Consumer Segmentation: Segment Summaries & Overall Market Dynamics - Fact or fiction: Deconstructing myths about the female fragrance consumer ...
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Consumer
Segmentation:
Segment Summaries &
Overall Market Dynamics
Fact or fiction: Deconstructing myths
about the female fragrance consumer
March 2017 Contact: Lisa Cavanaugh (lisa.cavanaugh@gfk.com)
Karen Goldstein (karen.goldstein@gfk.com)
© GfK 2017 1
Research Specifications
The following reflects GfK’s research specifications:
Methodology Qualifications Sample How to Read
§ Self-administered § Used perfume, body mist, scented body § N=1,975 total sample § Data/charts in grey is the
Internet survey lotion or essential oil for special total sample
occasions or more often AND be open to 1. N=1,869 perfume users
§ Internet interviewing § Data/charts in segment
using perfume 2. N=1,566 body mist users
among online colors are for that
panelists, 25 minute § Fragrance types described to 3. N=1,702 scented body segment
survey respondents as: lotion users § ÓÔ indicates significant
§ Perfume/eau de parfum/eau de 4. N=1,077 essential oil differences from the total
§ Utilize GfK’s toilette users sample at 95%
nationally confidence
§ Body spray (lower concentration of
representative scent in a mist bottle) § For MRI data, the
KnowledgePanel Women are age 16-65 years
§ Scented body lotion (usually a segment percent is
calibrated with opt-in old
stronger scent, purchased specifically shown, and the index is
panels to be a fragrance on the body) Includes representative compared to the total of
sample of Hispanics, both all segments
§ Essential oil used as fragrance on the English and Spanish
body speaking
© GfK 2017 2
Common Themes © GfK 2017 3
Common Themes
Love (and use) of fragrance is Mass and Prestige shoppers are She buys fragrance as a treat
defined by attitude, not age the same woman, and she for herself
shops across channels
§ What really differentiates the § Across most segments, women wear § Most segments are mostly inwardly
segments are attitudes. While there and buy a variety of forms. And directed – she’s motivated to wear
are small skews, younger and older they’re buying both mass and and buy fragrance for herself, not
consumers are found in every prestige. Generally they shop online, directly to be appealing to others. It’s
segment. There may be opportunity and they shop offline. They aren’t about how it makes her feel – to lift
to talk to women based on their exclusive. her mood or as a treat. Is that what
attitudes, not their demographics. the industry communicates to her?
© GfK 2017 4
Common Themes, continued
She wants a long-lasting Latinas are a strong target, and
fragrance that’s also suitable for there are two key segments with
work strong Latina representation
§ Many of the segments desire long-lasting § In general fragrance is more important to
fragrance, but they also are looking for them and they started using at a younger
fragrance that’s more suitable for work age. They like to shop for it and are more
(though these needs vary in degrees by likely buying in department stores. One
segment). These are potentially reason they don’t use more is because
opportunity spaces for innovation. they forget to put it on. Are you talking to
them and remind them to use?
© GfK 2017 5
Segment Summaries © GfK 2017 6
Meet the Segments…
Uninvolved
Occasional
s
Fringe
Fragrancers
© GfK 2017 7Size of segment
I LOVE fragrance– I’m an self-proclaimed expert and like to share my
expertise with others. I started wearing perfume as a pre-teen and now
wear all types very frequently. I have a signature scent, but also like to
experiment and match my scent to my mood or the occasion. I layer scents Value of segment
to create a lasting scent and buy fragrances that come from a collection. My 24%
fragrance usage has increased over time and I expect it to continue to
increase.
Demographics Fragrance Usage* Avg. # Bottles Own* Brand Usage (unaided)
Total Daily Weekly Most mentioned brands
• Less likely to be Caucasian 4.5 á
3.8á 3.6
(46%â vs. 59%) and more 58%á 93%á 29%
likely to be Hispanic (33% á 99%á
2.5
vs. 19%). 49%á 82%á 26%
93% á
• Less likely to live in the
20%á
Midwest (12%â vs. 21%) 44%á 78%á
84% á
15%
Age 30%á 57%á
18-34 42% 75%á
10%
Age Started Using* Beauty Routine and Fragrance* Occasions Use by Fragrance* Change In Fragrance Usage*
• Perfume (27%á vs. 15%) • Perfume users are more likely to apply Segment higher than average on… Segment tips toward:
and Body Mist users perfume as part of their regular beauty Work, school, casual dining, party/special event, Past Future
(36%á vs. 25%) are more routine (62%á vs. 40%) or as a routine time at home, romantic evening Total
likely to start using as a outside the beauty routine (31%á vs. Fragrance Increased Increase
pre-teen. 22%) School, casual dining, time at home, gym, before
bed, romantic evening Increased Increase
• Essential oil users (43%á • Perfume is far less likely to be an after-
vs. 32%) are more likely to thought (6%â vs. 35%) Increased Increase
start using in the 20’s. Running errands, gym, before bed
• Body mist is far less likely to be an after- Increased Increase
thought (23%â vs. 34%)
Party/special event, gym, romantic evening Increased Increase
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 8Size of segment Value of segment
9% 24%
Fragrance Importance Most Important Fragrance Needs (T2B) Appropriate to Wear (T2B)
It lasts all day 76%á (64%) Party/special event – 95%á (88%)
Ranked 1/2 in importance Leading Edge
compared to other beauty Consumers: It is high quality fragrance 69%á (50%) Dining out – 92%á (81%)
categories: 15% (16%) It is acceptable to wear at work 62%á (44%) At work – 82%á (66%)
36% á
It is good for sensitive skin 50% (41%) Loved ones at home – 82%á (64%)
T3B agree that “I really don't At school – 66% (58%)
pay much attention to I am familiar with many different types of scents used
fragrances, it is just not that in fragrances 53%á ( 34%)
important to me”: 1% Ô (33%)
Top Reasons Wear Fragrance (T3B) Skews toward… Top Fragrance Attitudes (T3B)
Also higher on…
Makes me feel fresh - 96%á (80%) Both
Few favorites that are always a part of my collection 88%á • I choose a fragrance based on the
To lift my mood - 92%á (71%) Both occasion
I enjoy receiving the brand I use as a gift 82%á • I like using fragrances that come from a
To express my individuality - 88%á (64%) Both fragrance collection
Where I buy doesn’t matter, as long as it’s a good brand 72%á • I enjoy receiving fragrances as a gift
Makes me feel sophisticated - 85%á (55%) Both
regardless of the scent
Good memories associated - 82%á (60%) I like to experiment with different fragrances 79%á
Both • I want to know more about ingredients in
I have a signature scent -- it's part of who I am 75%á fragrances 61%
• I prefer to buy fragrances that have
I want fragrance to make me feel…(Ranked 1 or 2) Use same fragrance in diff. forms to create a lasting scent 67%á been around a long time
• It's more realistic for me to have a
I match my fragrance to my mood 76%á
designer fragrance brand than designer
Fresh – 29%â (38%) Confident – 26% (26%) Happy– clothing or other accessories
Sexy – 26% (22%) Elegant – 26%á (18%) 20% (27%) • Most of the time I buy fragrances on
Provocative – 10% á (3%) impulse when out shopping for other
Perfume Non-perfume things
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 9Size of segment Value of segment
9% 24%
Fragrance Shopping Statement Agreement (T3B) Fragrance Shopping Behaviors Gifting Fragrance
Good value for the money is important to me Purchase Channel (P6M) Received Fragrance as a gift (% Yes)
92%á
The places I shop for fragrance carry the brands I want 91%á In person (at a store) – 90%á (68%) 80% 77%á
Online – 50%á (23%) 60%
54%á
I like to get fragrance samples when in-store 93%á 58%
40%
More likely to shop at… 19%
I like to go to stores to try new fragrances 95% á 20%
The store that I buy fragrance from is important to me 63%á 0%
á Beauty specialty
The fragrance shopping experience is overwhelming 21%
Brand specialty
I buy fragrances online 60% á Fragrance Gifted Attitudes (T3B)
High end dept.
