Mens Fragrance Report

Men's Fragrances - UK - September 2010Competitive Context Key points● There has been more excitement in the men's fragrance market recently, with the sector being shaken up by innovative � and highly influential � entries such as Paco Rabanne 1 Million from Puig.● The men's fragrance market remains heavily gendered but softer floral influences have been appearing in keeping with a wider trend in fashion to mix masculine and feminine elements.● The 'Lynx Effect' remains a unique aspect of the men's market, with the bodyspray brand providing the entry scent for boys aged 8 onwards before graduating into designer fragrances.Market value in context● According to Mintel�s Men's Grooming � UK, June 2010, deodorants are the highest-value sector of the men�s grooming market, accounting for an estimated 40% of value sales in 2010. Deodorants also benefit from high penetration, with almost nine in ten men aged 15+ using the product.● One in seven (14%) men get all the fragrance they need from scented toiletries (see The Consumer � Attitudes towards Fragrances). This figure rises to almost a fifth of DE men (including non-working men and students) � a group that is also most likely to think that fragrance is expensive. This suggests that less affluent men view deodorants, bodysprays and scented body wash or shower gel products as a more cost-effective option than buying fragrance separately.11: UK retail value sales of men�s fragrances, men�s grooming products and women�s fragrances, 2005-09 |2005 |2006 |2007 |2008 |2009 |% growth |

|�m |�m |�m |�m |�m |2005-09 |

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Men�s fragrances|327|343|356|375|388|+18.7|

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Men�s grooming products|422|443|458|470|468|+10.9|

Women�s fragrances|573|607|626|697|722|+26.0|

Note that sales of men�s bodysprays are included within fragrances as well as grooming products

: Mintel

● The growth rate in men's fragrances has underperformed women's over 2005-09, even though it has been buoyed by new, and some incredibly...