"Fragrances in Colombia" is now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Thu Sep 18 2014

The success of spray deodorants used as body fragrances make manufacturers explore portfolios that are even cheaper than mass fragrances sold by leading direct sellers, such as Belstar, Yanbal and Avon. Manufacturers have realised that men rely on brands, such as AXE, which is promoted more as a body spray than a deodorant. Although the fragrance may be less durable, it is considered sufficient for many consumers. In line with this, Unilever launched Impulse, a brand that is popular among more mature consumers (over 30s) as it has been present in the country for many years. It is a very affordable fragrance in spray for women in a small metal aerosol can to take when away from home. This new product development stemmed from the popularity of so-called "bath splashes". These are used when women do not want to use products, such as deodorants, for fragrance and instead resort to "bath splashes". These products were designed for the shower and are used by women, especially younger consumers, for light refreshing daily use. Fragrances in spray provide an alternative for consumers who use either traditional mass or premium fragrances during the day for light or on-the-go use.

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Competitive Landscape

Belcorp is by far the leading company in fragrances followed by Yanbal and Avon. As proven through the share ranking, direct sellers have taken the lead in fragrances thanks to their design and innovation in the mass fragrances category. They frequently launch new products via a "campaign" method, which are showcased in their catalogues on a monthly basis. Although the best-selling and leading fragrances are kept over several campaigns, innovation remains a strategic sales driver. This can be quite a challenge, as the design, product development and supply chain management need to be fast as direct sellers are proud of their quick response to changing consumer needs and preferences. Through their new product development process, they have been able to read the preferences of mass Colombian consumers. For them, Colombian women are attracted to strong and durable fragrances that last.

Industry Prospects

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You may also be interested in these related reports:

- The Future of the Fragrances Market in Colombia to 2017: Market Size, Distribution and Brand Share, Key Events and Competitive Landscape
- Unisex Fragrances Market in Colombia to 2017
- Male Fragrances Market in Colombia to 2017
- Female Fragrances Market in Colombia to 2017
- Fragrances in Colombia - a Snapshot (2013)

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