2014-01-27 03:07:03 - Fragrances in Australia - a new market research report on companiesandmarkets.com
Coty Australia represented the market leader of the Australian fragrances market in 2012 reporting a 11% market value share. The company is present in premium fragrances with brands such as Joop! and celebrity lines including Jennifer Lopez and Sarah Jessica Parker. Coty also distributes Calvin Klein, Marc Jacobs and Davidoff fragrances in Australia. Coty is recognised as a world leader in celebrity fragrances, and has constantly signed partnerships with A-list celebrities to endorse its fragrances.
Online beauty and personal care retailers such as strawberry.net and Greys Outlet have evolved into major players in fragrances. Online retailers proved successful in sourcing products, including fragrances, at low prices and built a strong presence online. Strawberry.net recently launched a mobile application for Android and
iPhone allowing consumers to shop whilst on-the-go. Strawberry.net uses effective promotional mechanisms such as discount coupons, gifts with purchase and free delivery to encourage purchases. The cost of fragrances bought online can be up to 60% less than from traditional store-based channels such as department stores. Consumers are embracing the convenience and savings derived when shopping for fragrances online. This has put significant pressure on traditional channels such as department stores, which consumers previously frequented to purchase premium fragrances.
In store-based retailing, aggressive price discounting and stocking of parallel imports will continue to be predominantly carried out by beauty specialist retailers and chemists/pharmacies. This will lead to declines in unit prices, more so for premium fragrances, which will inevitably drive some volume growth in the premium segment. Online retailers of fragrances will continue to present good value to consumers due to their ability to source from the global marketplace, and particularly for offshore retailers, the exemption from paying GST for sales below A$1,000 will allow consumers to achieve even better value.
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