Should your shop stock eau de parfum or eau de toilette?

What is the difference between eau de parfum and eau de toilette?

Eau de parfum generally has a higher concentration of fragrance oils than eau de toilette, but the label alone will not tell you exactly how either version will smell or wear. Concentrations vary between products, and an eau de parfum and eau de toilette bearing the same fragrance name may have different compositions. Treat them as distinct products rather than assuming one is simply a stronger version of the other.

For a retailer, that means checking the full product name before choosing stock or writing a listing. A customer asking for a particular eau de toilette may not regard the eau de parfum as an interchangeable substitute. Equally, someone seeking eau de parfum may be looking for that specific version, not just any product in the same fragrance family. Keep the strength clear on shelf labels, stock records and online product titles.

Our range covers eau de parfum and eau de toilette, followed by parfum, eau de cologne, body mist and deodorant spray, in that order by breadth of range. These are product distinctions worth preserving. For example, 4711 Original Eau de Cologne 100ml is an eau de cologne: it should not be presented as an eau de toilette simply because the bottle is a familiar fragrance size.

Which one sells better?

Neither strength is automatically the better choice for every reseller. Decide what to hold by looking at the named fragrances your customers request, the products you already offer and the space you can give to each version. A general preference for eau de parfum or eau de toilette is less useful than knowing whether a customer wants a particular product in a particular strength.

If you are deciding between versions of one fragrance, check whether customers recognise and ask for both. Holding both can give them a clear choice, but only if you can keep the versions distinct in your shop or catalogue. If space is tight, select the version that best fits the requests you receive rather than treating eau de parfum as an automatic upgrade from eau de toilette.

Think about the rest of your fragrance selection too. Our range is broadest in products for women, followed by men and then unisex products; that describes the range we stock, not a stocking plan for every shop. A pharmacy, salon, market trader and online seller may each need a different balance. Start with the products and strengths that make sense alongside your existing selection, then assess individual fragrances rather than making a blanket decision for a whole category.

Which sizes should a shop hold?

Start with the sizes that suit your shelf space and the way you present each fragrance. Across our range, the sizes with the broadest choice of lines are 100ml, then 50ml, 30ml, 200ml, 75ml and 150ml. That gives you a practical order in which to browse the range, not a reason to hold every size of every product.

A compact selection might focus on one size per named fragrance so that customers can compare different products without the display becoming repetitive. If you have room for more than one size of a particular line, make the size as visible as the fragrance name and strength. Two bottles with similar packaging can otherwise be easy to confuse on a shelf or in an online stock record.

Sizes also vary within product families. The lines listed on our site include 4711 Original Eau de Cologne 25ml, 4711 Original Eau de Cologne 100ml, 4711 Original Eau de Cologne 200ml and 4711 Original Eau de Cologne 400ml. They are all the brand’s eau de cologne, but each is a separate size choice. Check the exact product available rather than assuming that a size offered for one fragrance, or one strength, is offered for another.

Does the strength change how a product should be listed?

Yes. Put the brand, full fragrance name, strength and size in the listing title, and use the same details on the product page and in your stock records. Write “Eau de Parfum” or “Eau de Toilette” as it appears on the product rather than using a generic “perfume” label for both. If a fragrance has several versions, give each its own listing and match the images and description to that version.

The same care applies beyond eau de parfum and eau de toilette. 4711 Floral Collection Jasmine Eau de Cologne Spray 100ml and 4711 Floral Collection Rose Eau de Cologne Spray 100ml differ by fragrance name, while 4711 Original Eau de Cologne 100ml differs from them in both name and presentation. Using each complete product name helps a buyer identify the item they intend to order.

Every line we supply is the brand’s own product in its retail packaging and is batch-coded. Use the packaging to verify the wording when preparing a listing, including whether “Spray” forms part of the name. Do not add a strength that is not on the product or describe one version using details taken from another. Accurate titles make it easier for customers to compare your stock and for you to pick the right item when an order comes in.