ClickZ Fragrances Newsletter - 12.19.2024

PLUS: Victoria Beckham's scent success & AVESTAN hits NYC

Author

Rachael Kennedy
December 19, 2024 • Estimated Reading Time: 7 minutes

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ClickZ Fragrances is your essential newsletter for fragrance e-commerce professionals. This will be our final edition of 2024, so on behalf of the entire ClickZ Team, we wanted to wish you a very Happy Christmas. We will be back in January 2024 to provide insight into how to navigate the e-Commerce landscape.

Top Reads 🌟

Unilever’s $100 million investment in its own fragrance house marks a pivot towards in-house innovation, aiming to transform its brand portfolio with cutting-edge fragrance design. By recruiting top-tier perfumers from the UK, US, and India, Unilever seeks to blend global expertise with digital technology, including AI, to craft fragrances that resonate with consumers.

This initiative aligns with Unilever’s Growth Action Plan, promising brand superiority through a hybrid model that integrates internal capabilities with existing partnerships. The appointment of Mathieu Lenoir as Global Creative Centre Director also underscores Unilever’s commitment to this transformative journey, leveraging his extensive industry experience.

The new fragrance house will harness neuroscience and AI to create scents that enhance emotional well-being, exemplified by Lux research with the University of Liverpool. This approach not only accelerates product launches but also differentiates Unilever in competitive markets. The hybrid model maintains vital relationships with external fragrance houses while enhancing in-house expertise, ensuring consistent product superiority.

Victoria Beckham Beauty has succeeded in its strategic pivot in the saturated beauty market, driven by Beckham’s perfectionist ethos. For marketers, her brand serves as a case study in the power of precision, collaboration, and consumer-centric innovation, offering valuable insights into sustainable brand growth.

Her latest fragrance, 2150 Rêverie, underscores an approach that defies conventional tactics. Unlike the rapid-fire launches typical in the industry, Beckham’s brand thrives on precision and timing, releasing products only when they meet her exacting standards. The success of 2150 Rêverie, which quickly became the top-selling scent in Beckham’s portfolio, demonstrates the brand’s ability to blend luxury with accessibility.

Beckham’s collaboration with experts like Augustinus Bader for The Concealer Pen also highlights a savvy understanding of leveraging external expertise to enhance product quality. This approach not only enriches the brand offerings but also aligns with the growing consumer demand for authenticity and efficacy.

The introduction of a two-step cleansing system initially met with skepticism, has resonated with skincare enthusiasts, illustrating the power of niche marketing in a crowded space.

From The Shop Floor

AVESTAN, a new fragrance brand, expands to New York, offering a unique scent inspired by the Svalbard Global Seed Vault. The brand’s minimalist approach, avoiding online sales and detailed ingredient disclosure, creates an exclusive olfactive experience, continuing founder Brandon Truaxe’s vision posthumously.

JTV Jewelry Television expands its product line by introducing over 600 designer fragrances, enhancing its holiday offerings. This move aims to provide a comprehensive shopping experience, combining luxury and convenience for customers. The collection includes prestigious brands, catering to both men and women.

Experimental Perfume Club expands into home fragrance with a new candle collection, reflecting its innovative scent layering approach. The collection offers three candles inspired by best-selling fragrances, emphasizing sustainability and personalization. This move aligns with market trends, enhancing brand value and consumer engagement through eco-conscious practices and unique sensory experiences.

Influencer Corner 📣

Big Ads Shakeup: Shopping CPCs Surge Post Google Auction Changes

Google's decision to stop prioritizing PMax over Shopping campaigns is already making waves. Shopping CPCs have doubled YoY, reflecting advertisers’ growing shift back to Shopping for better control and strategy. With Shopping spend set to increase further, CPCs could spike even more.

Josh Duggan, Co_Founder, Vervaunt

Most "limited-time offers" aren’t working anymore.

And it's mostly because...your customers don’t believe you. Why? Because market saturation has taught them that another offer is right around the corner.

Let’s unpack what this means for your DTC brand—and how to pivot. 🧵

For years, urgency was king. "Last chance!" "Only 24 hours left!" "Get it before it's gone!"

It worked because scarcity felt real. But today’s consumers are savvier. They know brands are abundant + the "fear of missing out" has been replaced by:
"I can find this again."

Here’s why subtle sells are winning in DTC right now and how to master them…

Sarah Levinger, Founder, Tether Insights

Performance Pulse 📈

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Influencer Partnerships

Crocs ➡️ Influencer Marketing Manager

📍 Broomfield, CO

Marketing & Communications

Fospha ➡️ Partnerships Executive

📍 Austin, TX, USA

Affiliate Marketing

Macy’s ➡️Director, Affiliate Marketing

📍 New York, USA

ClickZ is a Contentive publication in the DTC Ecommerce division