I use the internet to narrow down, then buy in store 56% á Mainstream dept. • This segment is more likely to receive fragrance as gift
as long as it’s a brand she uses (73%á vs. 59%) and
Discount dept.
enjoy receiving fragrance as a gift, regardless of the
Top Fragrance Purchase Triggers Advice/Information on Purchases scent (66%á) vs.45%.They’re less likely to agree that
fragrances are too personal to receive as gifts (14%â
Also higher on… Friend/family member – 49%á (36%) vs. 31%).
Running out/running low 63% Store sales person – 35%á (24%)
When I have a special
Brands that I like/follow – 38%á (23%)
To treat myself 75%á
occasion coming up–
My favorite magazines – 40%á (18%) Buying Styles (MRI) – where over-index
33% á (19%)
Significant other/partner – 17% (14%)
Need gift for someone 38% á See an ad & inspired Buyers of the Best Swayable Shopaholics
to shop – Most Influential to Purchase (P6M) (quality matters; brand (shop because they want to;
Shop because I enjoy it 57%á 24% á (12%) loyalty; comfortable w/ want emotional payoff from act
Sample fragrance – 75%á (48%) technology) of buying; impulse; pay extra for
Spur of the moment Free trial bottle – 49%á (39%) image)
35%á Index = 160 (22%)
Free gift w/ purch offer – 38%á (26%) Index = 119 (43%)
Have gift card/credit to use 21% In-store displays – 39%á (24%)
Ad w/ scent strip – 41%á (23%)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 10Size of segment Value of segment
9% 24%
Top Barriers to Using Perfume More Often Need Gap
They are significantly higher vs. total on most importance and satisfaction metrics
Less likely to say:
• My spouse/partner doesn’t like it (1%Ô vs. 4%) 80%
Importance (Extremely/Very Important)
Lasts all day
Biggest areas of opportunity for
segment (high importance /
70% lower satisfaction): High quality
None for this segment
Top Triggers for Using Perfume More Often
60% It is good for sensitive
• If it was less expensive (84%á vs. 75%), skin Acceptable at work
• If the scent lasted longer (77%á vs. 64%)
• If I could control strength of the scent (71%á vs. 60%) Portable
50%
• If the quality for the price could be trusted (72%á vs. 59%).
I can buy it anywhere
• They are higher than total on nearly all triggers.
Lighter version of my
Many forms of the
40% favorite scent It comes in small sizes
same fragrance
Interest in Online Tools (T2B)
Natural fragrance
75% á 68% á 30% Heavier version of my Designed specifically to
62% á favorite scent
Gender-neutral combine more than one Comes in an appealing
28%á fragrance fragrance bottle
20%
20% 30% 40% 50% 60% 70% 80%
Suggestions Personality quiz User reviews Live chat
based on what I recommending feature to act as
already know I fragrances an advisor Satisfaction (Very satisfied/Satisfied with how well current
like fragrance options meet these needs)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 11Size of segment Value of segment
9% 24%
General Style Attitudes (T3B) Fashion & Style Attitudes Segment (MRI) – Mobile Attitudes Segment (MRI) –
where over-index where over-index
I have different looks depending on my mood/occasion 86%á
I dress with a sense of individual style 86%á Fashion First (wear Fashionable on a Budget Mobile Ad & App- Mobile App-
brands to impress people; (believe in power of fashion but Happy (digital Happy (fully
I enjoy shopping for fun, whether I buy something or not 93%á trend setters and followers; careful in how they indulge on integrated digital
enthusiasts; accept
prefer designers and designer labels and trends; brands mobile advertising as technology into
More willing to purchase things if can customize it 74%á celebrity-endorsed; rely on are important, loyalty limited to a enhancement of everyday lives; love
I make an effort to feel sexy magazines; not afraid to go few lines; buy new clothes for the devices’ capabilities; mobile devices; quickly
81%á over budget) adopt new apps;
season; do not like to overspend) engage with marketers
Buy more fashion items online than a year ago via text messaging) customize phones to
68%á Index = 165 (16%) Index = 137 (12%) personality)
More likely to buy a product designed by a celebrity 29%á Index = 127 (31%)
Index = 128 (35%)
Differentiating Personal Values (T3B) Digital / Advertising Attitudes (MRI) General Attitudes Segment (MRI) – where
Very/somewhat important to use social networking for…
over-index
More likely to value Ó Less likely to value Ô
Authenticity (95%) To find out about products and services – 43% (129) Knowledgeable Nesters (home is primary focus; value
Being youthful (88%) order but seek variety in everyday life; important to keep homes net
To rate or review a product or service – 27% (122)
and enjoy showing home to guests)
Romance (87%) To show support for my favorite companies or brands – 32% (132)
Experiences (87%) Index = 122 (52%)
To receive exclusive offers, coupons or other discounts – 41% (122)
Looking good (79%)
Sex (71%) To gain access to VIP or Members-Only events – 24% (133)
Adventure (58%) Used cell/mobile apps in past 30 days… Other Interests (MRI)
Wealth (42%) Shopping/retail – 26% (127) Played video games in last 30 days – 31% (108)
Status (42%) Regular exercise (2+ times/wk) at a club – 19% (122)
Describes attitude completely (8-10 on 10-pt scale)…
Advertising helps keep me up-to-date about products & services that I Wrote in an online blog (past 30 days) – 4% (147)
need or would like to have – 24% (151) Car type most associate with: Green & Trendy – 27% (109)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 12Size of segment Value of segment
