ClickZ Fragrances Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Marina Mouka
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Digital olfaction company Osmo has launched Fragrance 2o, merging AI and perfumery. The Beta Program, now open to US and European brands, promises faster scent creation and market advantage. Osmo's tech digitizes and innovates scents, ensuring quality and sustainability, while reviving rare fragrances like saffron and peony.

The niche fragrance line leans into the world of wellness. (Vyrao)

L Catterton has invested in British fragrance brand Vyrao, founded by Yasmin Sewell. This marks Vyrao's second funding round, with participation from Manzanita Capital and Estee Lauder's venture arm. The niche brand focuses on wellness, reflecting a growing trend in the beauty industry.

Francis Kurkdjian, the mastermind behind Baccarat Rouge 540, has revolutionized the luxury fragrance industry. Known for his innovative approach, Kurkdjian's journey from creating scents for Baccarat to becoming the perfume-creation director at Christian Dior is nothing short of remarkable. His philosophy? A great perfume must tell a story, not just smell good.

Baccarat Rouge 540, initially a limited-edition fragrance, skyrocketed in popularity thanks to its unique blend of synthetic aromachemicals. Despite mixed reviews, it became a global sensation, especially on TikTok. Now, Kurkdjian continues to innovate at Dior, balancing tradition with modernity, and always looking ahead to the next big thing in perfumery.

Hellmann's released the world's first parfum de mayonnaise, Will Levis No. 8, in partnership with NFL quarterback Will Levis.

Hellmann's and Edelman US created a mayonnaise-inspired fragrance, Will Levis No.8, capitalizing on the viral moment of Titans quarterback Will Levis adding mayo to his coffee. The campaign, blending humor and seriousness, aims for both short-term virality and long-term brand building, enhancing Hellmann's market presence.

Interparfums reported an 8% increase in gross margin for the first half of 2024, reaching €274.4 million. Sales rose by 7% to €422.6 million. CEO Philippe Benacin expressed confidence in meeting the full-year sales target of €880-900 million, citing strong summer activity.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

ClickZ is a Contentive publication in the DTC Ecommerce division