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Men’s Scents Sales Up in U.S., U.K

NPD’s report revealed that both the U.S. and the U.K. enjoyed a 5 percent bump in prestige men’s fragrance sales for the year ended October.

Despite sagging sales across Europe in both men’s and women’s eau de toilettes, The NPD Group Inc. reports that 2013 has been a good year for men’s fragrances in the U.S. and the U.K.

“While women’s individual juices continue to be the top-selling fragrance segment across the U.S. and Europe, new launch activity has been a boost for men’s sales across most countries,” said Karen Grant, vice president and senior global industry analyst for NPD. NPD’s report revealed that both the U.S. and the U.K. enjoyed a 5 percent bump in prestige men’s fragrance sales for the year ended October versus the same period the year before. Both countries showed 2 percent increases in the women’s category for the same time period.

Grant told WWD in September that four out of five of the top fragrance launches for 2013 were for men. They include Gucci Guilty Black Pour Homme, Polo Red, Givenchy’s Gentleman Only and Dolce & Gabbana The One. Chloé See was the only top seller in the women’s category, according to NPD.

In the latest report, women’s individual juice sales were down in France, Italy and Spain, while men’s scent sales decreased in France and Spain and remained flat in Italy. Looking at total prestige fragrance dollar sales, the U.S. showed an increase of 2 percent, reaching $3 billion for the year ended October versus the same period the year before. The U.K. also experienced a 2 percent total sales bump, reaching 1.2 billion euros during the same time period. Meanwhile, total fragrance sales declined in France by 1 percent, in Italy by 2 percent and in Spain by 5 percent during the same period.

NPD also revealed that both the U.K. and the U.S. experienced growth in prestige fragrance sales via women’s juices and men’s and women’s fragrance gift sets for the year ended October as compared to the same time the year before. During that same period, France showed an increase of 5 percent in men’s gift sets, while Spain showed decreases across all fragrance categories, including a 6 percent sales decrease in women’s fragrance sets and a 5 percent drop in women’s individual juices.

“A formula involving the right balance of value and scent appeal will help reenergize the fragrance category for women as it is currently doing for men,” said Grant.