Fragrances performed well in the first quarter, with Chanel outperforming other brands almost three-to-one.
For the first three months of 2015, total fragrance sales were up 5 percent over the same period last year, fitting squarely in the middle of the personal care category, said Brenna Phelan, director and fragrance analyst of The NPD Group. “Skincare was down, makeup is on fire and fragrance is in the middle.”
With no big launches in the quarter, companies are supporting existing brands for growth. And, Phelan added, “the basic business — the juice — is driving the business,” with sales of sets down.
With brands overall, Chanel continues to dominate the women’s category with 16.7 percent of the sales and is neck-and-neck with Giorgio Armani in the men’s category, with 12 percent and 10.3 percent of the dollar shares respectively.
With specific fragrances, the top women’s performers were Chanel Chance, Chanel Coco Mademoiselle and Daisy Dream Marc Jacobs. Top men’s fragrances were Bleu de Chanel, Acqua di Gio Pour Homme and L’Homme Yves Saint Laurent.
“Chanel continues to drive everything,” said Phelan. “The amazing thing about Chanel is that No 5, Coco Mademoiselle and Chance are prestige, but they’ve made Chance youthful. This approach is to get the millennials and no one else is doing it. They’ve carved out segments,” for every level of consumers.
Interestingly, Christian Dior’s J’Adore, number 7 on the top women’s fragrances for the quarter, matches up with Chanel No 5 and Miss Dior matches up with Coco Mademoiselle, Phelan said, “but there is nothing in the Chance space.”
Top Women’s Fragrances – First Quarter
- Chanel Chance
- Chanel Coco Mademoiselle
- Daisy Dream Marc Jacobs
- Viktor & Rolf Flowerbomb
- Chanel No 5
- Dolce & Gabbana Light Blue
- Dior J’Adore
- Lancome La Vie Est Belle
- Ralph Lauren Romance
- Thierry Mugler Angel
Top Men’s Fragrances – First Quarter
- Bleu de Chanel
- Acqua di Gio Pour Homme
- L’Homme Yves Saint Laurent
- Polo Red
- Gucci Guilty Homme
- Armani Code
- Dolce & Gabbana Light Blue Pour Homme
- Calvin Klein Eternity for Men
- Paco Rabanne Invictus
- Dolce & Gabbana Pour Homme
Photo courtesy of Chanel