The sales of cosmetic products are rising in China, especially online! Indeed, the consumers, especially the young ones, pay more and more attention to their health and are more interested in cosmetics.

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Why the perfumes’ market is booming in China

The perfumes attract more and more Chinese people. Bill Brace, vice-president of the development operations of the global market of P&G Prestige said that the market for perfumes experienced difficulties to develop in China because of the historical lake of perfumes in the Chinese empire. We thus notice an increase in this market.

Indeed, the study office Euromonitor has currently published a report showing an increase of 12% of the perfumes’ sales in China in 2011, against an increase of 8% in 2010. Bill Brace is especially interested in the youngest Chinese consumers. He thinks it is very important to study the utilization of perfumes in the education.

Cosmetics but especially perfumes are more and more daily used by the Chinese. Those young consumers tend to associate perfume with “reasonable luxury”. They seem to be able to buy this type of luxury product and create value for them.

 

Encouraging Sign of growth

 

A new trend of Chinese people participates in the growth of the perfumes’ market: the donation. Indeed, Chinese people offer more and more perfumes as gifts. Lui Meng Chow of Mintel says that it is frequent that a man buys a perfume to offer to his wife. On the contrary, women are used to buying perfumes for their own consumption. A donation is a good way to influence consumers to use the perfumes regularly.

However, the use of perfumes is just starting. Indeed, Philippe Paris Paparella, a perfume’s expert, based on Shanghai for Symrise, an international major who produces flavors and perfumes, highlights that cosmetics were in fact illegal during the Cultural Revolution.

Perfumes are not part of the Chinese habits. That’s why the personal or emotional attachment that we find in Occident, where there are lots of people which remind their perfume because it was held by their mother or grandmother, does not have any impact.

The solution for Paris-Paparella would be to create, today, an attachment in young people.

This lack of history implies a big delay to catch for the perfumes’ market in China. The company Mintel has the project to reach almost 750 millions of dollars in terms of sales in China.  This number regroups expenses that are 20 times inferior to the US market and 60 times inferior to the UK market.

P&G notices a real potential concerning the market of young Chinese consumers. Today, less than 1% of the Chinese population use perfumes in comparison with 60% in Occidental Europe or in the US. The motivation of P&G is the potential and the enormous space that represents the Chinese market as Japan and Korea ones.

The Chinese predilections tend toward international luxury trends like Chanel, Dior and Lancôme elected, in 2011, as the most popular brands of perfumes. The smell of the perfume stays in the second position.

Chinese consumers prefer the slight perfumes. In the flagship perfumes, we can see the Davidoff perfume for men, Cool Water. Prada, her, fights with her “Eau de Parfum Prada” because of the strong smell. The light version, Prada Tendre, was more appreciated by the consumers.

 

Perfume for men in China

 

Perfume for men tends to increase in the next few years.  Masculine perfumes would have increased by 20% between 2008 and 2011, contrary to the feminine ones that have increased by 10% according to Mintel.

 

In China, the word perfume is often associated with feminine connotations (according to men consumers). Nevertheless, the popularity of many Japanese and Korean famous people through the media, admit the masculine perception.

 

 

We notice that young masculine consumers forget their conservative traditions and prefer the individual expression through this concept.

This trend implied lots of companies to launch specific brands for men (toiletries) despite the feminine connotation.

The history of perfume in China means that an educational marketing campaign is a key to success.

Consumers stay curious about perfumes.

Concerning perfume companies, we advise them to use all the communication means (public relations, stores pieces of advice, online…) in order to maximize the visibility of their brands and satisfy the consumers’ desire.

 

Marketing China

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16 Comments

  1. Dear Olivier,

    I am marketer and promoter of many high-end and prestige beauty brands. We specialize in fragrances, skin care, bath & body care and hair care. We are a Made in USA company and promote and sell Made in USA beauty brands. We maintain an established and strong history of successful distribution business.

    Our resolution for 2014 is to open the Asian markets, especially in Shanghai and Hong Kong, Taiwan, and Singapore. We are currently looking for responsible distributors to market/sale our high-end fragrances and could you please recommend us few perfume distributors?

    1. Hi ,

      I am wholesaler in Malaysia, I have all kind of perfume supply, kindly contact me to discuss further more.

      Thanks,

      Wilson

      1. hi Wilson
        hope u doing well ,m doing online business in uk based on perfume.can u give me some fantastic quote for some branded perfume
        thanks
        jitender pal

  2. Dear Oliver,
    I would like to thank you for your blogs, they are very useful and give clear information about many subjects. My company produces organic essential oils in the UK. We would like to expand into the Chinese market. Do you any good essential oils distributers that can help us achieve this?

  3. Hi Oilver,

    We would like to know more how to marketing our products of perfumes in China.Our products is a non-alcohol perfumes.
    Thank you

  4. Hello

    I am looking for distributors for my own private labelled perfumes. My own brand of perfumes are made in China and are going for $17(including shipping outside China), $15(for Chinese buyers).

    MOQ is 5000 bottles.

    John E. Roberts
    Perfume Designer

  5. hello,
    i am looking for a place in order to buy highend perfumes in shanghai went to bunch of local stores but couldnt find my brand
    its aventus creed so if anybody could help.me.out please let me know
    this is my email

    1. Dear Sirs,

      We would like to introduce you to our luxurious perfumes.
      Our products have been manufactured in Barcelona (Spain) for 20 years.
      We export in very many countries over the world. Please find attached a letter of presentation, and underneath this message our links to internet.

      Our Gold collection is strikingly different from any other perfume on the market. We have now to enter the Chinese market and are looking for distributors.

      All our perfumes are registered with European authorities and we can supply all necessary documentation for you to import these products into China.

      We are looking forward to hearing your comments and sincerely hope for a future cooperation.

      Kind regards

      Marisa Conesa

  6. Hi,

    we are a perfumes atelier based in Dubai under name OTTANIQO established by two italian entrepreneurs.

    We presented in the market Lucky Camel and Happy Dolphin, the first two luxury fragrances of My Journey Collection, a new alcohol free perfumes Eau de Toilette 100ml line created for children but also very much liked by adults too made in Dubai.

    With charming and memory scents, My Journey Collection tells stories of exciting travels seen through the eyes of the children: a voyage full of adventures in the company of cute animals that represent different countries around the world.

    We designs and creates fragrances (with Italian and french noses perfumers) for children, women and men together with a series of classy accessories and gift items.

    We are looking for distributors in Asia market and USA.

  7. Hello
    We are Baihuo the largest Shopping mall in China for beauty products and we are interested to sell luxury perfums in China;
    Contact me to have more information.

  8. “Good manners and good cologne is what transforms the man into a gentleman!”
    “Perfume is like a parenthesis, a moment of freedom, peace, love and sensuality in between the disturbances of modern living.”

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