Developing fragrances for developing markets – Strategy and case studies

Emmanuelle Costantino
Global Consumer Market Research, Givaudan, France

Thomas Inglesant
Consumer Market Research, Consumer Products, Givaudan, France

Maurizio Volpi
Marketing & Consumer Market Research Fragrances, Givaudan, France


Developing Markets (and notably the so called Bric: Brazil, russia, india, china) are clearly a key focus of fragrance development since they are becoming the powerhouses of the global beauty and home care markets. This is even more the case when we look at industry growth prediction. If we take the Fine Fragrance industry, for instance, we observe how Brazil is already as large a market as the united States, and is expected to become the biggest world market by quite a wide margin, according to industry sources (see Figure 1).