Superdry Brings its Much-Awaited Fragrance & Personal Care Line to India A versatile gym-to-street range for both Men & Women
Iconic British fashion and lifestyle brand – SUPERDRY introduces a collection of premium fine fragrance that truly encapsulates the spirit and energy of SuperdrySport
The offerings comprise of highly desirable scents for both men and women, including the stunning classic signature line and, the high-impact Sport fragrance, which particularly resonates with today’s trend for sport-inspired fashion and beauty. A tight edit of active body sprays and invigorating body & hair washes are delivered in a standout neon design with industrial twists. Each bespoke sport blend is designed to refresh and stimulate. Translating the on-the-go attitude of today’s consumer, the brand has introduced a range of personal care products, which includes Body Sprays, EDT Perfumes, Body & Hair Wash and compact travel kits. The collection is charged with cutting-edge design, vibrant colour statements and prestige packaging formats to reflect Superdry’s core trend-led values.
The art of accessorizing spans well beyond shoes and handbags; Superdry with its premium fine fragrances, personal care products and gift sets, brings to India its remarkable collection encompassing the energy and spirit of Superdry. The introductory Superdry premium fragrance collection comprises of two exclusive Eau De Toilette variants and the SuperdrySport Fragrance collection offers a wide range of high spec, soft touch, neon finishes body sprays and washes with trending ingredients, trims and finishes straight from mainline sportswear. The collection captures the spirit of sport with Re:charge, Re:vive, Re:active and Re:ignite essentials. Stimulating strength and combining high performance with attitude, the collection comprises of four variants of body sprays, four variants of body washes and six gift set options for both men and women.
The line (new category) is available at only selected Superdry flagship stores. Developed for the masstige market, the products will shortly be distributed through major department stores and specialist beauty retailers PAN India. The fragrance collection is priced between INR 399 to INR 3599 and the gift sets are at a starting price point of INR 999 to INR 4999
Commenting on the launch, Manu Sharma, Business Head, Superdry, said, “Superdry as a brand is known for constantly innovating, experimenting and pushing ourselves to design the most iconic products. Our SuperdrySport performance grooming series is meant to break free from the traditional personal care products and create a new range of suitable products for all your gym to street requirements. After our launch of SuperdrySport stores in India in November 2018, it was always our strategy to continue to introduce new categories as part of our expansion plan in India. We see a huge potential in this market which is projected to grow at 50% to 3000 crores in the next 5 years. Our accessible price points will attract a lot of new customers and reduce the entry to the brand from Rs. 1299 to Rs. 399 for the body sprays. We will be available in 1000 shopping doors and should have 5% of the market share in the next 3 years”
According to Research & Markets study, India deodorant market is expected to grow with a CAGR of more than 15% over the next five years out of which the aerosol/spray form of deodorant is expected to continue its dominance over 2017-2022. According to ‘India Fragrance Market Outlook, 2022′, the demand for fragrance products has been driven by rising disposable income, the importance of personal grooming, emergence of working women in India and the hot, humid and tropical climate conditions of India. Rising demand for perfumes from working professionals is one of the major growth drivers for perfume industry.