ClickZ Fragrances Newsletter - 10.24.2024

PLUS: Discover Vogue Editors' Signature Fragrances

Author

Marina Mouka
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Signature Scents 🌸

In the realm of personal fragrance, Vogue editors offer a compelling glimpse into the diverse world of signature scents. The pursuit of a unique aroma is both a personal journey and a reflection of individual style, as evidenced by the editors' varied preferences. From the universally appealing Maison Francis Kurkdjian Paris Baccarat Rouge 540 to the woody allure of Maison Margiela Replica Jazz Club, these selections highlight the editors' discerning tastes. Notably, the editors' choices reflect broader industry trends, such as the resurgence of classic notes and the innovative blending of unexpected elements.

The editors' insights reveal a nuanced understanding of fragrance as both an art and a science. For instance, Kiana Murden's preference for Jo Malone's Hinoki & Cedarwood Cologne Intense underscores a trend towards seasonally adaptive scents, while Hannah Jackson's affinity for Glossier You illustrates the growing demand for fragrances that harmonize with individual skin chemistry. These choices are not merely personal; they reflect a broader shift towards fragrances that offer both familiarity and innovation.

Moreover, the editors' selections underscore the dynamic nature of the fragrance industry, where traditional boundaries are continually redefined. The embrace of unisex scents, as seen in Chloe Malle's preference for Frederic Malle's Cologne Indelebile, highlights a move towards inclusivity and versatility. This evolution is further exemplified by the editors' willingness to explore and experiment, as they navigate the complex landscape of modern perfumery.

Maison Louis Marie

Maison Louis Marie, a clean indie fragrance brand, thrives by embracing botanical roots and accessible luxury. Their strategic growth involves careful market expansion, sustainable practices, and maintaining brand integrity. With a focus on slow, methodical scaling, they navigate challenges in a competitive niche fragrance market successfully.

Vanilla and caramel gourmands lead TikTok's fragrance trends for Fall 2024, with 2.9 million searches. Gender-neutral scents and unique niche fragrances follow closely. Perfume aesthetics and oud scents also gain traction. These trends highlight a shift towards inclusivity and individuality in fragrance preferences, offering brands new opportunities.

Interparfums' sales rose 15% to $425 million, driven by strong demand for prestige fragrances. European sales increased by 21%, while U.S. sales grew 9%. Brands like Lacoste and Roberto Cavalli contributed significantly. The fragrance market is expanding, with new entrants and niche brands enhancing competition and growth opportunities.

Insight of the Week 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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