Bvlgari eyes China’s male fragrance market

Bvlgari eyes China’s male fragrance market

THE WHAT? Bvlgari has launched its Pour Homme Cologne onto the Chinese market, according to a report published by Retail Asia quoting GlobalData.

THE DETAILS The Italian luxury brand’s Zhang Garden pop-up features a perfume sampling station aimed at encouraging trial and promoting its scents.

THE WHY? The Chinese men’s fragrance market is expected to grow at a CAGR of 10 percent, per Retail Asia, making it an attractive market for luxury brands. Bobby Verghese, Consumer Analyst at GlobalData, told Retail Asia, “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.”