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Euromonitor International
May 2018
FRAGRANCES IN PAKISTAN Passport I
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FRAGRANCES IN PAKISTAN Passport 1
FRAGRANCES IN PAKISTAN
HEADLINES
Fragrances registers current value growth of 12% to reach PKR0.9 billion in 2017
Rising focus on personal hygiene helps drive sales in 2017
Average unit price of both premium men's fragrances and mass women's fragrances
increases by 5% in current terms in 2017
Rasasi Perfumes leads fragrances in a very fragmented competitive environment
Fragrances is expected to record a CAGR of 5% at constant 2017 prices over the forecast
period, reaching PKR1.1 billion in 2022
PROSPECTS
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FRAGRANCES IN PAKISTAN Passport 2
consumed by higher-income classes only. Pricing, promotion, positioning and sales channels for
premium and mass fragrances are distinct and there is clear demarcation in terms of strategies
for both types of fragrances. Mass fragrances are available in most channels, including modern
and some traditional channels, while premium fragrances are available mainly through
company-owned outlets, department stores, beauty specialist retailers and modern retail outlets
such as hypermarkets. Premium fragrances are priced significantly higher and availability is
much lower compared to mass fragrances.
COMPETITIVE LANDSCAPE
Rasasi Perfumes Industry Llc Leads Mass Women Fragrances With Its
Blue Brand
Blue by Rasasi Perfumes Industry LLC, known for its special Arabic fragrance, maintained a
strong presence among both mass men’s and women’s brands. It is preferred by consumers
who are looking for a light, elegant fragrance for social gatherings. Increasing penetration into
modern retailers such as departmental stores, hypermarkets and supermarkets aided the
distribution of Blue over the review period. The company benefits from the growth of online
retailing, which helped it to penetrate the smaller towns and cities and strengthen its position
among mass consumers.
CATEGORY DATA
Table 1 Sales of Fragrances by Category: Value 2012-2017
PKR mn
2012 2013 2014 2015 2016 2017
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FRAGRANCES IN PAKISTAN Passport 3
Kits
Fragrances 448.7 528.5 609.6 698.0 778.0 869.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
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FRAGRANCES IN PAKISTAN Passport 4
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FRAGRANCES IN PAKISTAN Passport 5
Calvin Klein for Calvin Klein Inc 8.0 7.9 8.3 8.5
Men (Coty Inc)
Dunhill Desire Blue Alfred Dunhill Ltd 9.3 8.7 7.6 6.7
(Inter Parfums Inc)
Hugo Boss Hugo Hugo Boss AG - - 5.2 5.4
Element (Coty Inc)
Davidoff Coty Inc 3.5 3.8 4.1 4.4
Dolce & Gabbana The Dolce & Gabbana Srl - - 1.4 1.7
One (Shiseido Co Ltd)
Dune (LVMH Moët Christian Dior SA 0.9 0.9 0.9 0.9
Hennessy Louis
Vuitton SA)
Versace Men Gianni Versace SpA 3.0 1.7 1.0 -
(Euroitalia Srl)
Hugo Boss Hugo Hugo Boss AG 4.8 4.9 - -
Element (Procter &
Gamble Co, The)
Dolce & Gabbana The Dolce & Gabbana Srl 1.2 1.3 - -
One (Procter &
Gamble Co, The)
Dunhill Desire Blue Alfred Dunhill Ltd - - - -
(Procter & Gamble
Co, The)
Others Others 69.3 70.8 71.5 72.4
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
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FRAGRANCES IN PAKISTAN Passport 6
PKR mn
2017 2018 2019 2020 2021 2022
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