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Mens Fragrance Report

977 words - 4 pages

Men's Fragrances - UK - September 2010Competitive Context Key points● There has been more excitement in the men's fragrance market recently, with the sector being shaken up by innovative � and highly influential � entries such as Paco Rabanne 1 Million from Puig.● The men's fragrance market remains heavily gendered but softer floral influences have been appearing in keeping with a wider trend in fashion to mix masculine and feminine elements.● The 'Lynx Effect' remains a unique aspect of the men's market, with the bodyspray brand providing the entry scent for boys aged 8 onwards before graduating into designer fragrances.Market value in context● According to Mintel�s Men's Grooming � UK, ...view middle of the document...

Sales of men�s fragrances have outperformed more functional grooming products such as shaving preparations and the men�s C&T market is estimated at some �0.9 billion in 2010.
● There has been more excitement in the men's fragrance market, as a number of highly innovative and successful launches have shaken up the sector. The men's top ten does not usually see much year-to-year change and it takes something particularly special to break in.
● L�Or��sArmani Code was that special scent to break into the top ten after launching in 2004. In 2008, Puig�s Paco Rabanne 1 Million became the second new men's fragrance to shoot into the top ten and has grown bigger each year (see Manufacturers� Shares section).
● Putting sales to one side, it is important to note that Armani Code and 1 Million have had a further, deeper impact on the men's fragrance market in that they set off a trend for woody, amber, spicy notes for men (see Who's Innovating? section).
● In 2009, Diesel Only the Brave (L�Or�) also shot into the top ten, while 2010 is also providing some exciting new men's launches, the highlight being Bleu by Chanel, alongside major launches Marc Jacobs Bang, Bulgari Man and Davidoff Champion.
● Men are not the only purchasers and users of men's fragrance: a significant number of women purchase men's scents for their own use. Industry estimates range this figure at more than 10% of the men's market, and with the blurring of olfactory divisions this may be becoming more prevalent still.

Mixing masculine and feminine elements
● While the fragrance market is heavily gendered for the most part, there are signs of a crossover between men's and women's fragrances, with softer, more accessible fragrances for men coming through.
● Floral, floral-oriental and soft floral-aldehydic influences have...

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