Bvlgari wants to tap into China’s male fragrances market

The market is projected to surge at a 10% compound annual growth rate between 2023 and 2027. 

Bvlgari Fragrance has relaunched its Bvlgari Pour Homme Cologne in China in a bid to capitalise on the growing male fragrances market, GlobalData reported. 

The market is projected to surge at a 10% compounded annual growth rate (CAGR), GlobalData noted. 

“The Chinese fragrance market is dominated by female fragrances. However, akin to the trend in the male cosmetics space, consumer spending on male fragrances is rising rapidly. Within the male fragrances category, the premium segment is set to outpace the mass market segment,” Bobby Verghese, Consumer Analyst at GlobalData, said. 

“This is primarily due to increased gifting of premium, luxury, and prestige fragrance labels on special occasions, such as the Chinese New Year/Spring Festival and the Mid-Autumn Festival. Tmall’s Single’s Day and JD.com’s 618 shopping festivals have also played a pivotal role in accelerating sales of male fragrances.”

Read more: Luxury retailers to expand China offerings to other festivals: report

Kiki Wu, Consumer Business Development Manager at GlobalData China, noted that the brand is catching up with other luxury brands in China, such as Chanel, Giorgio Armani, Dior, and Givenchy. 

It is in particular, leveraging a combination of experiential marketing and social media campaigns. 

“The Zhang Garden pop-up store is decked with art installations and a perfume sampling area to attract young, experience-seeking Millennials and Gen Z cohorts,” Wu said. 

“The store can help the company in acquiring new consumers, given that 40% of Chinese male respondents in GlobalData’s consumer survey say that a positive sampling experience motivates them to try new scents and fragrances.”