ClickZ Fragrances Newsletter - 11.28.2024

PLUS: WeWoreWhat launches a timeless scent inspired by NYC

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 7 minutes

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ClickZ Fragrances is your essential newsletter for fragrance e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns captivate and your sales soar this holiday season!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

WeWoreWhat, led by Danielle Bernstein, has debuted its first fragrance, WeWoreWhat 001, in partnership with Parlux. Drawing inspiration from the luxuries of New York City, the scent combines warm and seductive notes for an addictive, timeless aroma crafted by renowned perfumer Jérôme Epinette.

The launch showcases the potential of leveraging personal branding, storytelling, and aspirational city-inspired themes to create compelling product narratives that drive consumer engagement and online sales.

Matcha and watermelon-inspired perfumes saw notable search growth, signaling rising consumer curiosity about unique, fresh scent profiles. The increasing popularity of discovery sets reflects a demand for exploratory, trial-friendly options in fragrance shopping. Jean Paul Gaultier emerged as the most-searched brand, followed by True Religion, showcasing shifting consumer preferences. These trends highlight opportunities to spotlight unconventional scents, curate discovery kits, and leverage high-interest brands to attract and engage fragrance shoppers effectively.

Gourmand fragrances, inspired by sweet treats, are gaining popularity, offering comfort and nostalgia. These scents balance indulgence with elegance, using notes like vanilla and tobacco. The trend reflects a desire for wellness and emotional connection, appealing to both perfume enthusiasts and mass consumers seeking familiar, comforting aromas.

Fragrance trends for 2025 showcase a shift toward sophisticated "neo gourmand" scents, featuring notes like buttercream, toasted almonds, and savory inspirations such as truffle and tomato leaf. These blends evoke complexity and nostalgia, appealing to adventurous consumers. Milky drink-inspired fragrances, with coffee and matcha notes, continue to grow in popularity, while hair perfumes gain traction as a budget-friendly way to enjoy luxury scents.

Advancements in technology are driving improvements in fragrance longevity and strength, catering to evolving preferences. These trends highlight opportunities to spotlight unique scent profiles and innovative formats to engage a diverse and curious audience.

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 😮‍💨

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending 

Criteo on LinkedIn: CPG’s set to take off this Black Friday

As Black Friday approaches, what categories are set to soar? Our latest report, The State of CPG, reveals how last year’s hashtag#BlackFriday delivered triple-digit growth in the US for categories like skincare, perfume & cologne, coffee, and hair styling products.

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