The fragrance market can be divided into segments, each with its own needs and wants. The key to successful marketing is understanding these different segments and targeting them with the right products.
One of the most popular methods for performing market segmentation uses demographic factors like age, gender and income.
Other methods use psychographic factors like lifestyle, motivations, values, likes and dislikes as well as behavioral factors like purchasing habits, how someone intends to use a product or service, how often they plan to use it, the benefits they seek, or brand preference that they have.
In this article, we will perform fragrance market segmentation using the following 7 variables: type of fragrance, price range, ingredients used, organic (or not), the occasion of purchase, brand, and the consumer’s gender.
But first, let’s start by understanding why fragrance market segmentation is important.
The Importance of Segmentation of the Fragrance Market
The segmentation of the fragrance market is essential because it allows manufacturers and retailers of fragrances to target specific groups of consumers with laser precision.
By understanding the needs and wants of different segments, businesses can create products that are more likely to appeal to them and retailers can stock fragrances and related products that their customers are most likely to buy.
The market for fragrance ranges from those looking for an affordable everyday fragrance to put in their kitchen to a luxurious, expensive product to give as a gift.
Some people are looking for a natural fragrance made with organic ingredients while others don’t care about that aspect.
There exist a fragrance for every budget and every style, but not all types of fragrances are equally popular with all consumers.
By segmenting the market, businesses can identify which type of fragrance is most popular with each group and target their marketing and sales efforts accordingly.
Variables for Fragrance Market Segmentation
Fragrance market segmentation can be performed along the following 7 axes:
- Type of fragrance
- Price range
- Ingredients used
- Organic (or not)
- Occasion of purchase
- Brand
- Consumer’s Gender
Different people have different needs, wants and motivations for purchasing a product or service.
And so most fragrance manufacturers do not cater to all types of buyers. Instead, they focus on those segments of the market that are most likely to buy their products.
With market segmentation, they can target specific groups of consumers with fragrance products that satisfy their needs.
It is therefore essential that businesses decide which segments they want to target and then design their fragrance products, marketing, and sales strategy accordingly.
Let’s now look in detail at each of the 7 variables used in fragrance market segmentation.
#1. Segmentation Based on the Type of Fragrance
The type of fragrance can be used to segment the fragrance market in a number of ways:
- by the type of fragrance (e.g. eau de Cologne, eau de parfum, etc.)
- by the fragrance family (e.g. floral, oriental, woody, etc.)
- by the target audience (e.g. unisex, men’s, women’s)
- by the season (e.g. spring/summer, autumn/winter)
The type of fragrance is a key factor in determining the occasion for which it will be used. For example, a heavier fragrance like an “eau de parfum” is more likely to be worn for a special occasion than an eau de toilette which is lighter and more refreshing.
Similarly, a fragrance that is marketed as a men’s fragrance is less likely to be purchased by a woman than one that is unisex or marketed as a women’s fragrance.
The type of fragrance is, therefore, an important variable to consider during fragrance market segmentation.
#2. Fragrance Market Segmentation Based on Price range
Price is, of course, a major factor that influences consumer behavior.
When it comes to fragrances, there are products available at all price points, from synthetic inexpensive options to luxurious natural fragrances.
However, not all consumers are willing to spend a lot of money on a fragrance, even if they like it.
For instance, a person who only wears fragrances on special occasions is less likely to spend a lot of money on them than someone who uses them every day.
Businesses need to decide which price point they want to target with their products.
They also need to make sure that their products are priced in line with what their target market is willing to pay.
Fragrance product manufacturers and retailers often use price segmentation techniques to maximize their revenue and profit by extracting the most revenue out of each customer based on their willingness to pay.
#3. Segmentation Based on Ingredients used in the Fragrance
Many consumers care about the ingredients used in fragrance products, especially if they have sensitive skin.
Some consumers prefer to use only natural or organic ingredients while others don’t mind synthetic ingredients as long as they aren’t harmful.
Ingredients used in fragrance products can also be a key differentiating factor between brands.
For instance, some high-end fragrance brands use only natural ingredients while some cheaper brands use synthetic fragrance oils.
This is an important variable to consider during fragrance market segmentation as it will help businesses target those consumers who are looking for products with specific types of ingredients.
#4. Segmentation Based on whether the Fragrance is Organic (or not)
As many people become more health-conscious, they are becoming increasingly interested in organic products. And this transition is not limited to organic products that they consume but also to products that they use on their skin.
These people will only use natural skin care products or natural hair care products and will expect nothing less from the fragrance products that they purchase. The organic fragrance market is therefore growing at a rapid pace.
Even though these products are more expensive than those made with synthetic ingredients, their healthy demand will only continue to grow.
#5. Segmentation Based on Occasion of purchase
A fragrance is often an item purchased for a special occasion. It could be a fragrance bought as a gift for someone or a fragrance that the person buys for themselves to wear on a special day.
There are, therefore, two main types of occasions for fragrance purchase: gifting and personal use.
Businesses that make fragrance products often use occasion segmentation to target specific segments of their target market on specific occasions.
For instance, these companies might run promotions during holidays like Christmas or Mother’s Day to promote their fragrance products as gift ideas.
Or they might run ads on social media, precisely targetting those with a loved one whose birthday or anniversary is just around the corner.
#6. Segmentation Based on Fragrance Brand
Consumers in the fragrance market often tend to be loyal to specific fragrance brands.
They might have been using the same brand for years or they might only use products from a certain fragrance house.
One way that they may switch brands or try out new ones is if they receive a fragrance as a gift or if they smell the fragrance on someone else or in someone else’s house.
#7. Fragrance Market Segmentation Based on Gender
Men and women are two distinct target markets when it comes to fragrance. And while there are some unisex fragrances, most fragrance products are marketed either toward men or toward women.
This is because men and women have different fragrance preferences. Men often prefer woody, musky scents while women often prefer floral or fruity scents.
This difference in preference is largely due to cultural factors and the way that fragrance products have been marketed over the years.
Conclusion
As you can see, the market for fragrances can be segmented using many variables and can be analyzed from different angles.
In this article, we performed fragrance market segmentation following these 7 factors: type of fragrance, price range, ingredients used, organic (or not), the occasion of purchase, brand, and the consumer’s gender.
Fragrance manufacturers and retailers often use market segmentation to better understand their customers and figure out how to appeal to them.
With fragrance market segmentation, they can better understand which of their products are likely to sell well and can target their audiences more effectively.