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Title Image

Preliminary findings

Women's relation to Fragrance around the world

WOMEN'S OVERALL PERCEPTION OF FRAGRANCE IS DIFFERENT ACROSS COUNTRIES
4 types of perception positioned on 2 fundamental axis
OVERALL FRAGRANCE CATEGORY PERCEPTION

IN THE US

Hollywood, Romantic sagas…and Prestige Perfumery, FF is a magic & aspirational category

Transmitted from mother to daughter to become a successful young woman

Usage is more driven by social integration than personal pleasure

Fragrance for an appropriate feminine cue of fresh & clean and not too overpowering

High penetration of body mists!!

Specialty Retail redefines the perfumery codes

More affordable, more approachable, simplier
And body mists…

Hispanics & African-Americans the heaviest users of fragrance

IN FRANCE

 

Part of national history & pride – a unique magic and precious category led by luxury brands and « noses », a real talent of art.

  • Also translated into application rituals / moments
  • A daily ally to build my own identity

Fragrances highly connected to the world of flowers, plants and related food

Women’s lives are marked by different fragrance milestones - Important time investment to find the right fine fragrance for them – having one’s own unique custom fragrance is a dream/ fantasy for many

Fragrance is primarily about personal pleasure and individual freedom

IN GERMANY

Strong attachement to Nature – Fragranced products like deo / air fresheners initially seen as suspicious products to « hide » natural body smells

And so, Nature-inspired cosmetic brands (eg.Weleda) with active ingredients are still very strong today

Hygiene as a prerequirement of social respect as good citizen & colleague

Fragrancing : An imported Latin Gesture. Firstly connected with French / Italian Fantasy – Ex : 4711

FF seen as an obscure in-between of enigineering and nature, with no language or help to decipher it

From the Protestant tradition (vs. Latin / Catholic-Influenced «Geniesser), FF seen as a frivolous sign of Dolce Vita & Decadence or expensive way to cover bad smells = bad hygiene / doubtful morality

Fragrance for an appropriate feminine cue of fresh & clean and not too overpowering or too luxurious- smelling

Price Value is also a key criteria, leading to strong DrogerieMarkt retail channel, even for FF Prestige users

IN BRAZIL

The biggest market & heaviest users

Profane much more than Sacred ! A fully natural product to use every day without even thinking about it

FF an indispensable ally in a hot country, where cleanliness , feeling vital and energetic is of utmost importance for social respect

Lots of showers & fragrance applied afterwards to feel fresh & clean
Heavy consumption of Aquas (splashes), lavishly applied on skin, then layered with Body Lotion and potentially Perfume afterwards for extra benefits

Very high sensoriality and sensuality – High volatility - Fragrance is pleasure !

A « Mass » market at more than 80%, built by two local brands Natura and O’Boticario + Avon

Direct selling – Door to Door via Catalogues – Purchase act totally décomplexé & familier

IN MEXICO

A country of ambivalence and duality, where tensions are part of daily life at many levels

Metis population at 85%, with strong Indian roots (of which Aztecs) combined with Spanish
Both very proud of country successes and unique culture.
However suffer from inferiority complex - US = aspirational dream country for many

Family and (catholic) religious devotion are central

Mexico is a macho society with a matriarchal system
Coexist on one side women in traditional roles and on the other side modern women fighting their way to emancipation for success and independence

Mexican women are sensorial and highly scent-seekers

Fabric softeners are very intense & vibrant in scent
Food plays a central role in daily life, full of mixes of ingredients & tastes and vibrant saturated colors
Perfume = respect through hygiene cue, reassurance, self-confidence and overall pleasure in their daily life, through sensorial joys and energy. An opportunity to stand out within acceptable limits. Be pretty but not provocative

Direct selling & Mass country - Jafra,Avon, Fuller

Brands = guarantee of quality above all, exception made for : celebrity brands with aspirational lead figures (Ex : Shakira), or some Fashion brands like Diesel, Abercrombie or Victoria Secret.

GESTURES : HOW FRAGRANCE IS APPLIED

Different gestures reveal Different personality or needs !