9% 24%
Other Interests (MRI) – where over-index Personal behavior towards fragrance (T3B)
Watched a TV program online – 22% (115) • When it comes to fragrances I'm an expert (47%á
Wrote an online blog - 4% (147) vs. 17%)
Read or looked into a digital, not printed, edition of at • People often ask my opinions about what fragrance
least one magazine - 10% (135) they should buy/use (68%á vs. 22%)
• I am very active online and often text or blog about
Magazine Groups: Net Audience – Conde Nast
experiences I have with products in the fragrance
package – 33% (115)
category(33%á vs. 14%)
Websites visited Expertise and Knowledge in…
• Google+ - 26% (128) • Beauty (60%á vs. 37%)
• Instagram - 37% (120) • Fashion – Clothes (63%á vs. 33%)
• Fashion – Shoes (52%á vs. 31%)
• Yelp - 11% (141)
• Shopping (75%á vs. 42%)
• MSN Entertainment - 4% (164)
• Healthy Lifestyle (60%á vs. 37%)
• USAToday - 8% (128) • Products for Babies or Children (40%á vs. 30%)
• abcNews - 11% (150)
• eHow - 10% (146)
• Yahoo! Answers - 11% (135)
© GfK 2017 áâ Indicates sig. higher/lower than total at 95% confidence 13Fragrance is a must-have for me, especially perfume and essential oils Size of segment
(I’m a super heavy/heavy user). Status is important and I like to be the 22%
center of attention. Fragrance makes me feel fashionable; it allows me
to affordably wear designer brands. I like small bottles and to mix Value of segment
scents and forms. The internet is my go-to place for shopping, learning 18%
what my favorite celebs like, and reviewing/rating products.
Demographics Fragrance Usage* Avg. # Bottles Own* Brand Usage (unaided)
• Younger on average (36.18â Total Daily Weekly
vs. 40.37) 23%â
44% á 81% á 3.1 3.1
• Less likely to be Caucasian 97%á 3.0
(47%â vs. 59%) and more 2.1 23%
44% á 80% á
likely to be African American 89%á
(20% á vs. 13%). 14% á
41% á 74% á
• Lower average HH income 89%á 10%
(67Kâ vs. 78K)
69% á 23% á 53% á
Age 6%
18-34 47%á
Age Started Using* Beauty Routine and Fragrance* Occasions Use by Fragrance* Change In Fragrance Usage
• Perfume (9%á vs. 5%) • Essential oil users are more likely to Segment higher Segment lower Segment tips toward:
users are more likely to apply fragrance as part of their than average on… than average on… Past Future
Party/special event, Total
start using in their 30’s. regular beauty routine (30%á vs. Gym, before bed Fragrance Increased Increase
21%) romantic evening
Increased Increase
• Essential oil is far less likely to be an
after-thought (35%â vs. 48%) Increased Increase
Increased Increase
Party/special event Same Same
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 14Size of segment Value of segment
22% 18%
Fragrance Importance Most Important Fragrance Needs (T2B) Appropriate to Wear (T2B)
Ranked 1/2 in importance Leading Edge It lasts all day
compared to other beauty Consumers: 64% (64%) At a party/special event – 71%â (88%)
categories: 28%á(16%) It is high quality fragrance Dining with friends/family – 66%â (81%)
54% (50%) At work – 60% (66%)
T3B agree that “I really don’t It is acceptable to wear at work
5% â Loved ones at home – 64% (64%)
pay much attention to 49% (44%)
fragrances, it is just not that It is good for sensitive skin At school – 52% (58%)
important to me”: 36% (33%) 51%á(41%)
Top Reasons Wear Fragrance (T3B) Skews toward… Top Fragrance Attitudes (T3B)
Makes me feel fresh - 74% (80%) Both Also higher on…
Few favorites that are always a part of my collection 74%
To lift my mood - 65% (71%) Both • I enjoy receiving fragrances as a gift
I enjoy receiving the brand I use as a gift 60% regardless of the scent
To be attractive to others - 60% (57%) Both • It's more realistic for me to have a
Where I buy doesn’t matter, as long as it’s a good brand 53% designer fragrance brand than designer
To express my individuality - 59% (64%) Both
clothing/accessories
Makes me feel sophisticated - 55% (55%) Both I like to experiment with different fragrances 58%
• Most of the time I buy fragrances on
I have a signature scent -- it's part of who I am 56% impulse when out shopping for other
things
I want fragrance to make me feel…(Ranked 1 or 2) Use same fragrance in diff. forms to create a lasting scent 56% á
Happy – 29% (27%) Sexy – 26% (22%) Romantic – 14% (12%) I match my fragrance to my mood 57% á
Fresh – 28%â (38%) Confident – 21% (26%) Fashionable 14% á
Powerful 8% á (4%)
Perfume Non-perfume
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 15Size of segment Value of segment
22% 18%
Fragrance Shopping Statement Agreement (T3B) Fragrance Shopping Behaviors Gifting Fragrance
Purchase Channel (P6M) Received Fragrance as a gift (% Yes)
Good value for the money is important to me 58%â
In person (at a store) – 64% (68%)
The places I shop for fragrance carry the brands I want 59% â Online – 32%á (23%) 80% 60% á 55% 51% á
I like to get fragrance samples when in-store 60%
59% â More likely to shop at… 24%á
40%
I like to go to stores to try new fragrances 59% 20%
The store that I buy fragrance from is important to me 53% á Beauty specialty 0%
Brand specialty
The fragrance shopping experience is overwhelming 43%
High end dept.
I buy fragrances online 45% á Fragrance Gifted Attitudes (T3B)
Mainstream dept.
I use the internet to narrow down, then buy in store 49% á Discount dept. • This segment is more likely to enjoy receiving
fragrance as a gift, regardless of the scent
Advice/Information on Purchases (53%á vs. 45%) and usually return fragrances
Top Fragrance Purchase Triggers Friend/family member – 33% (36%) received as gifts (26%á vs. 14%).
