By  on April 10, 2009

As summer sun approaches, fragrance triplets and new scent partnerships are born, while seasonal flankers get zesty with citrus and spicy with peppercorns.

Globally, the fragrance category grew 9.9 percent last year, with an increase in every market except North America. “This is a saturated market, which isn’t very feasible businesswise,” says Oru Mohiuddin, company analyst for EUROMONITOR, about the United States, which saw a sales decline of 4 percent. “To compensate for market saturation it makes sense to expand towards [markets] with growth opportunity.” Mohiuddin says that emerging markets are driving the marketplace, particularly Latin America, where sales grew 25 percent; Eastern Europe with a 16.7 percent increase and Asia Pacific, which saw growth of 9.4 percent. “There aren’t as many layoffs abroad,” says Mohiuddin, who named Avon, Chanel and Kenzo as last years’ top sellers in emerging markets. Although many Americans are feeling the pinch in their wallets, Mohiuddin says it’s not just lack of money that is keeping fragrances on store shelves. “It’s not just because they don’t have money, it’s because they are not interested,” she says, blaming too many launches and a lack of exclusivity for the lack of interest. “Fragrance was once a prestigious, premium product and it’s lost that. With too many options, people are confused and can just do without it,” she says.

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