing June 2018, the niche arti­sanal cat­e­go­ry grew 13%, and it con­tin­ues to be the fastest grow­ing brand type with­in men’s fra­grance, up 25% year-to-date."

Perfume/Cologne Shop­pers are 69% more like­ly than oth­ers to find adver­tise­ments on their mobile apps use­ful to them, accord­ing to Audi­enceS­CAN. Cologne adver­tis­ers can tar­get these shop­pers through their phones using ads on oth­er plat­forms as well. These shop­pers are active on social media plat­forms such as Face­book, YouTube, Insta­gram and Twit­ter and, with­in the last six months, 66.4% used a mobile device to watch online or streamed video.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. In addi­tion, AdMall con­tains indus­try pro­files on depart­ment stores and cosmetics/skin care shops, as well as lead lists at the local lev­el. Media com­pa­nies, sales reps and agen­cies can access this data with a sub­scrip­tion to AdMall from Sales­Fu­el.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.