The market of the selective perfumery

To conclude its blog, we can observe the competitors on the market of the selective perfumery.

France is known as the country of the perfume, the French are the most important consumers of cosmetic products in the world, with a budget of 205 euros per year and per inhabitant.

But, the market of the selective perfumery since 2002, declines. In 2005, the sales lost 2%.

4 big companies dominate the market :

• Marionnaud the leader
• Sephora the number 2 : in 2005 its turn over increased in 12.8%. Sephora has a strategy of differentiation with a unique concept based on megastores, on the development of its own brands. In addition, Sephora has a unique brand image based on values of freedom, discovery.

• Nocibé the number 3 in term of turn over but the number 2 in term of distribution network with 360 stores in France.

• Douglas the new incoming since 2005

There are too 2 chains of franchises : Beauty Success (188 stores) and Passion Beauté (190 stores).

We can add the para pharmacology and the shopping centres as competitors in this market.
We can say the main stakes in this market are prices and differentiation.

Conclusion

Marionnaud had known problems but it's the leader of the market. I think thanks to its strategies of proximity, of price, of development in the world, Marionnaud can stay the leader for a long time.