PORT WASHINGTON, N.Y.—Heading into the holiday season, total prestige fragrance sales have been experiencing a marked improvement over the same time in 2009, when fragrance sales were down -12 percent from 2008, according to the NPD group. Sales from August to October 2010 grew more than 4 percent (up $20 million) over the same time period last year.
Women’s and men’s fragrance juices have experienced a resurgence. Women’s fragrance juices experienced six months of consecutive increases with growth accelerating to a high of more than 9 percent in October. While men’s fragrance juices have posted five months of consecutive increases and also experienced accelerated growth of more than 20 percent. While these gains are up against a very weak October 2009, when dollars declined -15 percent overall, the results mark the most positive monthly performance in at least two years.
- New women’s fragrance launches and new men’s fragrances launches contributed to October’s strong fragrance growth.
- The top three best selling total prestige fragrance brands according to dollars sold, from January to October 2010 were: Coco Mademoiselle, Acqua Di Gio Pour Homme and Light Blue, respectively.
- As the year draws to a close, fragrances face the two most critical months of the year, which represent close to 40 pecent of annual sales.
“While there will again be electronics vying to be top gifts this holiday season, new fragrances, as well as classic scents, have again become contenders this year," said Karen Grant, vice president and global industry analyst, The NPD Group. “It’s like a renewed love affair with fragrance and you can be sure consumers will delight in the offerings for them this holiday."