According to the NPD Group, the overall trend in 2007 for purchases of prestige fragrances in the US can be characterized as one having shown greater conservatism despite or maybe because of the over-abundance of launches. It will be interesting to see whether of not this trend slows down a bit this year.
Sales for both men's and women's prestige perfumes were down 1 % and some qualitative data indicate that women tended to buy perfumes that they had already worn in the past, a possible reaction elicited by the avalanche of novelties. Purchases were also oriented towards tried-and-tested brands that had already been in the market at least since 2006. These sales grew by 2 % last year....
Beauty industry analyst Karen Grant said that,
“Over half of women surveyed told NPD when they are buying for themselves; they are buying a fragrance they once owned. It may be that consumers are finding comfort in familiar brands because of the crowded marketplace,” said Grant. “We also must consider the importance of December. It is a critical month for prestige fragrances, with one-third of annual sales generated during this time. This past holiday season it seems fragrances were up against other hot consumer items, even more so than in the past, like GPS systems and digital picture frames, making it much harder for fragrances to stand out,” said Grant."
The top 5 total prestige fragrance sales in 2007 (data based mostly on sales in department stores) were according to NPD:
- Acqua di Gio
- Coco Mademoiselle
- Chanel No. 5
- Cashmere Mist