ClickZ Fragrances Newsletter - 10.17.2024

PLUS: Messi's diversity inspired Eau de Parfum for the holidays

Author

Marina Mouka
October 17, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Signature Scents 🌸

Jaeger-LeCoultre

Jaeger-LeCoultre, a Swiss luxury watchmaker, is expanding into fragrances through its Made of Makers program. This initiative invites artists to create works reflecting the brand's values. French perfumer Nicolas Bonneville crafted three unique scents, not for sale, using rare ingredients and high concentrations. These fragrances will be gifted to clients during the holiday season, embodying Jaeger-LeCoultre's identity.

The first scent, The Timeless Stories, features woody and leathery notes inspired by the Reverso watch. The Celestial Odyssey, inspired by celestial bodies, combines patchouli, ambergris, and vanilla. The Precision Pioneer pays homage to watchmaking with incense and vibrant woods. Each fragrance is elegantly packaged, highlighting Jaeger-LeCoultre's commitment to creativity and precision.

Messi Eau de Parfum

Lionel Messi launches his first fragrance, Messi Eau de Parfum, reflecting his global persona. The scent, inspired by the World Cup's diversity, comes in a navy blue bottle shaped like Messi's logo. A gift set includes body wash and a toiletry bag, available at The Messi Fragrances webstore.

Merit, known for minimalist beauty, enters fragrance with Retrospect, a complex scent crafted over two years. Collaborating with perfumer Fanny Bal, it features notes like bergamot and jasmine. As a concentrated extrait de parfum, it offers lasting impact. Launching October 22, it reflects Merit's innovation and quality focus.

Coty celebrates its 120th anniversary by highlighting its impact on perfumery and unveiling future innovations. The Paris event showcases iconic scents and new technologies like Molecular Aura. Coty remains a leader in fragrance, blending heritage with cutting-edge science to shape the industry's future.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

ClickZ is a Contentive publication in the DTC Ecommerce division