, China
Source: Bvlgari website

Bvlgari wants to tap into China’s male fragrances market

The market is projected to surge at a 10% compound annual growth rate between 2023 and 2027. 

Bvlgari Fragrance has relaunched its Bvlgari Pour Homme Cologne in China in a bid to capitalise on the growing male fragrances market, GlobalData reported. 

The market is projected to surge at a 10% compounded annual growth rate (CAGR), GlobalData noted. 

“The Chinese fragrance market is dominated by female fragrances. However, akin to the trend in the male cosmetics space, consumer spending on male fragrances is rising rapidly. Within the male fragrances category, the premium segment is set to outpace the mass market segment,” Bobby Verghese, Consumer Analyst at GlobalData, said. 

“This is primarily due to increased gifting of premium, luxury, and prestige fragrance labels on special occasions, such as the Chinese New Year/Spring Festival and the Mid-Autumn Festival. Tmall’s Single’s Day and JD.com’s 618 shopping festivals have also played a pivotal role in accelerating sales of male fragrances.”

Read more: Luxury retailers to expand China offerings to other festivals: report

Kiki Wu, Consumer Business Development Manager at GlobalData China, noted that the brand is catching up with other luxury brands in China, such as Chanel, Giorgio Armani, Dior, and Givenchy. 

It is in particular, leveraging a combination of experiential marketing and social media campaigns. 

“The Zhang Garden pop-up store is decked with art installations and a perfume sampling area to attract young, experience-seeking Millennials and Gen Z cohorts,” Wu said. 

“The store can help the company in acquiring new consumers, given that 40% of Chinese male respondents in GlobalData’s consumer survey say that a positive sampling experience motivates them to try new scents and fragrances.”


Follow the link for more news on

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Event News

Event News

Digitalisation and sustainable retail on the rise in post-pandemic Indonesia
Retail Asia Jakarta Forum discovers new trends, preferences and passions in 2023 from industry leaders and experts. The Retail Asia Jakarta Forum rolled out at the Pullman Hotel last 4 May 2023 with industry experts dishing out interesting insights on how physical stores should be redefining what’s attractive to shoppers, understanding their preferences, and sharing in their passions for eco-friendly brands.