Has the bubble burst for celebrity fragrances?

Sales of prestige celebrity fragrances fall by 22% in the U.K.

London: 24th January 2017:  The market for the sale of prestige celebrity fragrances reported a decline in 2016 according to the NPD Group Inc., a global information company. Sales of prestige celebrity fragrances declined by 22% in 2016 compared to 2015. This is in contrast to the U.K. market as a whole, where prestige fragrance reported sales of £1,248 million in 2016, growing by 1.4% on the previous year.

Fragrance makes a substantial contribution to the success of the prestige beauty market where sales were valued at £2,539 million in 2016, up from £2,446 in 2015.

Whilst celebrity fragrance lines have dominated media coverage for a number of years and remain an important element in the prestige sector, they experienced a drop in sales falling from £56,498,883 in 2015 to £44,208,183 in 2016.  Most notably, the value sale of celebrity fragrance gift sets was 42% less in December 2016 when compared to December 2015. The sale of fragrance juices also fell, by 18.6% in the same period.

Teresa Fisher, Senior Account Manager, NPD UK Beauty says: “The celebrity fragrance market has been an important element for premium beauty retailers, however, the recent decline in sales demonstrates a shift in consumer purchasing behavior. The fragrance market is still growing, but has slowed in recent years and only Couture and Niche fragrances report strong growth. This shows what customers are really looking for from fragrances – the story telling approach of these high-end, premium launches is important and adds something special for them.”

Growth of Couture fragrances

The star performer in the fragrance sector has been Couture fragrances, which reported sales of £411 million in 2016, an increase of 6% on the previous year. Driving growth in the fragrance market, Couture fragrances create brand stories which appeal to an affluent audience.

Fisher concludes: “Fragrance remains a very important part of the prestige beauty market with new sectors driving growth as others mature and plateau. The growth of Couture fragrances is especially exciting for retailers as it provides multiple options to engage with customers by telling stories through multi-media platforms and social media.”

Press Contact

Lucy Green
Greenfields Communications
07817 698366

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