Luxury Fragrance Pushes Limits On Price And Scale

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

Fragrance Focus

Here's what's happening this week in the world of luxury fragrance and beauty marketing: 
- Balenciaga drops a ten-scent portfolio, fast.
- MFK debuts a $28k Baccarat Rouge collectible.
- Aramis leans into Wade-led NYFW experiences.
- Fall trends skew darker, more intense extraits.
- Xerjoff plants a flag on Rue Saint-Honoré.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Balenciaga, under Kering Beauté, unveiled ten fine fragrances in replicas of its 1947 Le Dix bottle, priced at $320 with refills at $275 and multiple discovery formats for entry. The move signals a scale play in high perfumery that blends heritage storytelling with refillability and accessible sampling to accelerate acquisition. Luxury fragrance houses, wholesale partners, and DTC teams will feel pressure to match breadth, packaging iconography, and sampling economics.

MFK introduced Baccarat Rouge 540 Édition Millésime at $28,000, limited to 54 pieces per year for 10 years, featuring heightened ambergris, a crystal base, a red crystal spray bottle, and a Digital Product Passport tied to a members program. This codifies fragrance as art collectible with concierge services and controlled refills, raising the ceiling on price, craft, and CRM-based exclusivity. UHNW clientele, maisons eyeing loyalty clubs, and retailers seeking halo traffic stand to benefit.

ELC’s Aramis launched Intuition during NYFW with global ambassador Dwyane Wade, anchoring an immersive High Line pop-up and clienteling events at Bloomingdale’s. The playbook blends experiential, sport-culture credibility, and department store VIP engagement to reframe modern masculinity in scent. Men’s fragrance marketers, retail operators, and influencer teams should note the event-driven, conversion-focused format.

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⚡QUICK READS

Fall 2025 Perfume Trends Skew Darker: Experts flag extraits, booze accords, and functional fragrance, signaling heavier compositions and mood claims for fall launch calendars.(More)

Xerjoff Opens First Paris Flagship: New Rue Saint-Honoré boutique and a Yannick Alléno multisensory collaboration set an experiential retail bar for niche luxury fragrance.(More)

Maserati Partners With Acqua Di Parma: An Italian luxury auto-fragrance tie-up hints at deeper lifestyle licensing plays and storytelling beyond the bottle.(More)

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