THE SCENT OF A WOMAN... OR IS IT A MAN?

摘要

Traditional gender roles are being swept aside in the European fragrance market which has witnessed a big increase in gender neutral launches as well as marketing campaigns focused on inclusivity, mostly aimed at the younger generation. Despite this emerging trend, the demarcation between men's and women's fragrances remains strong and unlikely to change any time soon. Western European fragrance sales for men and women are experiencing a boost. Euromonitor International estimates fragrance sales rose 3.2% last year to $13.9 billion. Growth rates in Eastern Europe were even stronger, rising 4.7% to more than $3.9 billion. Gains were fueled by Ukraine (+10.9%), Belarus (+10.6%) and Turkey (+9.7%). In comparison, the fastest growth market in Western Europe last year was the UK, which increased 6.4%.