Gift sets, men’s, and larger sizes drive direct-to-consumer growth
Port Washington, NY, April 21, 2014 – The NPD Group, Inc., a global information company, reports direct-to-consumer sales of U.S. prestige fragrance grew 10 percent in the 12 months ending February 2014, to $285 million. While a fraction of the $3.0 billion U.S. prestige fragrance market, the performance of products sold on department store websites, in key online-only beauty retailers, and through TV/home shopping retailers is a bright spot for the industry which saw 2 percent declines during the same time period.
“The desire to ‘try on’ a scent before committing isn’t about to go away, but there is real appeal for consumers in the immediacy of replenishing the supply of their favorite scents from the comfort of wherever they are,” said Karen Grant, vice president and global industry analyst, The NPD Group, Inc.
Gift sets led the pack, representing 46 percent of direct-to-consumer prestige fragrance sales in the U.S., ahead of standalone juices which accounted for 44 percent of sales. Gift set sales grew 9 percent compared to 12 months ending February 2013.
Men’s fragrances represent a smaller portion of the sales than women’s in both prestige department stores and direct-to-consumer channels. However in both cases, men’s fragrances outperformed the women’s and the overall market in the 12 months ending February 2014. NPD’s BeautyTrends® Direct showed a 19 percent increase in dollar sales of men’s prestige fragrances during this time.
Bigger is even better in the direct-to-consumer space. Ten percent of U.S. prestige fragrance sales in this channel (vs. 8 percent of prestige department store sales), fragrances sold in sizes of 5.0 ounces or larger grew 26 percent during this 12 month period (vs. 12 percent sales growth in prestige department stores).
“Offering consumers incentives and options that link the in-store experience with the convenience of purchasing direct is the best of both worlds. It is this type of seamless retailing that is providing manufacturers and retailers a world of new opportunities,” added Grant.
Source: The NPD Group / BeautyTrends®Direct, March 2013 – February 2014 dollar sales
Source: The NPD Group / BeautyTrends®, March 2013 – February 2014 dollar sales