Although the increase in fragrance launches is obvious enough from a visit to any department store, considering the trend reveals the incredible surge in the number of perfumes marketed each year. What will 2012 be like? While many trade sources say that there are fewer launches, I do not expect that we will see a significant decrease next year.
| 1991 | 2001 | 2011 | |
| Total | 76 | 372 | 1200 |
| Feminine | 42 | 234 | 766 |
| Masculine | 28 | 99 | 305 |
| Unisex | 6 | 39 | 129 |
| Limited Editions | 0 | 32 | 236 |
| Flankers | 3 | 52 | 197 |
| Celebrity | 3 | 9 | 73 |
| Niche | 9 | 61 | 219 |
Source: Michael Edwards’s FragrancesoftheWorld.info
11 Comments
Anna in Edinburgh: Those are scary numbers – and I wonder how many of the latest releases will be around in ten years time? November 29, 2011 at 11:25am
Erin T: As sad and stunning as the 1200 number is, it’s even sadder to me that the categories that have seen the most increase since 1991 are flankers and limited editions… November 29, 2011 at 11:34am
silverdust: Unless the 2012 releases are practically in stores, I’d look for the number of new releases to be far, far fewer than what may have been originally planned. The European collapse and coming social unrest will put the screws to all but the fabulously wealthy considering luxury items. I’d bet on planned ’12 releases to be held back until things quiet down. November 29, 2011 at 12:35pm
Sombreuil: Yes, it does seem to reveal an awful cynicism at the heart of the industry. November 29, 2011 at 3:38pm
Victoria: Great catch, Anna! Now, that would be a great statistic to have. November 29, 2011 at 11:36am
Victoria: They are the cheapest to launch in terms of marketing and overall costs. Very sad, I agree. November 29, 2011 at 11:37am
Victoria: Whatever has been already planned for 2012 (at least, the first quarter or two) is paid for and finished. Most development happens a year or more in advance. Once a company has settled on a fragrance and paid for oil, it does not make sense for them not to launch it, whatever the circumstances. What can happen, on the other hand, is for the project to be stopped midway the development process. In fact, that happens constantly, and even in the best of times, and these days, it is a very common occurrence. Very frustrating for supplier companies, whose work is not remunerated, unless the client actually buys the finished product. November 29, 2011 at 1:43pm
sweetlife: Totally agree. And also, how fast new launches are discontinued, along with other discontinuation stats (classics, niche, etc.). November 29, 2011 at 4:14pm
sweetlife: Thanks so much for this, V. I have a feeling it will be a very useful reference. November 29, 2011 at 4:17pm
Victoria: I suspect that the attrition rate might be high! November 29, 2011 at 5:34pm
Victoria: The boom in flankers is so disheartening. November 29, 2011 at 5:35pm