{"id":11136,"date":"2022-10-24T07:30:04","date_gmt":"2022-10-24T07:30:04","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=11136"},"modified":"2025-04-23T09:36:12","modified_gmt":"2025-04-23T09:36:12","slug":"global-beauty-brands-smell-success-in-chinas-perfume-market","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/","title":{"rendered":"Is perfume the next big market for luxury brands in China?"},"content":{"rendered":"<h2>International luxury brands like Chanel and Dior have traditionally dominated China\u2019s perfume market, but as Chinese consumers show an increasing preference for \u201cEastern\u201d scent notes, companies like L\u2019Oreal are choosing to invest in local Chinese perfume brands, writes <strong>Qing Na<\/strong> from <strong>Dao Insights<\/strong><\/h2>\n<p>Despite a relatively late start, China\u2019s perfume and fragrance market has been catching up with the global market at full speed in recent years.<\/p>\n<p>In 2021, retail sales of high-end perfume products in China recorded the fastest growth in a decade, pulling off an increase of 33% year-on-year \u2013 and leading market research institute Euromonitor International to dub 2021 the beginning of China\u2019s \u201csmell economy\u201d.<\/p>\n<p><a href=\"\/lp-cta-general\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7247 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general.png\" alt=\"launchpad CBBC\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-general-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<p>On one hand, the prolonged impacts of the Covid-19 pandemic on mental health have contributed to the growth of the perfume market, with more young Chinese consumers seeking scented-based remedies to reduce anxiety and lift their mood.<\/p>\n<p>On the other hand, strict <a href=\"https:\/\/focus.cbbc.org\/inside-chinas-zero-covid-strategy\/\" target=\"_blank\" rel=\"noopener\">Zero Covid<\/a> protocols such as wearing masks in public places and repeated lockdowns and stay-at-home orders have dampened the demand for make-up products like lipstick, and instead pushed consumption desire towards perfume and fragrance. Many young buyers feel that perfume not only satisfies their emotional needs but also expresses their individuality. As a result, cosmetics brands have been doing their best to readapt their offerings in response to the consumer shift.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/how-to-tap-into-chinas-growing-wellness-culture\/\" target=\"_self\" rel=\"dofollow\" class=\"u34c892acef3fb2d67b76722186e21a83\"><style> .u34c892acef3fb2d67b76722186e21a83 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u34c892acef3fb2d67b76722186e21a83:active, .u34c892acef3fb2d67b76722186e21a83:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u34c892acef3fb2d67b76722186e21a83 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u34c892acef3fb2d67b76722186e21a83 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u34c892acef3fb2d67b76722186e21a83 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u34c892acef3fb2d67b76722186e21a83:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">How to tap into China\u2019s growing wellness culture<\/span><\/div><\/a><\/div>\n<p>Up until three years ago, international luxury brands dominated the Chinese perfume and fragrance landscape. But now the tables are turning, and the marketing is seeing the rise of homegrown perfume brands such as Documents, To Summer and Scent Library. These brands have been taking on traditional foreign perfume makers like Chanel and Jo Malone with unique Eastern scents. Unlike their Western counterparts, these Chinese brands are curating more subtle scents using oriental ingredients such as lotus, bamboo and mugwort. These scents cater to the olfactory preferences of China\u2019s young consumers, while also tapping into the <a href=\"https:\/\/focus.cbbc.org\/are-gen-z-chinese-consumers-getting-tired-of-the-guochao-trend\/\" target=\"_blank\" rel=\"noopener\">Guochao trend,<\/a> since the locally-grown plants are synonymous with Chinese literature and cultures, benefitting both branding and storytelling.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11138\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n-819x1024.jpeg\" alt=\"\" width=\"600\" height=\"750\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n-819x1024.jpeg 819w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n-240x300.jpeg 240w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n-768x960.jpeg 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n-1229x1536.jpeg 1229w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n-1170x1463.jpeg 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n-585x731.jpeg 585w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/311114529_630578338522591_9176979433584362988_n.jpeg 1280w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p style=\"text-align: center;\"><em>Chinese perfume brand Documents has a signature \u2018zen cool\u2019 aesthetic (Source: <a href=\"https:\/\/www.instagram.com\/p\/CjcotRWh_uI\/?hl=en-gb\">@documentsperfume<\/a> on Instagram)<\/em><\/p>\n<p>According to a recent survey of 1,400 regular perfume buyers by Chinese market research group iiMedia, over 60% were in favour of these Eastern aromas, which have \u201cdiversified their choices\u201d. The responses also reflected that floral and fruity fragrances were losing their appeal among savvy young Chinese consumers, who are constantly seeking \u201csomething different\u201d. This has also created opportunities for local brands to capitalise on these so-called niche fragrances and resonate with their target audience.<\/p>\n<p>In light of the market boom and the emergence of local market challengers, internationally renowned names have taken different steps to ensure that they don\u2019t miss out on this market prospect. Earlier in September, global beauty giant L\u2019Or\u00e9al saw the first venture of its China fund, Shanghai Meicifang Investment, go to Chinese luxury perfume house Documents, which is supported by L\u2019Or\u00e9al\u2019s corporate venture capital fund BOLD (Business Opportunities for L\u2019Or\u00e9al\u2019s Development).