ANALYTICAL
Non Luxury Luxury
FRAGRANCE
100
80
MARKET
60
40
ANALYSIS 20
0
2018 2019 2020 2021 2022 2023 2024 2025
Data: The market growth is attributed to: Product insights:
Valued at USD 50.85 billion in 2022 Increasing demand for luxury and exotic The premium segment contributed to the
Expected to exhibit an annual growth rate fragrances largest revenue share of over 55% in
of 3.08%. Increasing consumer spending on 2022.
72% of total sales by 2024 will be Non- premium and luxury fragrances. Greater emphasis on quality,
Luxury. High-income level and improving living personalization, and exclusivity.
standards
FRAGRANCE MARKET ANALYSIS
TOP 5 (2022)
1. UNITED STATES
2. BRAZIL
3. FRANCE
4. UNITED KINGDOM
5. GERMANY
TOP 5 (2023) TOP 5 (2024)
1. UNITED STATES 1. UNITED STATES
2. BRAZIL 2. BRAZIL
3. FRANCE 3. FRANCE
4. UNITED KINGDOM 4. UNITED KINGDOM
5. RUSSIA 5. RUSSIA
In 2022, the top exporters of Perfumes were France In 2022, the top importers of Perfumes were United
($7.24B) States ($2.82B)
HISTORY OF THE BRAND
2015 2019
Collaborated with NikeLab Continued to collaborate
2009
with Nike, creating Sacai
First runway show at
sneakers
Paris Fashion Week
1999 2011 2017 2023
Founded by Chitose Abe First flagship store in Collaborated with Prominent force in the
Minamiaoyama, Tokyo The North Face fashion industry
Externalization KAPFERER PRISM
Physique
-Innovative designs
-Hybrid Esthetique and pieces
-High quality fabrics and materials
Relationship
-Unique looks
-Innovation and creativity
Reflection
-Pushing the boundaries
-Experimental
-Collaborative
Internalization KAPFERER PRISM
Personality
-Unique
-Avant-garde
-Innovative
-Individuality
Culture
-Diversity
-Craftsmanship
-Global perspective
Self-Image
-I am a proud creative
-I am unique
-I am practical
-I am bold
CUSTOMER PERSONA
PERSONAL BIO PERSONALITY
A successful Luxury real Estate designer Independent
Passionate advocate for art and culture. Creative
Believes in shaping society’s narrative. Introverted
Buy high-quality and unique luxury items. Extrovert
Bold
BUYING BEHAVIOUR HOBBIES
Art
Archetype: Frequent buyer
Traveling
Decision drivers: Quality, exclusivity, style, sustainable
ELIANA Thrifting
House hunting
Age: 33 FAVOURITE BRANDS
Gender: Female
Income: €15,000/month Maison Margiela
Occupation: Luxury Real Comme des Garçon
Estate Designer
Arcana Archieve
Location: Paris 11e
Soloman
POSITIONNING MAP
NICHE MARKET
Our new bottle of perfume will be based
on 1-unique unisex bottle (specialization)
Keeping the strong emotional connection
of the brand towards its consumers
POSITIONNING MAP
PERCEPTUAL MAP High Luxury
Serges lutens
Cèdre (woody)
Selective Market Niche Market
The different company
Charmes et feuilles (woody)
Affordable Luxury
SWOT
WEAKNESSES
STRENGTHS Strong competitive market
Unique and innovation brand
image S W against brands which are
already implanted
Limited physical locations
Distribution channels
OPPORTUNITIES THREATS
Products portfolio extension
Increase of consumers
willingness to have unisex
O T Regulatory labelling and
ingredients
and less perfumes option
RECOMMENDATION
“Yūgen: An awareness of the Universe that triggers
emotional responses too deep and powerful for words
An important concept in traditional Japanese aesthetics.
The exact translation of the word depends on the
context. Yūgen is not an allusion to another world. It is
about this world, this experience…
OLFACTORY PYRAMID
MAGICAL
HEAD
SENSUAL
Raspberry Cinnamon Prune
SEDUCTIVE
HEART
MYSTERIOUS
Amber Musc Bois de cachemire
INTENSE
RICH BASE
Vanilla Cedarwood Matcha
WOODY SPICY ORIENTAL
PROFESSIONAL NOSE
Christine Nagel
Director of olfactive creation at Hermès Parfums
Created Jo Malone Wood Sage & Sea Salt
Created unisex perfume, Eau de Cartier
Won the Fragrance Foundation France Award
Worked for Firmenich & Fragrance Resources
Her perfumes are characterized by elegance, subtlety,
attention to detail
4P Price
4P
DISTRIBUTION NICHE MARKET
SELECTIVE DEPARTMENT STORE
ONLINE PLATFORMS
POP-UPS
4P
COMMUNICATION
Pop-up store enhances the architectural
style of the brand.
Presenting the store as an art museum
(sketches of the clothes and the perfumes,
paintings).
yūgen
4P
COMMUNICATION
Providing consumers look books of our
collection as pieces of art with descriptions.
Consumers will have the opportunity to have
a smelling session to recognize different
kinds of smells (cinnamon, vanilla)
4P
INFLUENCER
Launched her YouTube channel at 16
Podcast “Anything Goes with Emma Chamberlain”
Her secret sauce is authenticity and relatability
Top influencer at the Met Gala, ~ $16 million in value
Featured in Vogue, Forbes, Time Magazine & Cosmopolitan
Worked with Louis Vuitton
Brand ambassador for Lancome - beauty& makeup
