Functionality could make way for fragrance, but the French have a very fixed idea of what constitutes 'fragrance' - understandably for a nation that invented it and counts Chanel and other famous names as part of its heritage. French women are unlikely to pay more for a fragranced deodorant and very unlikely to use one instead of their fine fragrance of choice
The greatest potential in the market currently appears to be in the men's sector, which is already out-performing the women's. Men are less precious about fine fragrance, use less of it and are more open to bodysprays, although in France these are likely to be termed 'deodorising edts
