ClickZ Fragrances Newsletter - 12.12.2024

Fussy's Santa-Scented Deodorant Campaign

Author

Zihan Lyu
December 12, 2024 • Estimated Reading Time: 6 minutes

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ClickZ Fragrances is your essential newsletter for fragrance e-commerce professionals. As the holiday season approaches, we're here to help your campaigns hit the mark.

Top Reads 🌟

Fussy new campaign introduces a Santa-inspired deodorant with a playful twist. Created by 10 Days, the ad humorously explains a suspicion of his parents Santa-like scent. Featuring notes of Tonka beans, leather, and sandalwood, this unique scent aims to disrupt traditional festive marketing with its bold creativity.

Curious about how other brands fared this Black Friday? Fospha’s latest report dives into key performance channels, standout strategies, and industry benchmarking data for this peak season. Perfect for digital marketers and eCommerce leaders, it’s packed with actionable insights to contextualize your 2024 results and sharpen your strategy for 2025.

From The Shop Floor

The Rolling Stones have launched RS No.9, their first fragrance, capturing their iconic style and rebellious spirit. Developed with Nirvana Brands, it embodies 1960s Soho energy. Limited to 999 bottles, it features notes of bergamot and oud. This strategic brand expansion offers fans a unique collectible experience.

Interparfums acquisition of Off-White fragrance and cosmetic trademarks marks a strategic expansion into luxury streetwear beauty. This collaboration leverages Off-White unique brand positioning and Virgil Abloh creative legacy, offering new opportunities in the luxury fragrance sector. The deal aligns with Interparfums broader market initiatives and strategic growth plans.

Francis Kurkdjian revitalizes Dior’s Gris Dior by intensifying its colors, creating a modern, chic fragrance. He respects the original while enhancing its power, aligning with Dior iconic style. This strategic innovation offers marketing professionals insights into balancing tradition with contemporary appeal, emphasizing narrative-driven product development in luxury branding.

Maison 21G is transforming luxury hospitality with bespoke scents, enhancing brand identity through olfactory experiences. Collaborations with Mandarin Oriental Singapore and others showcase their expertise in creating immersive, eco-friendly fragrances. This strategic approach positions Maison 21G as a leader in the luxury fragrance industry.

Influencer Corner 📣

Tommy Clark on LinkedIn: Every marketer should study the masterclass Shopify just put on in content marketing

1️⃣ Founder-led content: Posts by Shopify’s CEO and President outperformed the brand account by 40x. Personal beats corporate.
2️⃣ Post more, win more: During BFCM, Harley posted 19 times on X. Tobi, 12. Frequency drives results.
3️⃣ IRL → URL: Turning a Vegas Sphere ad into viral social content shows how to scale big ideas digitally.
Smart, relentless, and impactful—this is how you dominate marketing moments.

Small-scale, big impact: The power of intimate brand activations

From Glossier’s NYC pop-ups to Prada’s flower cart and rhode skin’s photobooths, brands are showing that smaller, in-person experiences can create unforgettable moments.
The key? Personal, accessible activations that leave a lasting impression.

Jordan West on LinkedIn: Here are the highlights from TikTok Shop BFCM 2024👇

165% shopper growth YoY, $100M+ in Black Friday sales (3x last year), and a jaw-dropping 7.5 billion impressions on shopping hashtags! The momentum is undeniable.

Jordan’s bold prediction: TikTok Shop will hit $1 billion GMV by BFCM 2025. 💰

Performance Pulse 📈

AI is transforming retail by enhancing product recommendations and shopping experiences. Retailers like Amazon and Walmart are leveraging AI for personalized marketing, while advertisers explore new digital tactics. Consumers benefit from faster, potentially cheaper shopping. However, careful implementation is crucial to avoid discomfort and ensure strategic success.

Ad Age is spotlighting Gen Z innovators reshaping advertising and marketing. Their digital fluency and emphasis on diversity drive industry transformation. The 2025 Gen Zers to Watch list will feature at the NextGen Marketing Summit, highlighting their strategic impact on consumer trends and marketing strategies. Nominations are open until January 31, 2025.

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