Fragrance performance now outweighs brand prestige, says Beguile
July 28, 2026 12:05 am
The Product Distribution Manager at Beguile Fragrances, Onyekachukwu Nwonah, has said Nigeria’s hot and humid climate is driving a shift in consumer preference as more perfume buyers prioritise long-lasting fragrances over designer labels.
According to the firm executive, customers are increasingly asking about fragrance concentration, projection and wear time before making a purchase. He said this reflects a growing awareness that premium value lies not only in a brand’s reputation but also in how well a perfume performs throughout the day.
According to Nwonah, Nigerian consumers’ expectations have changed significantly in recent years.
“People want fragrances that can carry them through the day without fading,” Nwonah said. “It is no longer enough for a perfume to smell beautiful at first spray. Consumers now expect performance that lasts, especially in a climate like Nigeria’s.”
He noted that customers now ask practical questions about whether a fragrance can last through long workdays, hours spent in traffic and evening engagements without requiring repeated application.
The statement read, “Buyers now want to know how long a perfume will actually last, how far it projects and whether it can survive an entire day. Performance has become one of the biggest deciding factors.”
Nwonah said fragrances formulated as Eau de Parfum generally perform better because they contain a higher concentration of perfume oils than lighter alternatives.
He explained, “Base notes such as amber, musk, vanilla, oud, cedarwood and patchouli evaporate more slowly “They allow a fragrance to develop gradually and remain noticeable for much longer.”
He further stated that one fragrance benefiting from the growing demand for longevity is Goddess by Beguile, an amber floral perfume that combines bergamot, pineapple and saffron with jasmine, vanilla, amber, cedarwood and musk.
According to the company, the fragrance offers between eight and 12 hours of wear with strong projection. Retailing at about N80,000 for a 100ml bottle, it is positioned below many international luxury fragrances that often sell for more than N150,000.
The company believes that despite the growing popularity of newer premium brands, internationally recognised fragrances such as Carolina Herrera’s Good Girl, Yves Saint Laurent’s Black Opium, Lancôme’s La Vie Est Belle, Maison Francis Kurkdjian’s Baccarat Rouge 540, Parfums de Marly’s Delina and Tom Ford’s Black Orchid continue to command loyal followings because of their reputation for longevity and distinctive scent profiles.
Akinlotan is a journalist at Punch Newspapers with over eight years of experience reporting on politics, social justice, motoring, railways, and aviation. His work focuses on accountability, public interest, and social change, producing stories that inspire reform and amplify underrepresented voices. Akinlotan’s reporting reflects extensive newsroom experience, editorial insight, and a strong commitment to accurate, impact-driven journalism.
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