Store sales person – 22% (24%)
Also higher on… Brands that I like/follow – 24% (23%)
Running out/running low 44% â My favorite magazines – 16% (18%)
• None
Significant other/partner – 17% (14%)
To treat myself 50% • Social Media 20% á(11%)
Buying Styles (MRI) – where over-index
Need gift for someone
Swayable Shopaholics
23% Most Influential to Purchase (P6M) (shop because they want to;
Sample fragrance – 34%â(48%) want emotional payoff from act
Shop because I enjoy it 32% á of buying; impulse; pay extra for
Free trial bottle – 34% (39%)
Free gift w/ purch offer – 22% (26%) image)
Spur of the moment 19% In-store displays – 21% (24%) Index = 185 (66%)
Ad w/ scent strip – 17% (23%)
Have gift card/credit to use 20% • Social Media 8% á (5%)
• Celebrity 8% á(5
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 16Size of segment Value of segment
22% 18%
Top Barriers to Using Perfume More Often Need Gap
More likely to say: • They are significantly higher on importance on almost all criteria, but lower vs. total on satisfaction
• My favorite fashion brands don't offer a perfume (7%Ó vs. 2%) with: It comes in many forms of the same fragrance, I am familiar with many different types of
scents used in fragrances, It is high quality fragrance, It is portable/easy to take on-the-go, It is
Less likely to say: acceptable to wear at work.
• Other scented products are a good substitute (9%Ô vs. 18%)
70%
Importance (Extremely/Very Important)
Biggest areas of opportunity
for segment (high importance /
Top Triggers for Using Perfume More Often Lasts all day
lower satisfaction):
• Answer q’s and have the right fragrance suggested (58%á vs. 46%) 60% Fragrances that are
Familiar with different types
• If it will come in smaller sizes (52%á vs. 44%) of scents used in acceptable at work, that are
fragrances
• If I knew more about the ingredients (51%á vs. 40%) Acceptable High quality natural, portable and can buy
at work It is good for sensitive skin anywhere
• If shopping was more enjoyable (51%á vs. 39%) 50% Portable
• If I knew the story behind the perfume (43% á vs. 27%) Natural I can buy it anywhere
fragrance Many forms of the same
• They are higher than total on most triggers fragrance
40% Comes in an appealing
Interest in Online Tools (T2B) bottle
Designed specifically to It comes in small sizes
combine more than one
Lighter version of my
fragrances
favorite scent
42%â 41% 40% 30%
28% á Gender-neutral fragrance
Heavier version of my
favorite scent
Suggestions Personality quiz User reviews Live chat 20%
based on what I recommending feature to act as 20% 30% 40% 50% 60% 70%
already know I fragrances an advisor
like Satisfaction (Very satisfied/Satisfied with how well current
fragrance options meet these needs)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 17Size of segment Value of segment
22% 18%
General Style Attitudes (T3B) Fashion & Style Attitudes Segment (MRI) – where over- Mobile Attitudes Segment
index (MRI) – where over-index
I have different looks depending on my mood/occasion 59% â Fashionable on a Fashion First (wear Function Over Mobile Ad & App-Happy
Budget (believe in brands to impress Fashion (indifferent (digital enthusiasts; accept mobile
I dress with a sense of individual style 59% â
power of fashion but people; trend setters to fashion and style; advertising as enhancement of
I enjoy shopping for fun, whether I buy something or not careful in how they and followers; prefer replacement rather than devices’ capabilities; engage with
63%
indulge on designer designers and celebrity- impulse buyers; only marketers via text messaging)
More willing to purchase things if can customize it 46% labels and trends; brands endorsed; rely on buy when have to and
are important, loyalty magazines; not afraid to spend within budget; Index = 156 (38%)
I make an effort to feel sexy 48% limited to a few lines; buy go over budget) don’t keep up with
Buy more fashion items online than a year ago new clothes for the Index = 142 (14%) trends)
42% season; do not like to
overspend) Index = 138 (24%)
More likely to buy a product designed by a celebrity 25% á
Index = 170 (15%)
Differentiating Personal Values (T3B) Digital / Advertising Attitudes (MRI) General Attitudes Segment (MRI) – where
over-index
Very/somewhat important to use social networking for…
More likely to value Ó Less likely to value Ô
To find out about products and services – 38% (114) Status Seekers (value social and career advancement;
Wealth (38%) Authenticity (61%) lifestyles meant to impress; enjoy being center of attention)
To rate or review a product or service –30% (133)
Status (38%) Romance (54%) Index = 221 (31%)
To show support for my favorite companies or brands – 33% (135)
Simplicity (52%) To receive exclusive offers, coupons or other discounts – 40% (120)
Being youthful (50%) To gain access to VIP or Members-Only events – 27% (154)
Other Interests (MRI)
Experiences (49%) Used cell/mobile apps in past 30 days…
Played video games in last 30 days – 36% (122)
Looking good (47%) Shopping/retail – 21% (103)
Regular exercise (2+ times/wk) at a club – 14% (90)
Describes attitude completely (8-10 on 10-pt scale)…
Sex (46%) Wrote in an online blog (past 30 days) – 3% (103)
Advertising helps keep me up-to-date about products & services that I
need or would like to have – 17% (109) Car type most associate with: Green & Trendy – 41% (162)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 18Size of segment Value of segment
22% 18%
Other Interests (MRI) – where over-index
Visited a chat room – 7% (144)
Participated in on-line dating – 3% (140)
Open to mobile ads in exchange for services like live TV or
messaging – 35% (157)
I enjoy being the center of attention – 44% (162)
Social Networking, Photo Or Video-Sharing Sites Visited:
• Google+ - 23% (113)
• Instagram – 37% (117)
• Twitter – 16% (114)
• Picasa – 3% (128)
Websites Used:
• TV Guide – 3% (126)
• Disney.com – 6% (136)
• Disneychannel.com – 4% (141)
• MTV.com – 4% (144)
• Yahoo! Movies – 3% (137)
• Careerbuilder.com – 9% (126)
• ESPN.com – 11% (123)
• Any Spanish language website – 7% (143)
© GfK 2017 19Size of segment
Fragrance is important for everyday occasions; I wear it everywhere and
want it to last all day. Mist and scented lotion are my go-to’s, but I have a lot 15%
of perfume choices that make it into the mix. I’m passionate about
fragrance, love to shop in general and fragrance shopping is no different. Value of segment
The store experience is important to me -- the internet just doesn’t work for 20%
me when it comes to fragrance shopping. In store, I’m not overwhelmed
with the variety and I like to go to the store to try out new fragrances.
