Asia in Focus

Fragrance in Asia - a segment worth investing in?

By Michelle Yeomans

- Last updated on GMT

Fragrance in Asia -  a segment worth investing in?

Related tags Perfume Odor Cosmetics

Although the fragrance category can hold it's own in the West, it's still small business in Asia which our expert says it due to several cultural reasons and warns that whilst there is opportunity to invest, it's not going to be down the conventional route...

According to Florence Bernardin, CEO of 'Information & Inspiration', an agency that specializes in all that is cosmetics in Asia; fragrance in China, Japan and Korea is generally viewed as appealing when used in hair care or body lotions, rather than traditional perfumes like in Europe or the US.

She says it's actually the fragrances present in shampoos, conditioning treatments and hair mists that is establishing brand loyalty with consumers.

"In China, fragrance has not traditionally been worn and awareness is still low and in Japan and Korea consumers fear others impression as there's this image of seduction,​” Florence tells  

Kanebo leading the way as to how to cater to this market...

Japanese personal care giant Kanebo claims 30 years of success with it's Sala hair care range which features more than 90 types of natural extracts, a popular concoction that the brand markets as “a scent which lasts forever”.

"The floral​ fragrance is so popular that the line expanded from basic shampoos to hair mists and colouring and styling products. Kanebo then moved the scent into a skin care range, incorporating shower gels, moisturizers, body powder sprays and deodorant​," Florence reports.

According to Kanebo's in house studies the range made; “82% of men wish to turn around to smell it”.

Chanel has also tapped into this trend by developing hair mist versions of its Coco Mademoiselle, Allure and Chance perfume brands.

Asia in Focus - bringing you all the latest from the region

Florence Bernardin

Asia in Focus is a series that hones in on the segments offering the most opportunities for the industry.

Now in its seventh edition, this series looks at how best to enter Asia's markets and hones in on specific consumer trends and behavioural pattern breakdowns with our experts on the ground, in the region.

Florence Bernardin is the CEO of 'Information & Inspiration', an agency that specialises in all that is the cosmetics industry in Asia, and will be back on the region next month reporting on what matters.

If you would like to see our expert look into specific topics on their next trip, please contact us via the editor button below for consideration.

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