Once upon a time, perfume was a luxury product, only on some important occasions could you smell the faint fragrance of others. In recent years, with the upgrading of consumption, perfume has gradually entered the public's vision from the luxury crowd. More more people like to use perfume to express themselves improve their taste.

Although perfume has become a necessity for many people in their daily life, the penetration rate of perfume in China is only 5% at present, many people still have the "shame of perfume" mentality, especially in some male groups.

From internationally renowned brs such as Dior Herm è s to emerging domestic brs such as the Smell Library Ice Cream, more more brs are competing in the olfactory economy, tirelessly researching complex fragrance formulas to meet the needs of young consumers. Has the habit of using incense among Chinese people been successfully cultivated at present? Does the public still have the mentality of "perfume shame"? When the national trend meets the international br, how will consumers choose?

China's perfume market reaches 10 billion yuan

But the penetration rate is only 1/8 of that of developed ries

According to the financial report of Estee Lauder in the first quarter of 2023, the net sales decreased by 12% compared with the same period of the previous year, the net profit decreased by $156 million. Specifically, the skin care cosmetics businesses declined, but the sales of perfume category showed an upward trend, with a year-on-year increase of 14%. In 2022, the revenue of L'Oreal's high-end cosmetics sector will reach 14.64 billion euros, making it the sector with the highest proportion of revenue, with perfume category growing the fastest.

The sales data of several high-end brs show that in the past year, skin care, cosmetics other categories have more or less fluctuated, but the perfume market has shown strong performance.

In the first quarter of 2023, the total sales of Givaudan, a Swiss essence spice giant, in the Asia Pacific region of China will be 422 million Swiss francs, up 4.9% year on year.

According to the data from the consulting agency, the market size of China's perfume industry has risen steadily in recent years. In 2022, the market size of China's perfume industry will reach 16.9 billion yuan, with a year-on-year growth of 24.3%, which is much faster than the global perfume market.

Although China's perfume market is huge, it is still in the stage of blue ocean development. Compared with the penetration rate of perfume in Europe the United States, China's penetration rate is only 5% at present, 16.2 billion yuan in the U.S. perfume market in 2022, China's perfume market has a huge development space visible to the naked eye.

China's market size population base are huge. As the last blue ocean in the "five sense economy", the olfactory economy has attracted more more attention from brs. The exping market has attracted players from all walks of life. Various perfume with the label of "niche, unique, quality" have been launched to win the favor of young people.

More more young people like to use perfume

Enjoy the emotional value it brings

"For example, if you are not in a very good mood or very manic on that day, if you put on a particularly fresh perfume like Margila's lazy weekend, you will feel that the whole person has been cured after spraying." A senior perfume lover introduced his feeling of using perfume.

In the past, the use of perfume may have been out of the need of social etiquette, but now, the use of perfume has become a common habit of more more people, more situational applications have made perfume gradually become a necessity for personal life.

In the consumer survey conducted by the consulting agency, more than half of the people use perfume every day. With the improvement of the material living stard, the luxury attribute of perfume the label of petty bourgeoisie are gradually weakening, the use frequency is increasing, which is reflected in the stronger sense of existence of perfume in national life.

Spray on work, get together with friends, travel with you. The use of perfume has become more more routine. The use rate of work, school party parties has increased, the use habit of national perfume has been gradually cultivated.

Why do more more people like to use perfume? It is either out of the need of dressing, or to make yourself happy, relax, or express your personal taste... According to the report data, most of the users who like to use perfume are driven by emotion like to use perfume to show their personal taste.

From the initial concealment of body odor to emotional needs, among users who use perfume, personal appeals expressions become the main reason for using perfume. In the survey of users who have used perfume, 93% of them use it because of emotional factors, more than half of them think that using perfume can show their personal style taste.

"Every perfume of mine has its own personality, like every friend of mine has its own color, I am myself," said a senior perfume lover when being investigated.

The "shame of perfume" phenomenon is being aboned. Many people believe that the use of perfume is a way of life to increase personal m temperament. Consumers can fully use the right scent in different occasions according to their own preferences needs to show their taste personality create their own personal settings.

According to the data from the 2022 White Paper on China's perfume Industry Research, there are also slight differences between male female users in the reasons for using perfume. Women pay more attention to the "sense of healing" brought about by perfume, men expect more "emotional expression" through perfume.

More more men have begun to use perfume to improve their personal taste, the use of perfume is no longer a "patent" for women. At present, the users of the domestic perfume market are mainly young people aged 24-40 (77.2%). In recent years, driven by the "beauty economy", the consumption concept of the male population has also undergone a transformation. They pay more attention to self-image management gradually awaken their awareness of using fragrance.

According to the data, in the first quarter of 2021, the sales of men's perfume category on Taoxi shopping platform reached 460 million yuan, up 53% year on year. The sales of pilot men's eau de toilette ranked top 1 in the sales of domestic perfume. Of course, this does not exclude that many female consumers choose perfume as a gift for male friends, but it should be acknowledged that more more men do use perfume.

The rise of China-Chic perfume

Consumers expect more affordable perfume

Whether it is Dior's true self or Hermes' l, these perfume have one acteristic: expensive. At present, the high-end market of perfume in China is mainly composed of these foreign brs.

Among the factors for consumers to buy perfume, 51.2% will buy it according to their preferences, 31.5% will buy it according to whether the price of perfume is appropriate. The price of perfume will largely affect consumers' purchase desire.

Perfume brs that domestic consumers are most familiar with are still Chanel, Dior, Hermes other foreign brs. They are the first brs to enter the domestic market. So far, they have numerous supporters, monopolizing the domestic high-end perfume market. Data shows that at present, the perfume market in China is mainly driven by high-end perfume, the sales of high-end perfume market is increasing year by year.

The sales volume in the high-end market is directly linked to the sales volume, is also related to the high selling price of individual products. Although the sales of domestic high-end perfume are rising, consumers still hope that more end affordable perfume will appear when purchasing perfume. According to the survey data, taking a single bottle of 30ml perfume as an example, 28.6% of consumers can accept the price of 100-200 yuan, 26.1% of consumers can accept the price range of 200-300 yuan.

At present, there are three main types of perfume on the market. One is the well-known international brs, one is the low-cost perfume sold through the channels of famous excellent products, Muji, etc., the other is the emerging high-end niche oriented high-end perfume in recent years, whose prices are constantly catching up with the international brs. Most of these perfume are domestic brs.

More than 30% of consumers do not have a high dem for the br when ing products, but 33.1% of consumers have their own favorite br. This phenomenon also shows that although the perfume market in China is currently occupied by international brs, domestic perfume brs still have a large space for development.

Since ancient times, there has been a custom of burning incense in China. Chinese culture ancient legal incense have also been inherited innovated in modern times. Currently, many domestic brs have deeply interpreted Chinese culture, many international brs have attempted to incorporate Chinese elements to provide consumers with a favorite scent enhance the experience of cultural pleasure.

When young people become the main consumers of perfume, the significance of perfume goes far beyond covering the basic function of body odor. At present, nearly half of consumers are willing to pay for "China-Chic Beauty", which means that unique cultural connotation emphasis on design will also become an important factor to attract consumers.

According to the data of Meiye Yanyuan Research Institute, the sales of Chinese domestic br perfume in Taoshi shopping platform from 2020 to July 2022 were 2.58 billion yuan, acing for about 22% of the whole domestic perfume market. More more domestic perfume with stories details is becoming an international br. The innovation of technology products is capturing the hearts of more more young people.