Accessibly-priced fragrance is turning out to be one of the top gifting purchases this Christmas, according to M&S.
M&S
That’s because the high street retail giant said it’s leading the way with purchases of its “own-label beauty success story” via its Discover range of scents, where prices range from £7 for 30ml, £10 for 100ml, and 100ml Eau de Parfums (launched in October) for £16.
Not that it’s alone as other reports have also suggested fragrance at all price levels is a favourite treat for consumers this festive season.
So how many bottles has M&S sold in total? Half a million in the current quarter. And in the last week alone, its heroine scent, Soft Iris, sold 2,100 bottles a day.
By the end of the quarter, M&S expects to sell over a million bottles, “making fragrance one of the most popular beauty categories for seasonal shoppers”.
Since Discover was launched, it said sales have beaten expectations and M&S also added two limited edition winter fragrances – Winter Nights and Sparkle & Shine — to the range. The former sold out in eight weeks, and the latter is on track to sell out within the next two weeks, it said.
And both fragrances sold 10% faster than last year’s options, “showing that customers are embracing seasonal scents more than ever”.
Over the past year, M&S said it’s grown its share of the own-label fragrance market from 8.3% to 12.4% “reflecting a wider trend for affordable indulgence [with] customers treating themselves and gifting friends and family with small luxuries that feel special without the luxury price tag”.
James Mugford, head of beauty at M&S, said: “Fragrance is… an example of how own-brand is bringing in new customers, and helping reshape and modernise our offer. At Christmas, customers are looking for gifts that feel thoughtful without breaking the bank.”
