Reports

    China fragrance market 2024 preview: Established and niche players from LVMH to Byredo case study

    In an ever-evolving fragrance market, key players like Estée Lauder Companies, LVMH, Byredo, and Roger&Gallet are steering the industry toward new horizons in China.
    In an ever-evolving fragrance market, key players like Estée Lauder Companies, LVMH, Byredo, and Roger&Gallet are steering the industry toward new horizons in China.
      Published   in Beauty

    This is a preview of our China Fragrance Market Report 2024. For more in-depth insights and expert analyses, pre-order our comprehensive report here.

    In an ever-evolving fragrance market, key players like Estée Lauder Companies, LVMH, Byredo, and Roger&Gallet are steering the industry toward new horizons in China.

    Estée Lauder Companies: Nurturing Individuality#

    Image: Editions de Parfums Frédéric Malle
    Image: Editions de Parfums Frédéric Malle

    Tailored Luxury

    Estée Lauder Companies spotlights the rise of individuality among young Chinese consumers. High-end niche perfumes like Le Labo, Kilian Paris, and Editions de Parfums Frédéric Malle cater to this demand for personalized scents. With only a handful of stores, these brands are indicative of an untapped opportunity, especially in emerging cities, where local upstarts are making their mark.

    Expanding Scent Horizons

    Chinese fragrance enthusiasts are integrating scents into every aspect of life, from homes to cars. Brands like Editions de Parfums Frédéric Malle, Le Labo, and Jo Malone London are poised to explore this expanding market, creating new avenues for growth and innovation.

    LVMH: Navigating Shifting Preferences#

    Image: Courtesy of Loewe Parfums
    Image: Courtesy of Loewe Parfums

    Iconic Brands Face Challenges

    LVMH, with a portfolio of 72 luxury houses, boasts renowned names like Christian Dior and Guerlain. These brands, traditionally associated with history and iconic scents, face new challenges as consumer preferences shift towards niche and lesser-known labels, particularly in China.

    Success Through a Niche Approach

    LVMH's Acqua di Parma and Loewe Parfums are thriving in China and globally, despite being centenary houses. Their niche approach, minimalist bottle designs, and unique olfactive combinations have struck a chord with consumers, especially those looking for gender-neutral and innovative fragrances.

    Byredo: Creative Excellence and Collaboration#

    Image: Byredo
    Image: Byredo

    Appealing to Young Generations

    Founded in 2006, Byredo is admired by young generations for its creative approach and collaborations with key figures in art, design, and fashion. Recent collaborations, like the SS24 runway show with LVMH's Karl Lagerfeld Prize winner RUI-built, exemplify the brand's commitment to engaging all the senses.

    Expanding Beyond Fragrance

    Recognizing the expanding knowledge of Chinese consumers, Byredo has ventured into makeup and leather goods, aiming to connect with a broader audience that may not wear perfumes, but do engage with the brand's ethos through these extended categories.

    Roger&Gallet: Embracing Digital Engagement and Sustainability#

    Image: Roger&Gallet
    Image: Roger&Gallet

    Digital Synergy

    Roger&Gallet leverages platforms like Xiahongshu and Douyin, along with WeChat, to bridge the gap between consumer interest and transactions. By partnering with lifestyle multibrand store Little B, Roger&Gallet amplifies its reach, engaging with target profiles and enhancing visibility.

    Sustainable Luxury

    Sustainability is at the forefront as consumers demand ethically sourced ingredients and eco-friendly packaging. Roger&Gallet responds to this need, emphasizing natural origins, eliminating artificial colors, and embracing eco-conscious practices, aligning with the evolving consumer ethos.

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