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Liberty Tests Fragrance First Expansion In North America

Plus: Coty brings refillable, upcycled fragrances to airport shoppers

Author

Avinash Duggempudi
September 24, 2025 • Estimated Reading Time: 6 minutes

Fragrance Focus

Here's what's happening this week in the world of fragrance and luxury beauty marketing:
- Liberty takes LBTY to US luxury counters via partners.
- Coty turns sustainability into immersive airport retail experience.
- Scent Beauty scales Sweet Tooth DTC across UK and EU.
- Tom Holland fronts Prada Paradigme men's fragrance launch.
- Elie Saab debuts Art Deco home scent with Culti.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

Liberty is expanding its in-house perfume line LBTY into North America through select wholesale partners like Neiman Marcus online and a handful of Bluemercury doors, rather than opening new stores. With double-digit growth and EU distribution planned next, the move underscores retailers using owned brands to compete at the top end of prestige fragrance. Impact: department store buyers, niche houses, and distributors calibrating assortment and margin strategies.

Coty and Gebr. Heinemann unveiled a multi-brand, experiential pop-up at Copenhagen and Berlin airports that educates shoppers on five sustainability pillars, from upcycled alcohol with LanzaTech to refills and eco-designed packaging. The concept blends storytelling with measurable eco benefits, such as significant packaging weight reductions, and rolls to Frankfurt in 2026. Expect heightened traveler engagement and a template for low-waste sampling and refill adoption in travel retail.

Scent Beauty now ships Sabrina Carpenter’s Sweet Tooth directly to UK and EU customers from regional warehouses, cutting delivery times and costs while reducing environmental impact. The cross-border DTC buildout signals infrastructure investment behind celebrity-driven fragrance and sets expectations for faster, localized fulfillment. This raises the bar for global DTC operations and post-purchase experience in prestige scent.

Jimmy Choo’s latest pink vanilla, crafted by Amandine Clerc-Marie and Gabriela Chelariu, lands across major US retailers from $35 purse spray to $150 3.3 oz. The broad channel and price laddering position the scent for holiday sell-through and entry-level luxury recruitment. Retail and media plans will need to flex across department stores, specialty and Amazon for full-funnel conversion.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

Tom Holland Named Global Face Of Prada Paradigme: Prada Beauty appoints Tom Holland to lead its new men’s fragrance, signaling a bid for Gen Z and premium male fragrance share ahead of peak gifting.(More)

Elie Saab Moves Into High-End Home Fragrance: Elie Saab and Culti Milano launch Golden interior fragrance with Art Deco diffusers at Harrods, elevating home scent to collectible design territory.(More)

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