Boston, MA -- (SBWIRE) -- 08/15/2014 -- Fashion and celebrity endorsement were key drivers of fragrances in 2013, with the category increasingly considered as an accessory. Finns chose different fragrances for different occasions. This also drew many consumers towards certain fashion brands that they thought corresponded with their style. Fashion brands such as Marc Jacobs by Marc Jacobs International LLC were among the highest growth brands. Another area of growth was the celebrity endorsed fragrances, which also referenced certain fashion styles and even lifestyles. Finns were more likely to choose fragrances endorsed by celebrities they adored or to whom they could relate to. Examples of a campaign with celebrities in 2013 included artists such Lady Gaga for Lady Gaga Fame brand by Haus Laboratories SA. High-scale campaigns were also run for fragrances such as Lancome La Vie est Belle endorsed by actress Julia Roberts from L'Oreal Finland Oy.

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Competitive Landscape

Fragrances is a very fragmented environment. Chanel SA continued as the leader holding 14% retail value share. The company has an iconic position not only in top fashion but also in premium fragrances. Its Chanel Chance, Chanel Coco Mademoiselle and Chanel Ndeg5 were among the top selling brands in fragrances in Finland in 2013.

Industry Prospects

In the Western European context, Finns are lagging behind when it comes to using fragrances. In volume terms Finns use fragrances six times less than the Western European average in 2013. Traditionally Nordic women use for example fewer cosmetics. However, this perception started changing among Finnish female consumers and fragrances are becoming more popular. On the other hand, Finnish men also started to pay more attention to their looks and increasing amount of male consumers who now show an interest in fragrances. This sort of change in consumer perception is expected to continue to pave future growth for fragrances.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fragrances industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fragrances in Finland market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Fragrances in Finland?
- What are the major brands in Finland?
- What pricing movements are seen across premium and mass fragrances?
- What are the key product development trends?
- How are sales of unisex fragrances performing?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Mass Fragrances, Premium Fragrances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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