<\/p>\n<p>Following this strategic move, L\u2019Or\u00e9al also sought to grab a slice of the burgeoning market by bringing Prada\u2019s first perfume store in China to Shanghai, opening a dedicated store in the upscale R\u00e9el Mall in Jing\u2019an (L\u2019Or\u00e9al Group is responsible for the creation, development and distribution of luxury beauty products for Prada). Also eyeing China\u2019s perfume market potential is South Korean beauty brand Tamburins. Under the umbrella of luxury eyewear brand Gentle Monster, Tamburins debuted its first multifunctional perfume line on the brand\u2019s <a href=\"https:\/\/focus.cbbc.org\/what-are-wechat-mini-programs\/#.Y1LbyIDMLa0\" target=\"_blank\" rel=\"noopener\">WeChat mini program<\/a> and one of China\u2019s largest e-commerce platforms Tmall, just a few weeks ahead of China\u2019s largest annual online shopping extravaganza, <a href=\"https:\/\/focus.cbbc.org\/11-takeaways-from-chinas-11-11-singles-day\/\" target=\"_blank\" rel=\"noopener\">Singles\u2019 Day<\/a> (aka Double 11 or 11.11).<\/p>\n<p>These shrewd moves have the potential to bear fruit in the long run, considering perfume and fragrance application is fast becoming part of the lifestyle lived by China\u2019s Gen Z and Millennials, with people living in Tier 1 and Tier 2 cities unsurprisingly leading the consumption trend. This has produced an increasing number of regular perfume users, with over 60% aged between 24 and 40 years old reporting they use such products several times a week and 17.5% are wearing them on a daily basis, according to findings by iiMedia. In addition, restricted movement under China\u2019s <a href=\"https:\/\/focus.cbbc.org\/can-china-pull-off-zero-covid-and-a-stable-economy\/\" target=\"_blank\" rel=\"noopener\">Zero Covid<\/a> policy has broadened the range of potential consumer scenarios to include home fragrances, aromatherapy and body fragrances.<\/p>\n<p>With applying perfume and fragrance becoming increasingly commonplace amongst China\u2019s younger consumers, the market is projected to hit RMB 30 billion (\u00a33.72 billion) by 2025. This demand has prompted both market-leading international brands and emerging local brands to constantly innovate their scent offerings. On top of this, it is crucial for market players to broaden their product ranges and double down on efforts to develop subcategories in order to cater to the varied needs of this lucrative demographic.<\/p>\n<h5>Call +44 (0)20 7802 2000 or email\u00a0<a href=\"mailto:enquiries@cbbc.org\">enquiries@cbbc.org<\/a>\u00a0now to find out how CBBC\u2019s market research services can help you build knowledge and understanding of the Chinese market prior to investment.<\/h5>\n<p><a href=\"\/lp-cta-membership2\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7249 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2.png\" alt=\"Launchpad membership 2\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>International luxury brands like Chanel and Dior have traditionally dominated China\u2019s perfume market, but as Chinese consumers show an increasing preference for \u201cEastern\u201d scent notes, companies like L\u2019Oreal are choosing to invest in local Chinese perfume brands, writes Qing Na from Dao Insights Despite a relatively late start, China\u2019s perfume and fragrance market has been catching up with the global market at full speed in recent years. In 2021, retail&hellip;<\/p>\n","protected":false},"author":13,"featured_media":11137,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123],"tags":[2207,2427,2255],"class_list":["post-11136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","tag-beauty","tag-paywall","tag-perfume"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is perfume the next big market for luxury brands in China? - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"Brands like Chanel are starting to pay attention to trends in China&#039;s perfume market, spurred on by consumer behaviour\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is perfume the next big market for luxury brands in China? - Focus - China Britain Business Council\" \/>\n<meta property=\"og:description\" content=\"Brands like Chanel are starting to pay attention to trends in China&#039;s perfume market, spurred on by consumer behaviour\" \/>\n<meta property=\"og:url\" content=\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/\" \/>\n<meta property=\"og:site_name\" content=\"Focus - China Britain Business Council\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/chinabritainbusinesscouncil\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-24T07:30:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-23T09:36:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/shutterstock_609248567.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Antoaneta Becker\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ChinaBritain\" \/>\n<meta name=\"twitter:site\" content=\"@ChinaBritain\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Antoaneta Becker\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/\"},\"author\":{\"name\":\"Antoaneta Becker\",\"@id\":\"https:\/\/focus.cbbc.org\/#\/schema\/person\/780c5a2518f57c6a9e3d15e766aaee25\"},\"headline\":\"Is perfume the next big market for luxury brands in China?\",\"datePublished\":\"2022-10-24T07:30:04+00:00\",\"dateModified\":\"2025-04-23T09:36:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/\"},\"wordCount\":855,\"publisher\":{\"@id\":\"https:\/\/focus.cbbc.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/10\/shutterstock_609248567.jpg\",\"keywords\":[\"beauty\",\"Paywall\",\"perfume\"],\"articleSection\":[\"Consumer\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/\",\"url\":\"https:\/\/focus.cbbc.org\/global-beauty-brands-smell-success-in-chinas-perfume-market\/\",\"name\":\"Is perfume the next big market for luxury brands in China? 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