ClickZ Fragrances Newsletter - 11.14.2024

Holiday Marketing Strategies for Long-Term Customer Loyalty

Author

Zihan Lyu
November 14, 2024 • Estimated Reading Time: 6 minutes

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Signature Scents 🌸

Not Normal has launched a new commercial for Ésika, a beauty brand celebrating Latin American diversity. Directed by Rotem Solomon, the ad showcases the talents of Guido Donadio and Sebastián Regiani. The team successfully captures the vibrant essence of Latin culture, emphasizing authentic representation and innovation.

Coty's prestige fragrance sales surged in Q1 2025, boosting overall net revenue by 5%, despite a 3% drop in mass beauty sales. The fragrance market remains robust, with consumers prioritizing beauty. Coty's net income improved significantly, reflecting strong performance in prestige fragrances and strategic market positioning.

Danielle Bernstein's WeWoreWhat launches its first fragrance, WeWoreWhat 001, in collaboration with Parlux. Debuting online and later at Ulta Beauty, it features notes like cedarwood and fig. Despite past controversies, Bernstein's brand thrives, leveraging a strong direct-to-consumer strategy and loyal customer base.

Skylar's Vanilla Sky fragrance won the People's Choice Award at the Scentbird Digital Fragrance Awards, highlighting its popularity among fragrance enthusiasts. Known for clean, hypoallergenic scents, Skylar blends luxury with sustainability. This accolade underscores their commitment to quality and environmental responsibility, redefining the fragrance industry with innovative, safe products.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets.

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for eCommerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving eCommerce landscape.

ClickZ is a Contentive publication in the DTC Ecommerce division