There was a 15% current value share of total fragrances sales in 2013. This was due to its offer of both mass and premium brands. While the company does not distribute any of the fragrances that recorded increasing sales, its extensive portfolio enables high volume sales. This in turn positions the company in the best position. Some of the best selling brands for men are: Eternity for Men, Joop! pour Homme and Davidoff Cool Water for Men. For women some of the best selling brands are: Euphoria, Marc Jacobs and Harajuku Lovers.
The leader at the moment within the Luxury fragrance market has got to be Chanel, Yves Saint Laurent and Christian Dior. These are all French brands, and therefore France owns the Luxury fragrance market; in the sense that it is home to the most luxurious fragrances available. Within the Luxury fragrance sector they must become leaders within the fragrance market, in order to become a consistently successful company. It is the only market that can connect all types of individuals. The fragrances are set at prices that most consumers are able to afford. And although Luxury Fashion brands price their fragrances quite reasonable costs for a high-end company, it still manages to be their biggest source of income. This is due to the amount of individuals that purchase them, outweighs the lower price ranges.
The current country that is leading the Luxury Fashion market is China. The Chinese are extremely wealthy and love their High-End brands; which is why Luxury brands are constantly trying to target this market. With regards to the fragrance industry they unveil new fragrances in China to really get the Chinese experiencing the buzz in which France usually puts on for the launch of new fragrances. By Luxury brands opening their fragrances in China it makes them feel important, and would be a big enticing point to generate lots of sales. An example of this is when Christian Dior launched their Miss Dior fragrance in Shanghai’s Art District. The Sculpture Space, hosted the Miss Dior exhibition that displayed the timeless fragrance.
In terms of other parts of the world and their current leaders within the fragrance market, it is definitely not the Luxury sector. As the fragrance industry grows in success more affordable brands such as celebrity fragrances and Diffusion brands grow in popularity, as the french heritage of perfumery becomes less popular in other countries. Due to this synthetic substances, which are reproductions of natural materials already used in perfumery have become available to perfumers at very low prices.
As it's a new season, so there are new fragrances set to be released in the Luxury fragrance market this Autumn/Winter. It is the perfect time for Luxury brands to launch new fragrances; as it is not only the party season and people are adamant on feeling their best. But Christmas is fast approaching! Consumers are always looking for the latest fragrances and constantly want the best for themselves.
Some of the new fragrances which are mentioned on Vogue's website, that have just been released, or are set to be released before Christmas are:
- B. by Balenciaga
- Knot by Bottegega Veneta
- Black Opium by Yves Saint Laurent
- Reveal by Calvin Klein
- My Burberry by Burberry
- Patchouli Absolut by Tom Ford
- Narciso by Narciso Rodriguez
- Furiosa by Fendi
- Wood Sage & Sea Salt by Jo Malone London
- Mojave Ghost by Byredo Parfums
Out of the fragrances listed above and shown in my images some contained ad campaigns for their fragrances and some did not. Here are the ones I managed to find and a little information about the recently launched or upcoming scents!
Knot by Bottegega Veneta - Three years after launching the fragrance collection, Bottega Veneta teams up with Coty Global to create Knot. Fragrance Bottega Veneta Knot is inspired by fresh air of the Italian coast line, scent of flowers and clean laundry whose scent comes through the open windows when the wind is blowing. That indicated as to why the bottle has a rope knot at the top of the lid; it is heavily influenced by the coast like and the sea, a bit like Wood Sage & Sea Salt by Jo Malone London. The fragrance is retailing at £70 for 50ml and is now available to purchase as it was launched in September 2014.
Black Opium by Yves Saint Laurent - This YSL fragrance is said to be a rock'n'roll interpretation of the classic that should highlight the dark, unpredictable side of the Luxury brand. The bottle the fragrance is sold in has a dark theme throughout. Although it contains sequins that add to the chic rock look YSL is trying to create within this fragrance. The ad campaign for this compliments the bottles attributes well too. In the sense that British model Edie Campbell has been styled with a dull and dreary look. But at the same time she has messy hair, with dark eyes and a fitted blazer; which optimises rock-chic glamour! The fragrance is retailing at £62 for 50ml and is now available to purchase as it was launched in September 2014.
My Burberry by Burberry - This scent is very much appreciating Burberry's heritage. It uses their famous rain coats to be the only clothing piece worn in the ad campaign. They also make it rain throughout some of the shots, this is in homage to London's famously terrible weather; the city where Burberry began. Also the fact that they use Kate Moss and Cara Delevingne in their ad campaign, shows that they are really trying to appeal to a wide range of women. Being the females that remember when Moss was at the height of her career. To the females that are around the same age as Delevingne and are intrigued by her universal success! The fragrance is retailing at £65 for 50ml and is now available to purchase as it was launched in September 2014.
Wood Sage & Sea Salt by Jo Malone London - This English brand has created another traditional fragrance, using the British coastline for inspiration. Their ad campaign for this fragrance fits it extremely well. It is simplistic and fresh. Set on the coats with a nautical theme running throughout. Its' beautiful scenery makes you want to smell this scent, for the sheer want to experience the beach from the comfort of your home in the Winter! The fragrance is retailing at £82 for 100ml and is now available to purchase as it was launched in September 2014.
There is also information online about what fragrances are being launched next year (2015/2016) for the Luxury Fragrance market. Some of which include:
- Wildfox debut fragrance with Elizabeth Arden, Spring 2015
- Salvatore Ferragamo Emozione, 2015
- Ralph Rucci by Ralph Rucci, 2015
- Chloe, new fragrance for women, 2015
- Louis Vuitton debut fragrance by perfumer Jacques Cavallier, 2016
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