Fragrance Focus | Bella Hadid’s New Fragrance Line Is Clean, Luxe, and Disruptive

Only Got 2 Minutes? ⏱️

Revealed: Investing in Brand Campaigns = Higher AOV

For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. The result= when budgets tighten, brand is often the first to be cut.

Marketers know this is a mistake, but they don’t have the data to prove it - until now.

🔐 Fospha’s latest research uses Bayesian network modelling to uncover the causal relationship between brand spend and commercial outcomes like conversions and AOV.

🍸 Meet us at The Lead Summit - drinks on us

ClickZ Media is hosting an informal drinks reception on 29 May at 4:30 PM, just a short walk from The Lead Summit venue—somewhere stylish in NYC’s FiDi district.

Expect bold conversation, sharp minds, and good wine—no speeches, no badge scans. Just the people driving the future of commerce.

🔒 Limited spots – Exact location revealed after RSVP

Sector Spotlight 🎥

INNOVATION LEADERSHIP

Unilever Builds In-House Fragrance Excellence With New State-Of-The-Art Facility

Unilever’s $95 million investment in a new Port Sunlight fragrance facility exemplifies a shift toward in-house fragrance design, allowing for faster product development, vertical integration, and controlled cost structures. This approach positions marketers to drive brand differentiation via scent, responding more rapidly to consumer trends and leveraging fragrance as a tool for premiumization and heightened customer loyalty.

BRAND BUILDING

Bella Hadid’s Orebella Redefines Fragrance With Vegan, Alcohol-Free Signature Scents

Bella Hadid’s Orebella fragrance line introduces four vegan, alcohol-free, bi-phase scents targeting consumers with sensitive skin, leveraging the “skinification” trend in beauty. Distinct scent profiles and visually striking geode-inspired bottles reinforce brand differentiation while aligning with luxury positioning at $95 for 100ml. Marketers can note Orebella’s integration of wellness attributes and design-forward packaging to capture premium, health-conscious demographics.

BEAUTY PRODUCT LAUNCH

Blake Lively Launches Blake Brown Signature Hair And Body Mists At Target

Blake Brown, Blake Lively’s Target-exclusive beauty brand, expanded into fragrance by launching three signature hair and body mists, responding to consumer demand for affordable, nostalgic, and layerable scent experiences. This move capitalizes on the resurging popularity of mists among younger audiences and aligns with broader beauty industry trends forecasting significant fragrance category growth for 2025. Marketers should note the brand’s emphasis on personalization, sensory nostalgia, and accessible price points.

Influencer Corner 📣

Optimization Hub ⚙️

INNOVATIVE SHOPPING TECHNOLOGIES

AI Shopping Agents Transform How Consumers Discover, Compare, And Purchase Products

Agentic AI is rapidly transforming eCommerce by automating purchase paths, driving down margins through instant price comparisons, and disrupting product discovery and ad performance, requiring marketers to rethink content strategies and adapt to algorithm-driven environments. Despite current hesitancy among shoppers, early adoption offers retailers a critical edge.

RETAIL MEDIA INNOVATION

First-Party Data and Omnichannel Media Transform Retail Advertising Effectiveness

First-party data and omnichannel integration are reshaping retail media by providing marketers with measurable KPIs like ROAS and new-to-brand buyers, driving precise targeting and ROI accountability. Emerging technologies—including AI-driven optimization and data clean rooms—enable brands to link campaigns directly to in-store and online sales. Marketers seeking practical, results-driven channels should recognize retail media’s mounting role in achieving measurable growth, particularly as digital-physical attribution improves.

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