Fragrance houses prepare major launches for new year

The fragrance market is preparing for a bumper year with a burst of launches from makers including Salvatore Ferragamo, Kenzo, Hermès and Gucci scheduled for 1988.

1997 was a quiet year for fragrance launches with CKbe, Dune for men, Diesel and Tommy Girl being the key players. This is in stark contrast with 1996 when over 100 perfumes were launched, of which an estimated 15 survived, according to Howard Shaughnessy, managing director of perfume distributor the Fragrance Factory.

Shaughnessy says: “Perfume is becoming like fashion. Products have a shorter life expectancy than before, so in order to recoup their investment, companies have to launch more frequently.”

Other perfumes scheduled to launch next year include Envy for men by Gucci, a Bulgari scent, a new Fendi scent, Contradiction by Calvin Klein, and a Ralph Lauren fragrance.

Mintel estimates retail sales for mass market and premium perfumes to be worth 714m in the UK for 1997. Women’s perfumes account for 457m of the figure.

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