Did you know that?
Men buy their eau de toilette in supermarkets more often than women!
And yes, 35% of them use a perfume bought in supermarkets on a daily basis. The key to this purchase is the DEODORANT. This is what the Unilever group has understood perfectly with its Axe brand. With each new fragrance, the group launches shower gel, deodorant and eau de toilette. So that men can be offered a complete basket!
Other motivation for men for this purchase in large stores = the moderate price. Indeed, the average price is 9,6€ vs 30/40€ in selective.
While women frequently change perfume brands, women men are much more loyal. It is therefore a real asset for the brands sold in supermarkets. Thus the number one brand has been for several years = Scorpio of the Henkel group (with 20% of market share) and the best-selling fragrance remains the emblematic = Scorpio Red which was launched in 1989! But Original crude (a Unilever brand launched in the 1960s) remains very close.
Therefore, the Eaux de Toilette boxes in supermarkets will once again remain the safe bet for Christmas shopping!
