ClickZ Fragrances Newsletter - 10.10.2024

Crafted by Alberto Morillas, Inspired by Limitless Credit Cards

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from AdWeek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🌸

Bottega Veneta

Bottega Veneta's new fragrance collection, launching under Kering Beaut, marks a significant milestone for the brand. Developed in less than two years, this collection of five scents embodies the essence of Bottega Veneta, reflecting its elevated positioning in the luxury market. Under the creative direction of Matthieu Blazy, the perfumes draw inspiration from Venice, a city known for its rich cultural history. The refillable bottles, reminiscent of Murano glass, and the use of Verde Saint Denis marble, highlight the brand's commitment to craftsmanship and sustainability. Each fragrance, such as "Come With Me" and "Acqua Sale" weaves together natural ingredients like vetiver, creating a narrative through scent.

The collection's design elements, including wooden caps and Carlo Scarpa-inspired gold rings, further nod to Venetian architecture. This launch is not just a product release but a strategic expansion of Bottega Veneta's universe, integrating its fashion heritage with the world of fragrance. The initial rollout will occur in select Bottega Veneta stores and online, with a broader release planned for 2025, particularly targeting North Asia. Priced at 390 euros for a 100-ml bottle, the collection positions itself as a premium offering, aligning with the brand's luxury ethos and innovative spirit.

Philipp Plein launched No Limits Platinum perfume at his Cannes villa, inspired by limitless credit cards. The fragrance, crafted by Alberto Morillas, features tangerine, sage, and patchouli notes. Plein also introduced eyewear by De Rigo, aiming for affordability. His products reflect luxury and innovation in design.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Signature Scents 🍃

Men's fragrances are outpacing women's, growing 15% year-to-date, driven by luxury brands like Dior and YSL. Social media and experiential retail boost this trend, with Gen Z and Alpha engaging more. The focus is on aspirational yet relatable marketing, balancing luxury with accessibility for global appeal.

DKNY

DKNY's new 247 fragrance captivates with its complex blend of floral, woody, and musky notes, embodying New York City's vibrancy. The scent's evolution throughout the day leaves a lasting impression, garnering numerous compliments. This perfume creates powerful olfactory memories, connecting wearers to the city's dynamic energy and allure.

Luxury perfumes offer long-lasting, unique scents due to high-quality ingredients and concentration. They often feature sophisticated notes like precious flowers and woods, distinguishing them from mass-market options. While more expensive, these fragrances provide a memorable olfactory experience, making them a worthwhile investment for fragrance enthusiasts.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division