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Fragrance Focus | How Brand Spend Is Driving AOV in Fragrance eCommerce
Plus, Avon’s bold new fragrance line appeals to Gen Z’s desire for originality.
Sophie Bruxner-Randall
June 11, 2025 • Estimated Reading Time: 5 minutes
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Editor’s Pick 🌟
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
FRAGRANCE EXCELLENCE
The 2025 Fragrance Foundation Awards at Lincoln Center honored Ralph Lauren with the Hall of Fame accolade, recognizing his enduring impact on American fragrance. The event celebrated industry innovation, highlighting standout scents like Ralph Lauren Polo 67 and Kilian Paris Sunkissed Goddess. For marketing professionals, these awards underscore the importance of authenticity and creativity, reflecting trends that can be leveraged in brand positioning and consumer engagement strategies.
FRAGRANCE MARKET TRENDS
Slow fragrance, exemplified by brands like Cultus Artem and Ffern, shifts towards sustainable, artisanal perfume-making, emphasizing small-batch production and natural ingredient sourcing. This movement appeals to marketing professionals seeking to align with consumer demand for ethical luxury, offering insights into reducing consumption while enhancing brand value. The trend counters mass production, capitalizing on minimalism and thoughtful craftsmanship.
BRAND INNOVATION
Avon's new fragrance line, Perfect Nonsense, challenges traditional conventions with unexpected ingredient pairings like pepper with peach and gin with bamboo, catering to younger consumers seeking originality and sustainability. This pivot aims to reignite excitement and align with the preferences of a generation drawn to niche fragrances. Partnering with Free The Birds, the brand developed a design and identity that appeals to these new market demands.
FRAGRANCE EXHIBITION
CPL Aromas hosted the 'Hyperdose Shanghai' Fragrance Exhibition, emphasizing the maximalism trend through six distinct styles. The event integrated art, culture, and fashion, offering a multi-sensory experience with unique fragrances like Joyful and Vintage, which cater to diverse consumer preferences and creativity. This exhibition exemplifies CPL Aromas' commitment to innovation and understanding current cultural trends, providing valuable insights for marketers seeking to align with contemporary consumer desires and broaden their fragrance offerings.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.
ClickZ is a ClickZ Media publication in the DTC eCommerce division