NEW YORK--Scented bath and body products and aromatherapy items continue to redefine the fragrance category in chain drug stores, gaining share at the expense of traditional scented products and propelling a market that had been in decline.
Of the category's top 10 brands in drug, food and discount outlets, three now fit the new profile of a fragrance product, according to Information Resources Inc. (IRI). Those include the category's No. 1 and No. 2 sellers, Body Fantasies body sprays from Parfums de Coeur Ltd. and Calgon body mists from Coty Inc., as well as 10th-place brand The Healing Garden, an aromatherapy line from Coty Inc. A year ago none of the three brands even made the rankings.
"The days when fragrance was juice in a bottle are over," notes one category manager at a drug chain in the Midwest. "Fragrance now is anything from a body lotion to a pillow spray. And thank goodness, because the new products have saved the category from evaporating faster than a cheap perfume."
Retailers can now choose from nontraditional fragrances from a host of …
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