Ecommerce Beauty French Fragrance Brands Stats

Overview of the performance of Top French Fragrance Brands in Europe

The data provided offers key insights into the online performance of 4 top French fragrance brands, Chanel, Dior, Guerlain and Yves Saint Laurent in United Kingdom, Germany, France, Italy and Spain. The analysis has been performed scouting around 40000 single Urls for, representing more than 200 different resellers and comparing the discounted price with the official Suggested Retail Price (SRP).
Resellers are classified in:

B&M-online: retailers that have at least a relevant share of business done in Brick & Mortar
Website: pure players or retailers with a minor share of business done in Brick & Mortar
Marketplace: Amazon or similars
Private: privates selling the brand products through platforms like Ebay

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and also by quality:

A++: department Stores online
A: international chains or relevant high qualitative players
B: others retailers mostly authorized
C: unauthorised or gray market players

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Data has been collected in the month of February and March 2025.

Online Presence:

The data shows the strong presence of resellers offering these brands' products online in in the UK and Germany compared to France, Italy, and Spain with some "leaders" in online presence for each market: Guerlain in the UK and Italy, Dior in Germany, Chanel in Spain. The most present brand in France is YSL no matter the two leaders of the market in fragrances are Chanel and Dior. This lead to the conclusion that particularly for France, Chanel and Dior, but also Guerlain (all in-house brands) try to control closely their presence online in the home country more than what YSL, part of L'Oreal Group, is able to do.

Quality of the online presence:

The data shows how widespread Chanel, Dior, Guerlain and YSL are in the different clusters of retailers across the 5 markets. Chanel has the lowest presence in Cluster B & C, while on the other side YSL is overly represented in such two clusters.

Level of promotion:

The data shows how promotional Chanel, Dior, Guerlain and YSL are online. Chanel is the less aggressive brand online in terms of discounting, with 70% of the offers with an average discount above 10%. Guerlain and YSL are the most aggressive with more than 60% offers above 10% and Guerlain even more having 40% of the offers above 30% discount. This lead to the conclusion that probably the scarsity of the product in gray market allows to control better the real retail price as in the case of Chanel

Average Discount by Country:

Spain confirms to be the most discounted country in Europe for YSL and Guerlain, while France represents the worst in class for Chanel and Dior

Average Srp vs Real Prices

Chanel, Dior and Guerlain are quite aligned in terms of Average Suggested Retail Price while YSL positions itself at 90% from them.
In terms of average Real Retai Price, Chanel shows to be even more expensive, thanks again probably to scarsity of products on grey market, while Guerlain is affected by an higher level of discount online that position it at the level of YSL so losing its premium position close to Chanel and Dior

Conclusions

Control over the online presence is key to maintain a premium position in the market. Chanel and Dior are the best examples of this, with a strong presence in high-quality retailers and a low level of discounting. YSL and Guerlain, on the other hand, is more aggressive in terms of discounting and has a higher presence in lower-quality retailers. This analysis highlights the importance of monitoring online presence and pricing strategies to maintain a competitive edge in the fragrance market. Brandiving offers a solution to monitor the online presence and pricing strategies of these brands, allowing them to make informed decisions and stay ahead of the competition.

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