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Women’s perfume sales to hit over £550m in Christmas quarter

Published
today Dec 2, 2019
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Growth in the UK women’s fragrance market is expected to accelerate in the last quarter of the year, with beauty consumers forecasted to spend nearly as much as they did for the whole rest of the year.


Escentual


According to a new report, sales of women’s fragrances will reach more than £550 million for the first time in the period between October and December, as shoppers rush to the high street and online to find the best deals.

Sales of premium fragrance are up 4% on last Christmas and retailers are bracing for a strong festive period, said leading beauty retailer Escentual.com.

Britain’s favourite fragrance is Coco Mademoiselle. First launched in 2001, the oriental floral scent will make around £26.4 million this Christmas with about 390,720 bottles sold. Coco Mademoiselle is promoted by film actress Keira Knightley, who has been the face of the Chanel scent for 12 years.

Impressively given how new it is, the second most popular fragrance is YSL Libre, which was launched in September with British singer Dua Lipa. Social media has been key to achieve such a rapid adoption, in fact the launch video has nearly 2 million views on Youtube. The new fragrance is predicted to make about £14.3 million with 215,800 bottles sold.

Chanel takes third place with the classic fragrance Chanel No 5. The 98-year-old perfume, which rose to prominence when Monroe said it was the only thing she wore to bed, is expected to make around £12.65 million in sales, with consumers buying more than 193,800 bottles.

Slightly behind is Miss Dior, advertised by Natalie Portman since 2017. Escentual believes the fragrance will sell £8.25 million over the festive season, amounting to 137,300 bottles.

And finally, Lancome’s Idole is the fifth most popular women’s fragrance in the UK, generating an estimated £7.7 million in the last quarter of the year and selling around 130,700 bottles. Lancome Idole is also a new product: it launched with American singer and actress Zendaya Coleman in August.

YSL Black Opium, Thierry Mugler Alien, J’Adore by Dior, Lancome’s La Vie est Belle and Paco Rabanne Lady Million complete the top ten women’s fragrances for 2019 Christmas.

Ceryn Lawless, communications editor at online retailer Escentual.com, said: “All the indications are that this year should be a bumper year for fragrance sales, October has been 4% bigger than last year, and November is strong as well.

"Coco Mademoiselle is without a doubt the runaway winner on sales this year, no one else is going to come close but YSL’s newcomer Libre, which was only released this year is already building a loyal fan base. The marketing campaign with Dua Lipa has helped boost sales. Lancome Idole is also doing extremely well for a younger market with Zendaya Coleman as their brand ambassador, and it’s been paying off for them.” 

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