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Marketers Adapt Strategies To Boost Duty-Free Perfume Sales

October 2, 2016: 12:00 AM EST
Duty-free sales of beauty products worldwide reached $19.8 billion in 2015, with fragrance accounting for 43.6 percent of total sales, according to Generation Research. In 2014, however, overall sales were $19.3 billion, with the fragrance segment contributing 48.7 percent of total sales, and in 2013, $17.5 billion, with fragrance accounting for 50.8 percent. Factors driving the decline in fragrance’s share of total sales included a decrease in disposable income in some markets and terrorism and security concerns. In order to deal with these factors and their adverse impact on the duty-free market, many companies are marketing products aimed at consumers who continue to travel. For example, Armani/Prive created Pivoine Suzhou, a fragrance designed for Chinese consumers. Lancome launched its Miracle perfume, which is also aimed at China’s consumers.
Rachel Felder, "Following the Scent of More Perfume Sales", The New York Times, October 02, 2016, © The New York Times Company
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