Demographics Fragrance Usage* Avg. # Bottles Own* Brand Usage (unaided)
• Less likely to be Caucasian Total Daily Weekly
(48%â vs. 59%) and more 3.7 á 3.7á 39%
36% 74% á 3.4
likely to be Hispanic (31% á 94%
vs. 19%). 26%
40%á 72% á 1.7
• Less likely to be college 86%á
educated (15%â vs. 31%) 9%
38%á 76% á
• Lower average HH income 84%á 13%
(68Kâ vs. 78K)
53% 15% 37%
Age 12%á
18-34 32%
Age Started Using* Beauty Routine and Fragrance* Occasions Use by Fragrance* Change In Fragrance Usage
• Perfume (1% â vs. 5%) • Scented body lotion users are more likely to Segment higher than average on… Segment tips toward:
users are less likely to apply fragrance as part of their regular
beauty routine (50%á vs. 40%) Total Past Future
start using in their 30’s. Party/special event, formal/special lunch/dinner out with Fragrance Increased Increase
• Body mist users are more likely to apply friends/family
fragrance as a regular routine, but not
during their beauty routine (43%á vs. 26%) Formal/special lunch/dinner out with friends/family Increased Increase
• For perfume, body mist and scented body Increased Increase
lotion users, applying fragrance is far less Running errands, casual lunch/dinner out with friends/
likely to be an after-thought (25%â vs. family, with friends/family at home, school, gym
Increased Same
35%), (21%â vs. 34%), (18%â vs. 29%)
Same Increase
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 20Size of segment Value of segment
15% 20%
Fragrance Importance Most Important Fragrance Needs (T2B) Appropriate to Wear (T2B)
It lasts all day At a party/special event – 96%á (88%)
Ranked 1/2 in importance Leading Edge 73%á (64%) Dining with friends/family – 93%á (81%)
compared to other beauty Consumers:
It is high quality fragrance At work – 78%á (66%)
categories: 23%á (16%) 18%á
55% (50%)
Loved ones at home – 76%á (64%)
It is acceptable to wear at work
T3B agree that “I really don't At school – 74%á (58%)
44% (44%)
pay much attention to
It is good for sensitive skin
fragrances, it is just not that
45% (41%)
important to me”: 10%Ô(33%)
Top Reasons Wear Fragrance (T3B) Skews toward… Top Fragrance Attitudes (T3B)
Also higher on…
Makes me feel fresh - 95%á (80%)
Few favorites that are always a part of my collection 86%á • I choose a fragrance based on the
To lift my mood - 82%á (71%) Both occasion
I enjoy receiving the brand I use as a gift 73%á • I enjoy receiving fragrances as a
To express my individuality - 80%á (64%) Both gift regardless of the scent
Where I buy doesn’t matter, as long as it’s a good brand 70%á
Good memories assoc. with the scent - 79%á (60%) Both • I like using fragrances that come
I like to experiment with different fragrances 82% from a fragrance collection
To please spouse/partner - 70%á (56%) Both • I prefer to buy fragrances that have
I have a signature scent -- it's part of who I am 64% been around a long time
• It's more realistic for me to have a
I want fragrance to make me feel…(Ranked 1 or 2) Same fragrance in different forms to create a lasting scent 77% á designer fragrance brand than
designer clothing/accessories
I match my fragrance to my mood 75%á
Fresh – 49%á (38%) Confident – 26% (26%) Elegant – 17% (18%) • Most of the time I buy fragrances
Sexy – 28% (22%) Happy – 22% (27%) on impulse when out shopping for
other things
Perfume Non-perfume
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 21Size of segment Value of segment
15% 20%
Fragrance Shopping Statement Agreement (T3B) Fragrance Shopping Behaviors Gifting Fragrance
Good value for the money is important to me Purchase Channel (P6M) Received Fragrance as a gift (% Yes)
89%á
The places I shop for fragrance carry the brands I want 88% á In person (at a store) – 90%á (68%) 80% 66%á 62% á
Online – 8%Ô (23%) 51% á
I like to get fragrance samples when in-store 60%
86% á
More likely to shop at… 40% 14%
I like to go to stores to try new fragrances 79% á 20%
The store that I buy fragrance from is important to me 47% á 0%
Beauty specialty
The fragrance shopping experience is overwhelming 16% Ô Brand specialty
No significant differences
I buy fragrances online 3%Ô High end dept. Fragrance Gifted Attitudes (T3B)
from Total on shopping
5% Ô Mainstream dept. channels • This segment is more likely to enjoy receiving
I use the internet to narrow down, then buy in store
Discount dept. fragrance as a gift, regardless of the scent (60%á vs.
45%)
Advice/Information on Purchases
Top Fragrance Purchase Triggers • The segment is less likely to consider fragrances as
Friend/family member – 42% (36%) too personal to be given as gifts (21%Ô vs. 31%) and
Also higher on… to return fragrances received as gifts (7%Ôvs. 14% ).
Running out/running low Store sales person – 35%á(24%)
69% á
• None Brands that I like/follow – 30% (23%)
To treat myself 58% á My favorite magazines – 23% (18%) Buying Styles (MRI) -where over-index
Significant other/partner – 18% (14%)
Need gift for someone 34% á
Most Influential to Purchase (P6M) Does not over-index on any Buying Style
Shop because I enjoy it 34% á
Sample fragrance – 61%á(48%)
Spur of the moment Free trial bottle – 45% (39%)
28% á
Free gift w/ purch offer – 38%á (26%)
Have gift card/credit to use 29% á In-store displays – 36%á (24%)
Ad w/ scent strip – 28% (23%)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 22Size of segment Value of segment
15% 20%
Top Barriers to Using Perfume More Often Need Gap
They are significantly higher vs. total on these importance metrics: It lasts all day, It is portable/easy to
Less likely to say: take on-the-go. They are more likely than total to be satisfied on: It is high quality fragrance.
