Fragrances in Brazil – Future trends.

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Brazil became the biggest market in the world for Cosmetics, Fragrances, beauty and hygiene. With 42 Billion US$ in 2012 of sales (15 billion US$ ex-factory), the Economic giant also smells very good. This is a 15,62% of growth vs 2011 and a double digit growth in the past 17 years. Sources: Abihpec and Euromonitor.

Top Beauty segments in Brazil in 2012 by sales

  • Hair care products: 4 billion US$
  • Alcoholic Fragrances: 2.7 Billion US$
  • Men’s Shaving products: 2 Billion US$
  • Deodorants: 1.7 billion US$
  • Bath products: 1.7 billion US$
  • Children beauty products: 0.6 Billion US$

Alcoholic Fragrances and deodorants have been growing by 15% every year on the past 5 years.

To maintain this growth, companies have been investing in R&D in Brazil for more than 7 bilionUS$. This reflects the dynamism and the trust on the market from national and international companies

Olay-advertising-brazil

TOP 10 Most important Brands in Brazil by Sales

  1. Olay (Procter & Gamble with 11.7 billion US$
  2. L’Oréal Paris (L’Oréal) with 8.69 billion US$
  3. Neutrogena (Johnson & Johnson) with 6.9 billion US$
  4. Nivea (Beiersdorf) with 5.5 billion US$
  5. Lancôme (L’Oréal) with 5.5 billion U$
  6. Avon (Avon Inc) with 5.1 billion US$
  7. Dove (L’Oréal) with 4,2 billion US$
  8. Estée Lauder (E.Lauder Group) with 3.8 billion US$
  9. Biore ( Kao Corp. ) with 3.3 billion US$
  10. Christian Dior (LVMH) with 2.9 billion US$

The fist brazilian brand is Natura at the 20th position with 1.84 billion US$

Natura-fragrances-brazil

TOP 30 best feminine fragrances in 2012 in Brazil

  1. J’Adore – Christian Dior with 4.9% of market shares
  2. 212 VIP – Carolina Herrera
  3. Flower by Kenzo – Kenzo
  4. CH – Carolina Herrera
  5. 212 Carolina Herrera
  6. Hypnôse – Lancôme
  7. 212 Sexy – Carolina Herrera
  8. Lady Million – Paco Rabanne
  9. Ange ou Demon – Givenchy
  10. Ck One – Calvin Klein
  11. Dolce & Gabbana – Dolce & Gabbana
  12. Ck Be – Calvin Klein
  13. L’Eau d’Issey – Isssey Myake
  14. Tommy Girl – Tommy Hilfiger
  15. Gabriela Sabatini – Gabriela Sabatini
  16. Amor Amor – Cacharel
  17. Black XS for her – Paco Rabanne
  18. Very Irresistible -Givenchy
  19. Nina – Nina Ricci
  20. Armani Code for women – Giorgio Armani
  21. Dior Addict 2 – Christian Dior
  22. Angel – Thierry Mugler
  23. Diesel Fuel for Life for Her – Diesel
  24. Anais Anais – Cacharel
  25. Kenzo Amour -Kenzo
  26. Femme – Montblanc
  27. Eternity – Calvin Klein
  28. Amarige – Givenchy
  29. Lolita Lempicka – Lolita Lempicka
  30. Organza – Givenchy

In analysing the top 30 of best selling feminine fragrances, here is what we can say from a olfactory taste point of view. 40% of these fragrances are floral fragrances. J’Adore by Dior, Very Irresistible or Anais Anais are the floral spectrum of brazilian women taste for florals. Anaïs Anaïs has been in the top selling fragrances for decades in Brazil, along with Chanel N.5 and the modern florals like J’Adore and Very Irresistible, have taken the lead.

publicite_jadore_fragrance

Nevertheless, we can see that Orientals and modern orientals represent now 32% of best selling fragrances, which is new. In deed, Fragrances like Hypnôse by Lancôme, Black XS for Her and even Angel by Thierry Mugler, have found their place in a market getting more and more mature and sophisticated.

Future developments have great opportunities to go more in what we call modern oriental or florientals. It means the olfactory crossroad between florals and orientals. Basically you keep the femininity brought by the floral structure and you add a sophisticated twist on it with a more sheer and soft oriental signature. To note the success of Lady Million, only recent launch reaching the top 30, bringing a more woody note fragrance. This shows how the market is getting mature.

Lady-Million-advertising

At last, we can see that brands like Carolina Herrera, Paco Rabanne and Givenchy have several fragrances in the top 30. These 3 brands invested the brazilian market for a very long time and they are very powerful there.

TOP 30 best masculine fragrances in 2012 in Brazil

  1. Azzaro pour homme – Azzaro
  2. Ferrari Black – Ferrari Profumi
  3. One Million – Paco Rabanne
  4. 212 Men NYC – Carolina Herrera
  5. Joop! Homme – Joop
  6. 212 VIP – Carolina Herrera
  7. Kouros – Yves Saint Laurent
  8. Polo – Ralph Lauren
  9. Hugo – Hugo Boss
  10. Polo Blue – Ralph Lauren
  11. CH Men – Carolina Herrera
  12. 212 Sexy Men – Carolina Herrera
  13. The One for men – Dolce & Gabbana
  14. Black XS – Paco Rabanne
  15. Acqua di Gio pour homme – Giorgio Armani
  16. Montblanc – Montblanc
  17. Polo Black – Ralph Lauren
  18. L’Eau d’Issey pour homme – Issey Miyake
  19. Fahrenheit – Christian Dior
  20. Lacoste Essential – Lacoste
  21. Armani Code – Giorgio Armani
  22. Tommy – Tommy Hilfiger
  23. Le Mâle – Jean Paul Gaultier
  24. Dolce & Gabbana pour homme – Dolce & Gabbana
  25. Kenzo pour homme – Kenzo
  26. Ck One – Calvin Klein
  27. Diesel Fuel for Life for him – Diesel
  28. Euphoria Men Intense – Calvin Klein
  29. Eternity for men – Calvin Klein
  30. Play – Givenchy

The masculine market is more traditional with best sellers like Azzaro, Polo, Kouros, Fahrenheit or even Hugo. All fragrances with more than 20 years old. Carolina Herrera, Paco Rabanne and Calvin Klein have also a strong dominance. 3 main olfactory structures share the market. Little advantage with Aromatic structures leading the market by 42%, followed by Woody fragrances by 31% and Orientals for 27%.

Azzaro-pour-homme-iglesias

The arrival of One Million by Paco Rabanne at the 3rd place represents a new entry, which is less aromatic and more oriental despite of some woody and yet fresh-aromatic start.

One-Million-Paco-Rabanne

Future developments still have something to do with fresh aromatic structures and also finding a balance between woody notes and modern oriental fragrances.

Brazil is an amazing market for fragrances. Several brands have been investing a lot and for longtime. The consumers are more expert, and the market got more mature. There are many possibilities for international brands and national brands are getting stronger.

Brazil-fragrance-market

Most of the business is still concentrated in Rio de Janeiro and Sâo Paulo but the country is developing. We expect to see a major infrastructure development thanks to the incoming events like the 2014 world soccer cup and the 2016 Olympic games in Rio. This represent great opportunities for brands to invest in Brazil and potentially get a new market.

LA

 

Info sourced at Euromonitor, Abihpec, wikipedia, osmoz, www.meioemensagem.com.br, imagesfb.s3.amazonaws.com, efeitoescarlate.com and the listed brands respective websites. All content is copyrighted with no reproduction rights available

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