the perfumes and perfumeries market


1.1 A very dynamic and recomposing market under the effect of various trends

The fragrance market includes all the toiletries intended to be applied to a person in order to impregnate him voluntarily with a pleasant odour and therefore includes in particular eaux de toilette, eaux de parfum and eaux de Cologne. Are perfumeries the most important where these products are distributed and can take many different forms, ranging from large food stores to perfumery workshops

The global perfume market amounts to approximately 45 billion dollars and presents a continuous increase for several years, an increase that is expected to continue in the future. This dynamic is driven on the one hand by the positive performance of the luxury sector, and in particular global companies such as Chanel, Dior or L'Oréal, and on the other hand by the multiplication of the number of perfume references, offering products adapted to all markets and consumers.

In France, the market has recently started to rise again after several years of declining sales. This new momentum is the result of increased consumption and the upmarketing of products privileged by French customers.

In this market, the driving force behind consumption has historically been and still is today western Europe which has the highest concentration of consumers even though the United States remain the largest market in absolute terms.

Several recent trends are affecting the request the: the development of niche fragrances, original products and more "premium" than mass-market perfumes, the appearance of customization solutions of perfumes and, as in many sectors, the multiplication of organic and responsible approaches.

On the side of the production , the market is highly concentrated since about ten companies, including several French ones, account for about half of the world's production. The France is by far the leading European producer by far of perfumes and toiletries in front of Germany and Italy, testimony of a production often still located in countries known for their know-how in the luxury sector.

The distribution is changing, particularly with the introduction of the the growing impact of digital technology, this is reflected in the growth of specialized e-commerce sites. In response to this trend, the physical distributors must innovate and communicate to continue to attract customers to their points of sale. The most likely to resist this trend are the large and solid networks, which pushes independent retailers to join a group or risk disappearing.

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Consultant BCG

Aurélien Russo

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MS Media, Arts & Creation - HEC

Guillaume Belie

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Jules Decour

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