• It is bad for my skin or skin condition/allergies (3%Ô vs. 8%)
• Variety of options is overwhelming (3%Ô vs. 8%)
80%
Importance (Extremely/Very Important)
Biggest areas of opportunity Lasts all day
70% for segment (high importance /
Top Triggers for Using Perfume More Often lower satisfaction):
None for this segment
60%
• If scent lasted longer (77%á vs. 64%)
It is good for sensitive High quality
skin
50%
Acceptable at work Portable
40% I can buy it anywhere It comes in small sizes
Familiar with different
types of scents used in
Interest in Online Tools (T2B) fragrances
Many forms of the
30% same fragrance
Lighter version of my Natural fragrance
favorite scent
58% Heavier version of my
42% 39% Comes in an appealing
20% favorite scent
Designed specifically to bottle
7% Ô Gender-neutral combine more than one
fragrance fragrance
Suggestions Personality quiz User reviews Live chat 10%
based on what I recommending feature to act as 10% 20% 30% 40% 50% 60% 70% 80%
already know I fragrances an advisor
like Satisfaction (Very satisfied/Satisfied with how well current
fragrance options meet these needs)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 23Size of segment Value of segment
15% 20%
General Style Attitudes (T3B) Fashion & Style Attitudes Segment (MRI) – Mobile Attitudes Segment (MRI) –
where over-index where over-index
I have different looks depending on my mood/occasion 81%á
Fashionable on a Budget Fashion First (wear
I dress with a sense of individual style 84% á (believe in power of fashion but brands to impress people;
careful in how they indulge on trend setters and followers;
Does not over-index on any Mobile
I enjoy shopping for fun, whether I buy something or not 83% á designer labels and trends; brands prefer designers and Attitude
More willing to purchase things if can customize it are important, loyalty limited to a celebrity-endorsed; rely on
58% few lines; buy new clothes for the magazines; not afraid to go
I make an effort to feel sexy season; do not like to overspend) over budget)
68% á
Buy more fashion items online than a year ago Index = 153 (13%) Index = 123 (12%)
25% Ô
More likely to buy a product designed by a celebrity 10%
Differentiating Personal Values (T3B) Digital / Advertising Attitudes (MRI) General Attitudes Segment (MRI) – where
Very/somewhat important to use social networking for…
over-index
More likely to value Ó Less likely to value Ô
To find out about products and services – 37% (111)
Authenticity (96%)
To rate or review a product or service – 26% (113) Does not over-index on any General Attitude
Romance (75%)
To show support for my favorite companies or brands – 23% (93)
Being youthful (74%) To receive exclusive offers, coupons or other discounts – 33% (100)
Looking good (72%) To gain access to VIP or Members-Only events – 16% (90)
Sex (62%) Used cell/mobile apps in past 30 days… Other Interests (MRI)
Adventure (53%) Shopping/retail – 20% (99) Played video games in last 30 days –29% (100)
Describes attitude completely (8-10 on 10-pt scale)… Regular exercise (2+ times/wk) at a club – 16% (99)
Advertising helps keep me up-to-date about products & services that I Wrote in an online blog (past 30 days) – 2% (84)
need or would like to have – 21% (132) Car type most associate with: Green & Trendy – 23% (92)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 24Size of segment Value of segment
15% 20%
Other Interests (MRI) – where over- or under-
• index
Credit Cards - 1 Owned -18% (86)
• Investment activity: Financial Advisor/Broker – 4% (73)
• Investment activity: Internet site – 3% (81)
• Investment activity: Family/friends – 4% (65)
• Retirement Or College Savings Plans: Any 401(k) – 12% (81)
• Retirement Or College Savings Plans: Traditional IRA – 6% (78)
• Retirement Or College Savings Plans: Roth IRA – 4% (76)
• On average, brands that are advertised are better in quality than
brands that are not advertised – 14% (145)
Apps used in the last 30 days
• Healthcare – 9% (119)
• Magazine – 7% (134)
• Newspaper – 7% (129)
• Feel really good about seeing celebrities in the media that share
my ethnic background - 42% (122)
© GfK 2017 25I use fragrance for many reasons, but I don’t have a particularly strong opinion Size of segment
about it or feel like I need to talk about it. Fragrance is part of my wardrobe for 19%
social occasions when I want to be sophisticated and attractive. I only shop
when I need to because the options overwhelm me and I stick to what I know, Value of segment
so I don’t own as many bottles of perfume as other women (though I do enjoy 13%
getting my brand as a gift!). Perfume and body lotion are my standards, but I
do dabble with body spray and essential oil.
Demographics Fragrance Usage* Avg. # Bottles Own* Brand Usage (unaided)
Total Daily Weekly
• More likely to be Caucasian
(68%á vs. 59%) 33% 64% 33%
95% 2.8 2.9
• Higher average HH income 2.4Ô 2.4 24%
(89Ká vs. 78K) 25% 58%
78%
• More likely to live in the 7%
Midwest (27% á vs. 21%) á 27% 47%Ô
66% 8%
Age 9% 21%Ô
37% 6%
á
18-34 32%
Age Started Using* Beauty Routine and Fragrance* Occasions Use by Fragrance* Change In Fragrance Usage
• Essential oil (4%Ô vs. Segment higher than average on… Segment tips toward:
• No significant differences from
11%) users are less Total on beauty routine and Party/special event, formal/special lunch/dinner Total Past Future
likely to start using as an fragrance out with friends/family, casual lunch/dinner out Fragrance Increased Increase
early teen (13-15). with friends/family
Increased Increase
Increased Same
Same Decrease
Increased Same
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 26Size of segment Value of segment
19% 13%
Fragrance Importance Most Important Fragrance Needs (T2B) xxx to Wear (T2B)
Appropriate
Ranked 1/2 in importance It lasts all day
Leading Edge At a party/special event – 94%á (88%)
compared to other beauty 70% (64%)
Consumers: Dining with friends/family – 91%á (81%)
categories: 12% (16%) It is high quality fragrance
55% (50%) At work –72% (66%)
T3B agree that “I really don't It is acceptable to wear at work Loved ones at home – 64% (64%)
pay much attention to
4% Ô 41% (44%) At school – 64% (58%)
fragrances, it is just not that It is good for sensitive skin
important to me”: 23%Ô(33%) 44% (41%)
Top Reasons Wear Fragrance (T3B) Skews toward… Top Fragrance Attitudes (T3B)
Also lower on…
Makes me feel fresh - 90%á (80%)
Few favorites that are always a part of my collection 68% • I like using fragrances that come from a
To lift my mood - 85%á (71%) Both fragrance collection
Both I enjoy receiving the brand I use as a gift 52% • Most of the time I buy fragrances on impulse
To please spouse/partner - 76%á (56%)
when out shopping for other things
Where I buy doesn’t matter, as long as it’s a good brand 47%
To express my individuality - 75%á (64%) • I enjoy receiving fragrances as a gift
I like to experiment with different fragrances 32%Ô regardless of the scent
