Skin health positioning in fragrances is an under-penetrated space. Trending claims address skin sensitivity, but consumers are likely to demand more substantiated, specific claims. Skin health claims are significant drivers of the fragrance consumer journey in Western Europe and Southeast Asia, while consumers in North America and the Middle East and Africa are also receptive. Emerging formats make up a small piece of the market, but are well-poised to grow as players look to expand product var
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According to Euromonitor’s Via Pricing Sample, less than 5% of online fragrance SKUs contain skin health claims. Fastest-growing claims include “non irritating”, “hypoallergenic” and “no allergens” claims, but consumers knowledgeable about skin care will likely demand more substantiated, specific claims in the future, such as “dermatologically-tested” or “hypoallergenic”.
Emerging claims, such as “fatigue relief” and “aiding sleep”, are adding to the variety of skin health claims in Western Europe, alongside trending claims “non irritating” and “antioxidant”. Consumers in other regions, especially North America and the Middle East and Africa, are also receptive to skin health claims in fragrances, while other regions may be less receptive, such as East Asia where usage is driven by emotional and sensorial connection.
“Sensitive skin” and other skin health claims are significant drivers of the fragrance consumer journey in Southeast Asia. Consumers are seeking “hypoallergenic” and “free from” claims to a greater extent than other regions. Rising awareness of health and wellness, growing middle class and greater concern from pollution’s effect on skin sensitivity are driving demand for value-added products in this region.
Although emerging formats (eg solid fragrances, hair fragrances, microbiome-friendly fragrances, etc) make up a small fraction of the fragrances market, these features are well-poised to expand usage occasions among consumers and lengthen their increasingly holistic beauty rituals. These are also opportunities for players to expand their product variety.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
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