With a higher concentration of perfume essence, these fragrances are known for their stronger impact and longer-lasting presence on the skin.
According to Luiz Ahualli, general manager of Coty Brasil’s prestige category, demand for fragrances that offer a longer olfactory experience is growing strongly in Brazil, even though more concentrated perfumes require a greater investment. “Brazilians are increasingly exploring new things, and our passion for fragrances has brought us closer to fragrances of higher intensity.“
Exponential growth
According to Circana, sales of high-concentration perfumes reached R$ 177 million between January and August 2024, an increase of 83% in value and 72% in units compared to the same period last year. This represents growth five times faster than the overall average for the perfume market in Brazil.
To meet this growing demand, Coty has launched several new versions in Brazil available within its brand portfolio.
“As far as Hugo Boss is concerned, we’re putting the spotlight on the Boss Bottled Triumph Elixir and The Scent Elixir collections for both men and women, which have seen strong success. Burberry and Gucci have also rolled out major launches centered on long-lasting wear, including Burberry Goddess Eau de Parfum Intense and Gucci Guilty Elixir. And most recently, we introduced Perfect Elixir by Marc Jacobs in Brazil,” explains Luiz Ahualli.
According to Analice Alves, fragrance expert at L’Oréal’s Brazilian subsidiary, one key reason for Brazilians’ growing preference for more intense fragrances is the country’s warm climate. She explains that richer scents tend to withstand higher temperatures better and offer better long-lasting performances, thanks to their deeper, heavier notes.
Lancôme, one of L’Oréal’s luxury brands, introduced a more intense version of its iconic La Vie Est Belle in Brazil last year. “Lancôme recognized that timeless classics can be reimagined, and saw in this reinterpretation a powerful opportunity for innovation. La Vie Est Belle L’Élixir stands out as a fragrance that’s radically different from previous editions—designed to captivate loyal fans and attract a new generation of consumers,” says Analice Alves.
Brazilian brands are investing in the segment
Of course, the trend hasn’t gone unnoticed by local brands such as O Boticário! “In 2024, we surprised consumers with Glamour Secrets Black Intense, which captures all the fascination and charm of Glamour Secrets Black, one of the brand’s bestsellers launched in 2010, but with the intensity of captivating and modern notes. Today we introduce Floratta Red Passion Eau de Parfum, an even more intense and elegant version of Floratta Red. This fragrance is a true olfactory bomb, lasting up to 12 hours and leaving an irresistible trail wherever it goes,” explains César Veiga, perfumer at Grupo Boticário.
The expert emphasizes that the intensity of a fragrance doesn’t just come from its high concentration. “In different compositions, intensity can take many forms: with fresh notes, prolonging the sensation, or the intensity of floral notes, making the perfume more impactful or intense with base notes promoting more strength and longevity.“
With these more intense reinterpretations, O Boticário intends to offer the consumer new and striking olfactory experiences, going beyond the conventional. “We closely monitor trends and shifts in consumption behaviors, maintaining the essentials without fear of exploring new avenues. The market is full of opportunities,” emphasizes César Veiga.