Page 42 - TFWA World Exhibit 2022 Special Edition

INSIDER

Essence Corp. animates the Point of Sale with high-profile launches
throughout the region as fragrance sales rebound

Miami fragrance distribution company Essence Corp. enjoyed a full season of fragrance launches, with HPPs at border, downtown
and airport shops throughout the Americas.
Fragrance sales have been on the rebound since the end of last year, reports research company NPD. Although fragrance users
paused their usage during the pandemic’s onset while they were spending more time at home, less than one quarter of all users were still
wearing less fragrance than they did before the pandemic by mid- 2021, reports NPD.
Furthermore, NPD Group reports that fragrance is outperforming other segments, with Q3 revenues not only up year over year but
also increased by 38% versus pre-pandemic 2019. These are domestic figures, but the trend impacts travel retail sales as well.
And the trend is continuing. In the first half of 2022 total sales of women’s fragrances increased 34% and sales of fragrance juices
over 100ml in size rose 50%, compared to the same period in 2021, says NPD.
And while 64% of fragrance consumers in the NPD study say that Instagram influenced their purchases (especially driven by Gen
Z and Gen X buyers- see page 8), fully 74% prefer to make their fragrance purchase in-store, where they say they can enjoy hands-on
testing and sampling.
All of which bodes positively for Travel Retail operators in the region. Here are some of Essence Corp.’s key launches for the past
few months.

On the Border in Uruguay: Jimmy Choo
Just right for the Instagrammable crowd, Duty Free Americas sparkled as it played host to
a fun-filled HPP for Jimmy Choo’s new I Want Choo in June.

Bahamas-bound: Dior Sauvage
The elegance and sophistication of the Dior Sauvage franchise took over the John Bull
flagship store in Nassau, The Bahamas for Father’s Day 2022.

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