With the economy in a recession, beauty manufacturers are looking to find new ways to innovate in order to attract consumers to fragrance in mass channels of distribution. The overall fragrance category in the mass category has declined, according to ACNielsen. For the 52-week period ended June 14 for drug, food and mass, excluding Wal-Mart Fragrances, women’s fragrances declined 4.9 percent to $451 million, while men’s also decreased 4.7 percent to $141.8 for colognes. A number of manufacturers agreed that consumers have become more conscious in terms of their shopping patterns when purchasing fragrance. Executives said that they have found that customers are looking more to affordable fragrances when seeking luxury items to buy. “Consumers are more careful when deciding where to spend money, but I feel the mass channel is positioned well in a tough economy,” said Karen Huntoon, Elizabeth Arden’s director of global marketing in fragrance. “It’s about making sure consumers keep fragrance at the top of their minds and see it as a giftable item for holiday.” Huntoon added that the company is focusing on supporting the business heavily for the holiday season. Selective Beauty, which works with United Colors of Benetton, Ferrari and Swiss Army fragrance brands, is looking to bring added value to consumers with new gift sets and limited edition packaging. “We’re looking to do deeper promotions to offer consumers stronger added value than the past,” said Gregory Black, vice president of marketing at Selective Beauty. “It’s about gifts with purchase that will get the product off the shelf and bring it to beauty aisles of mass retailers to draw attention.” According to Michael Ferrara, senior vice president of marketing at Coty Beauty, the company’s sales are up about 10 percent. He added that Coty is looking to improve the in-store environment in terms of purchasing fragrance to make it more “shoppable.” “It’ll never be like the department store environment, but we can do something to bridge the two,” said Ferrara. “Creating a more pleasurable environment will help transform the shopping experience.” Retailers agreed that the fragrance business is going through a tough period. Some retailers are holding off on purchases. “We are doing more with trial sizes, which have a lower retail [price] and we are asking vendors to bring designer and celebrity names to us faster,” said a retailer. Sherry Saffert, category manager at CVS, said she’s pleased with the celebrity fragrance business in the store. “We find our shoppers respond well to them and we hope to see more scents available to our stores,” said Saffert. Celebrity and designer fragrances still seems to be driving the business. “We’re continuing to see more prestigious celebrity fragrances driving the category, however, there’s definitely an opportunity for lower-priced lifestyle brands,” said Black.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim