Perry Ellis gets playful
DORAL, Fla. — Well-known fashion brand Perry Ellis shipped in August a new namesake fragrance for men — Perry Ellis.
Playful and enticing, the brand’s new flagship fragrance is housed in a bottle inspired by the signature Perry Ellis “dot.” The dot is designed to evoke the heritage of the brand while lending a playful attitude.
Mass trades fragrance for bath scents
Is the smell of money in the air for the fragrance market? Perhaps.
Still rebounding from declines suffered during the recession, the fragrance market is poised for growth through 2018. However, research by Mintel cautions that the mass fragrance market will likely continue to struggle as prestige or niche scents drive growth.
Echoing the sentiment, data provided by IRI shows that sales of women’s fragrances declined nearly 6%, and men’s cologne declined nearly 7% during the 52 weeks ended Dec. 1, 2013, at total U.S. multi-outlets.
There are likely several reasons for the decline at mass. Aside from economic conditions and market saturation, the fragrance market at mass also is reeling from the influx of scented bath and body products like body spray, scented lotions and shower gels. While these products may not fall within the traditional fragrance category, scent is one of the key drivers for use. In fact, IRI data indicates that sales of men’s body mist rose about 2% during the 52-week period, with Unilever’s Axe brand taking the lead.
The good news is that the interest in fragrance remains strong, and those manufacturers and retailers who embrace new forms, benefits, packaging and retailing stand to benefit.
Mintel research found interest in:
- Fragrance box subscriptions: This can be a great way for consumers to easily get a variety of scents;
- Refillable packaging: This was found to be especially popular among young women looking to save money and be environmentally conscious;
- Customized packaging: This option enables the users to reflect their own sense of style, potentially building stronger brand loyalty;
- In-store education classes; and
- Fragrances that can be sprayed on clothing or other fabric.
“New innovations give retailers the opportunity to rethink merchandising, particularly in the struggling mass fragrance market. Finally, smaller-sized and other formats, such as gels and solids, could carve out opportunities to attract more budget-conscious consumers who may not be able, or willing, to splurge on full-sized products,” Mintel noted.
Study: Beauty brands turn to YouTube
YouTube is transforming the beauty space. Incorporating YouTube into Web and commerce initiatives and leveraging YouTube’s independent beauty personalities can unlock significant opportunities for brands, especially niche players, according to recent research by Pixability.
In fact, according to the big data software company, YouTube’s top 25 beauty vloggers possess 115 times more subscribers and receive 2,60070 more comments on average than beauty brand channels. In addition, 9770 of the conversations around beauty and brands on YouTube are controlled by vloggers, haul girls and other beauty content creators.
“Brands that mistakenly treat YouTube as a quasi-television station should not be surprised by dismal ROI. Those that embrace YouTube as a critical digital marketing and communication medium, however, will see outstanding results,” stated Rob Ciampa, CMO of Pixability.
To see the charts, click here.