To be attractive to others - 73%á (57%) Both • It's more realistic for me to have a designer
Makes me feel sophisticated – 70%Ó (55%) I have a signature scent -- it's part of who I am 47% fragrance brand than designer clothing/
accessories
Same fragrance in different forms to create a lasting scent 39%Ô • I choose a fragrance based on the occasion
I want fragrance to make me feel…(Ranked 1 or 2) 25% Ô • I want to know more about ingredients in
I match my fragrance to my mood
fragrances
Fresh – 39% (38%) Happy – 27% (27%) Elegant– 17% (18%)
Confident – 29% (26%) Sexy – 23% (22%)
Perfume Non-perfume
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 27Size of segment Value of segment
19% 13%
Fragrance Shopping Statement Agreement (T3B) Fragrance Shopping Behaviors Gifting Fragrance
Good value for the money is important to me Purchase Channel (P6M) Received Fragrance as a gift (% Yes)
79%
The places I shop for fragrance carry the brands I want 76% In person (at a store) – 72% (68%)
Online – 21% (23%)
80% 52% 54%
I like to get fragrance samples when in-store 68%
60% 35%
More likely to shop at… 40%
10%
I like to go to stores to try new fragrances 50% 20%
The store that I buy fragrance from is important to me 42% 0%
Beauty specialty
The fragrance shopping experience is overwhelming 41% Brand specialty
I buy fragrances online 22% High end dept. Fragrance Gifted Attitudes (T3B)
I use the internet to narrow down, then buy in store 12%Ô Mainstream dept. • This segment is more likely to enjoy receiving fragrance
Discount dept. as a gift, as long it is the brand it uses (71%á vs. 59%),
and if it’s from a close family member or friend (49% á
Advice/Information on Purchases vs. 38%)
Top Fragrance Purchase Triggers
Friend/family member – 36% (36%) • This segment is less likely to enjoy receiving fragrance as
Also higher on… a gift, regardless of the scent (35%Ô vs. 45%)
Running out/running low Store sales person – 26% (24%)
65% á
• None Brands that I like/follow – 25% (23%)
To treat myself 45% My favorite magazines – 13% (18%) Buying Styles (MRI) - where over-index
Significant other/partner – 17% (14%)
Need gift for someone 22% Habitualized Havers Conscientious
Most Influential to Purchase (P6M) (comfort in tradition; buy what Consumers (shop for bargains
Shop because I enjoy it 18% always bought; once find a but cost is not main factor; buy
Sample fragrance – 49% (48%) brand they are comfortable American and environmentally safe
Spur of the moment Free trial bottle – 42% (39%) with they stop looking) products; conscious of quality and
17%
Free gift w/ purch offer – 27% (26%) are brand loyal)
In-store displays – 22% (24%)
Index = 128 (24%)
Have gift card/credit to use 24% Index = 124 (25%)
Ad w/ scent strip – 22% (23%)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 28Size of segment Value of segment
19% 13%
Top Barriers to Using Perfume More Often Need Gap
• They are significantly lower vs. total on the following importance metrics: It is portable/easy to take
More likely to say: on-the-go and It is a gender-neutral fragrance. They’re on par with total on the satisfaction metrics.
• Variety is overwhelming (14%á vs. 8%)
Biggest areas of opportunity
80%
Importance (Extremely/Very Important)
for segment (high importance /
lower satisfaction): Lasts all day
None for this segment
Top Triggers for Using Perfume More Often
60%
• Help from online sources to figure out what I would like (22%Ô vs. 29%) High quality
Familiar with It is good for
• If I knew how to properly apply it (19%Ô vs. 27%) different types of sensitive skin
scents used in
40% fragrances Acceptable at work
Lighter version of my
favorite scent
Designed Natural fragrance I can buy it
Portable
Interest in Online Tools (T2B) specifically to anywhere
combine more than Comes in an
20% It comes in small appealing bottle
55% one fragrance
42% 38% sizes
Heavier version of Many forms of the
8%Ô my favorite scent Gender-neutral same fragrance
fragrance
Suggestions Personality quiz User reviews Live chat 0%
based on what I recommending feature to act as 0% 20% 40% 60% 80%
already know I fragrances an advisor
like Satisfaction (Very satisfied/Satisfied with how well current
fragrance options meet these needs)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 29Size of segment Value of segment
19% 13%
General Style Attitudes (T3B) Fashion & Style Attitudes Segment (MRI) – Mobile Attitudes Segment (MRI) –
where over-index where over index
I have different looks depending on my mood/occasion 66%
I dress with a sense of individual style 70%
Does not over-index on any Mobile
I enjoy shopping for fun, whether I buy something or not Does not over-index on any Fashion & Style Attitude
65% Attitude
More willing to purchase things if can customize it 55%
I make an effort to feel sexy 58%
Buy more fashion items online than a year ago 42%
More likely to buy a product designed by a celebrity 6% Ô
General Attitudes Segment (MRI) – where
Differentiating Personal Values (T3B) Digital / Advertising Attitudes (MRI)
over index
Very/somewhat important to use social networking for…
More likely to value Ó Less likely to value Ô
To find out about products and services –34% (102) Does not over-index on any General Attitude
Authenticity (94%) To rate or review a product or service –22% (96)
To show support for my favorite companies or brands – 22% (89) Other Interests (MRI)
Experiences (86%)
To receive exclusive offers, coupons or other discounts –35% (103) Played video games in last 30 days – 26% (89)
Simplicity (81%) Regular exercise (2+ times/wk) at a club – 18% (112)
To gain access to VIP or Members-Only events – 15% (85)
Romance (75%) Used cell/mobile apps in past 30 days… Wrote in an online blog (past 30 days) – 3% (115)
Shopping/retail – 21% (105) Car type most associate with: Green & Trendy – 20% (81)
Looking good (63%)
Describes attitude completely (8-10 on 10-pt scale)… Regular exercise (2+ times/wk) at home – 35% (110)
Sex (61%) Regular exercise (2+ times/wk) at other facility – 10% (121)
Advertising helps keep me up-to-date about products & services that I
need or would like to have – 14% (90) Camping - any overnight trips – 15% (120)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 30Size of segment Value of segment
19% 13%
Other Interests (MRI) – where over-index
Tech-Thusiasts - 4% (127)
Tech-Splorers – 15% (123)
Sports websites visited
• foxsports.com - 4% (142)
• MLB.com - 3% (141)
• SportingNews.com - 1% (161)
© GfK 2017 31I am not particularly involved in, invested in, or knowledgeable about the Size of segment
fragrance category; fragrance is less important to me than other beauty 17%
categories and is less likely to be a part of my routine. My perfume usage
has declined over the past few years and it likely will continue to decline in Value of segment
the future; however, I’m a light perfume user today and am pretty average 14%
for other types of fragrances. Generally, I am less likely to be influenced
by current trends or social pressure.
