M&S hails success of own-label fragrance offering
M&S has hailed the success of its own-label fragrance offering over the past year.
The retailer has grown its share of the own-label fragrance market from 8.3% to 12.4% over the period according to Kantar beauty market data. Driving this growth is its Discover range where so far this quarter M&S has sold 500,000 bottles. This includes the range’s hero scent, Soft Iris, which sold 2,100 bottles a day last week.
By the end of the quarter, M&S expects to sell over one million bottles, making fragrance one of the most popular beauty categories for seasonal shoppers.
To meet demand, M&S launched four Eau de Parfums in October as it looked to offer longer-lasting versions of its bestselling scents, It also introduced two limited-edition winter fragrances. Winter Nights sold out in eight weeks, while Sparkle & Shine is set to sell out within he next two weeks. Both have sold 10% faster than last year’s launches.
James Mugford, head of beauty at M&S, said: “Fragrance is the fastest-growing part of our beauty business and 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 – and Discover delivers exactly that. From stocking fillers to Secret Santa – affordable luxuries that make the season special.”
