The perfumery sector will rejoice in 2024. As indicated by the consultancy firm Kantar Worldpanel, this year's Valentine's Day campaign will see perfumery and fragrances recover from the poor results of 2023.
Valentine's Day is relatively important for the perfume and fragrance sector, which accounts for more than 6% of its annual turnover. This is a sector marked by seasonality, as it rises especially in the months between November and January, coinciding with the Christmas campaign. These three months account for 40% of its annual turnover and the percentage rises to 43% in the case of luxury fragrances.
In the last Valentine's Day campaign, consumers opted for luxury fragrances and perfumes and bought more than 10.1% more in units and more than 3% more in price.
Women account for most of the turnover in luxury fragrances (60% for women and 40% for men), although on Valentine's Day, it is men who increase their purchases to 46.3% and they are the ones who are willing to pay more for their perfumes or fragrances.