According to the latest study by The NPD Group, one of the world leaders in market research, small formats are the new darlings of the beauty market. Mini, practical, nomadic and at low prices, they slip into handbags, make luxury more affordable and invade the shelves. Perfumery, make-up or skincare: no sector can resist them.
Perfume of an era
Mini volume, maxi effect: the small perfume bottle has the wind in its sails! The great classics and the novelties succumb in turn to the call of the small format. The result: women's fragrances in 21-30 ml bottles increased by 1% in units, while other formats were down by 2% in 2014. The same is true for men, where the small format is gaining 2% of sales. The convergence of three attractive factors from the consumer's point of view explains this success: - The argument of the price . - A format nomad par excellence. The portability of the small size sticks to the mobility needs of today's women: small sizes often find their place in handbags as well as in carry-on luggage. - The appearance breakthrough . The small format makes it possible to meet the desire to test a product without getting as involved as with a large format.
" Small formats represent an interesting concept for the prestige beauty sector" says Mathilde Lion, Beauty Expert Europe at The NPD Group , " they make it possible to target a different clientele, more volatile and on the lookout for new products. This is a …
