Men’s fragrance makers are breathing the sweet smell of success thanks to a hefty 9.2% rise in value sales driven by posh NPD.
Brits splashed out a total of £20m on male scents in the mults over the past 12 months, pushing up volumes by 6.9% [Kantar Worldpanel 52 w/e 22 April 2018].
This was down to a raft of innovation at the pricier end of the market, according to Katie Maritz, senior designer at brand agency PB Creative.
“We’re seeing a lot of change in the fragrance category as men demand more in terms of innovation and move away from stereotypical scents,” she added. “The consumer desire for unique scents is growing, and people are willing to pay for them. Fragrance houses are producing more niche and premium products.”
Stephen Shortt, CEO of Hawkins & Brimble, said smaller, higher-end brands were “focusing on the superiority of products as a point of difference from mass market competitors”.
A clean label-style approach had also boosted sales, he added. “Showing the origins of the ingredients has played a pivotal role.”
Fragrances’ success comes in contrast to the misfortune of the wider male grooming category, which has slipped into decline after a successful 2017, losing £12.7m in take-home sales.
“There is still a job to be done in educating men about why they need male-specific products and which ones to choose,” said Chris Barron, VP for personal care at Unilever.