22 February 2023, Mumbai
Shanaya Kapoor is brand ambassador for Madame Fragrances.
Her popularity with the young audience, coupled with her style and grace, was seen as perfectly aligned with the brand, making her the ideal face. The fragrances would be launched across all of Madame’s stores across India.
Madame Fragrances is a part of Madame, the western wear brand for women. Launched in 1993, Madame has 500 retail touch points, including 150 exclusive branded outlets, large format stores, and other leading retail outlets.
The fragrance category has been growing at a rapid rate of 150 per cent over the last two years in India.
In pursuit of wellness, millennials are now driving the fragrance market. Both offline and online players are active in this segment. The scent trend has, especially, picked up in Tier II and III cities where consumers are open to investing in new formats of fragrances. Fragrances are also seen as affordable luxury as people indulge in spending on aspirational and premium brands to satisfy that need.
Fragrance buying is also seen as a gifting option. Hence, major surges are seen during festivals such as Diwali, Christmas and Raksha Bandhan besides the wedding season. Valentine’s Day week was the largest sales event in the fragrance event calendar.