Demographics Fragrance Usage* Avg. # Bottles Own* Brand Usage (unaided)
Total Daily Weekly
• Older on average (42.97á
vs. 40.37) 23%â 61% 3.5 á 37%
92% 2.9 2.9
2.4 â 16%
20%â 56%
76%
10%
25% 52%
73% 10%
Age 8%â 21%â
18-34 28% Ô 38% â 5%
Age Started Using* Beauty Routine and Fragrance* Occasions Use by Fragrance* Change In Fragrance Usage
Segment higher than average on… Segment tips toward:
No significant differences No significant differences vs. total
vs. total Total Past Future
Fragrance Same Same
Decreased Same
No significant differences vs. total Increased Same
Decreased Decrease
Same Same
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence Perfume Body lotion Body Mist Essential oil 32Size of segment Value of segment
17% 14%
Fragrance Importance Most Important Fragrance Needs (T2B) Appropriate to Wear (T2B)
Ranked 1/2 in importance Leading Edge It lasts all day
compared to other beauty Consumers: 63% (64%) At a party/special event – 90% (88%)
categories: 8%â (16%) It is high quality fragrance Dining with friends/family – 80% (81%)
46% (50%) At work – 64% (66%)
T3B agree that “I really don't It is acceptable to wear at work
8% 38% (44%) Loved ones at home – 63% (64%)
pay much attention to
It is good for sensitive skin At school – 61% (58%)
fragrances, it is just not that
important to me”: 22%â (33%) 36% (41%)
Top Reasons Wear Fragrance (T3B) Skews toward… Top Fragrance Attitudes (T3B)
Makes me feel fresh - 72%â (80%) Both
Few favorites that are always a part of my collection 78%á
To lift my mood - 64% (71%) Both I enjoy receiving the brand I use as a gift 58%
To express my individuality - 54%â (64%) Both Where I buy doesn’t matter, as long as it’s a good brand 49%
Good memories assoc. with the scent - 49%â (60%) Both I like to experiment with different fragrances 58%
Makes me feel sophisticated - 40%â (55%) I have a signature scent -- it's part of who I am 46%
Same fragrance in different forms to create a lasting scent 44%
I want fragrance to make me feel…(Ranked 1 or 2) I match my fragrance to my mood 49%
I want to know more about ingredients in fragrances 52%á
Fresh – 39% (38%) Happy – 28% (27%) Sexy – 14%â (22%)
Confident – 31% (26%) Elegant – 16% (18%) Relaxed – 13% á (7%)
Perfume Non-perfume
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 33Size of segment Value of segment
17% 14%
Fragrance Shopping Statement Agreement (T3B) Fragrance Shopping Behaviors Gifting Fragrance
Good value for the money is important to me Purchase Channel (P6M) Received Fragrance as a gift (% Yes)
79%
The places I shop for fragrance carry the brands I want 69% In person (at a store) – 64% (68%) 80%
Online – 31%á (23%) 44%â 50%
60% 38%
I like to get fragrance samples when in-store 75%á
Less likely to shop at… 40%
9%
I like to go to stores to try new fragrances 51% 20%
The store that I buy fragrance from is important to me 23% â 0%
Beauty specialty
The fragrance shopping experience is overwhelming 33% Brand specialty
I buy fragrances online 32% High end dept. Fragrance Gifted Attitudes (T3B)
I use the internet to narrow down, then buy in store 21% Mainstream dept. • This segment is less likely to return fragrances
Discount dept. received as gifts (8% â vs. 14%).
Advice/Information on Purchases
Top Fragrance Purchase Triggers
Friend/family member – 35% (36%) Buying Styles (MRI) - where over-index
Also lower on…
Running out/running low Store sales person – 21% (24%) Penny-Pinchers
57%
• When I have a special Brands that I like/follow – 21% (23%) (just solely on cost; brand
To treat myself 47% occasion coming up– My favorite magazines – 20% (18%) loyalty less important than
13% â (19%) Significant other/partner – 9% (14%) coupon; little interest in
Need gift for someone 24% technology)
Most Influential to Purchase (P6M)
Index = 132 (15%)
Shop because I enjoy it 15%Ô
Sample fragrance – 56% (48%)
Spur of the moment Free trial bottle – 41% (39%)
22%
Free gift w/ purch offer – 27% (26%)
Have gift card/credit to use 20% In-store displays – 25% (24%)
Ad w/ scent strip – 27% (23%)
Perfume Body lotion Body Mist Essential oil
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 34Size of segment Value of segment
17% 14%
Top Barriers to Using Perfume More Often Need Gap
At parity with total in terms of top barriers: They are significantly lower vs. total on these importance metrics: I am familiar with many different
types of scents used in fragrances, It comes in an appealing bottle and It is a lighter version of my
• Forget to put it on (26% vs. 28%),
favorite scent. They are comparable to total on satisfaction.
• People around me are sensitive to fragrances (22% vs. 20%)
• Other scented products are a good substitute (21% vs. 18%) 80%
Importance (Extremely/Very Important)
• The fragrances I like are too expensive (28% vs. 32%)
Biggest areas of opportunity for
segment (high importance /
Top Triggers for Using Perfume More Often Lasts all day
lower satisfaction):
60% Fragrance that lasts all day
• Help from online sources to figure out what I would like (21%â vs. 29%)
• If I knew the story behind the perfume (17%â vs. 27%)
High quality
Acceptable at work
40% It comes in small sizes
It is good for sensitive skin
Portable
I can buy it anywhere Familiar with different types
Natural fragrance of scents used in
Interest in Online Tools (T2B) Lighter version of my
fragrances
20% favorite scent Many forms of the same
Heavier version of my fragrance
58% favorite scent
41% 41% Designed specifically to
Gender-neutral fragrance Comes in an appealing combine more than one
8% â bottle fragrance
0%
Suggestions Personality quiz User reviews Live chat 0% 20% 40% 60% 80%
based on what I recommending feature to act as
already know I fragrances an advisor Satisfaction (Very satisfied/Satisfied with how well current
like
fragrance options meet these needs)
© GfK 2017 *Among category users áâ Indicates sig. higher/lower than total at 95% confidence 35You can also read
