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  • ClickZ Fragrances Newsletter - 09.06.2024 (Internal Send)

ClickZ Fragrances Newsletter - 09.06.2024 (Internal Send)

PLUS: Gigi Hadid's golden Rabanne debut and Creed's $30M bet on amber fragrances.

September 06, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Rabanne has named Gigi Hadid as the face of its new fragrance, Million Gold For Her. The campaign, featuring Hadid in a Swarovski-encrusted dress, promotes individuality and empowerment. The fragrance, available in multiple sizes, includes complementary products and is set to Beyoncé's "PureHoney."

Loewe Perfumes is kicking off fashion month in an unexpected way—a beauty collaboration. The Spanish fashion house is known for its aesthetically pleasing Botanical Rainbow of fragrances, and today's announcement emphasizes the botanical nature of the scents: three of the Rainbow's most iconic scents have been reimagined with bottle stoppers from porcelain company Lladró.

Leonardo da Vinci and Perfumes of the Renaissance is an exhibition at the Château du Clos Lucé that takes you on a multisensory journey through the life of da Vinci and his mother, Caterina. The exhibit features paintings, sculptures, fashion, and technology, but the real kicker? Fragrances from the Renaissance, reconstructed by Givaudan perfumers, that let you literally sniff history.

Curators Carlo Vecce and Pascal Brioist have woven a rich tapestry of scents and stories. Caterina's journey from Circassia to Constantinople and Venice is illustrated with olfactive ingredients like cinnamon, myrrh, and Damask rose. Da Vinci's own experiments with fragrance extraction methods are showcased, including his work with alembic apparatuses and enfleurage techniques. You can even smell the orange blossom accord that evokes the Tuscan landscape he left behind.

Inside the “Leonardo da Vinci and Perfumes of the Renaissance” exhibition. Courtesy of the Château du Closed Lucé

The exhibit doesn't just stop at da Vinci. It dives into the olfactory histories of the Renaissance, featuring scents from Giovanventura Rosetti's 1555 treatise on perfume-making and the fragrant attire of Milanese nobility. Even da Vinci's paintings get the scent treatment, with a black amber necklace hanging before a reproduction of "Lady With an Ermine."

Creed's new Amber Universe collection, featuring Centaurus and Delphinus fragrances, launches with prices from $400 to $565. Expected to generate $30 million in its first year, the collection emphasizes customer experience and exclusivity, with extensive marketing efforts including pop-ups and 272,000 samples distributed globally.

In a strategic move, Dior has appointed Benedetta Petruzzo, former CEO of Miu Miu, as its new managing director. Delphine Arnault, Dior's chairman and CEO, confirmed Petruzzo's start on October 15, praising her talent and leadership. Petruzzo succeeds Charles Delapalme, who will take on new responsibilities within LVMH. This appointment reflects Dior's ability to attract top-tier talent and underscores the brand's commitment to growth and innovation. Petruzzo's expertise is expected to further enhance Dior's global influence and success.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

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