It makes sense that consumers would switch from premium to mass fragrances during a time of economic uncertainty and inflationary pressures. Premium brands are also mostly imported, thus pushing up their prices even further due to the additional transport and logistics costs.
Kenya's beauty and cosmetics industry has become the new investment attraction, pulling in big money from those keen on establishing new lines of business, or those who wish to snap up successful enterprises through acquisition deals. For example, Fenty By Rihanna (the singer) recently launched its new Fenty Eau de Parfum in Kenya, receiving a lot of positive feedback from consumers.
Expert users of perfume, who can easily tell the difference between cologne and perfume, have been progressively increasing the demand for a signature fragrance over time. The trend has seen French perfume maker, Adopt’ launch its products in Kenya, through a sole franchise deal with Linton’s Beauty World Ltd.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.See All of Our Definitions
This report originates from Passport, our Fragrances research and analysis database.
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