Less than one in two perfume samples result in a sale

9-Aug-2016

Data from AT Kearney suggests that retailers need to shake up fragrance to increase sales

  • Less than one in two perfume samples results in a sale

  • 33% of consumers do not notice POP advertising

  • Four out of the top five best-selling scents in 2015 ranked in the same place in 2010

The fragrance industry is one of the most innovative and exciting sectors in beauty. In 2015 alone there were more than 100 new scents launched as well as brand extensions and many campaigns. But is newness what consumers are looking for in their fragrances?

According to a report by AT Kearney, “Dollars and Scents: Winning in Fragrances”, consumers are very loyal to their favourite brands. More than one third of consumers surveyed purchased their favourite fragrance last time they shopped, rather than try something new.

However, there is still ample opportunity for brands in this sector. Another third of consumers said that they often purchase fragrances on a impulse or as a gift.

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