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Fragrance Focus | Jo Malone Is Playing the Long Game — Are You?

Plus, Usher joins Ralph Lauren in a magnetic fragrance campaign

Author

Sophie Bruxner-Randall
July 23, 2025 • Estimated Reading Time: 5 minutes

Fragrance Focus is your essential newsletter for fragrance eCommerce professionals.

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Sector Spotlight 🎥

ADVERTISING STRATEGY

Jo Malone London is leveraging its British heritage to boost sales globally through nostalgia-driven, limited-time collections like the Raspberry Ripple scent, invoking British cultural icons. This approach differentiates the brand in a crowded fragrance market by aligning traditional British cues with modern elegance, attracting diverse consumer demographics. Marketing professionals should note the effectiveness of cultural storytelling in enhancing brand appeal and consumer engagement.

CAMPAIGN HIGHLIGHT

Usher, renowned Grammy winner, partners with Ralph Lauren Fragrances, embodying a sophisticated and magnetic persona that aligns with the brand's luxury appeal—a strategic move that enhances market visibility. Concurrently, the Whoo, a South Korean skincare brand, debuts in the US with an Imperial Youth collection featuring products enriched with rare wild ginseng, targeting the anti-aging segment amidst the burgeoning K-beauty market. These developments offer marketing professionals insights into leveraging celebrity endorsements and tapping into trending beauty sectors to capture audience engagement and drive brand growth.

FRAGRANCE LAUNCH

Coty's Origen fragrance line, featuring five scents inspired by regions like the Amazon and Sahara, presents a compelling opportunity for marketers targeting consumers eager for unique and adventurous experiences. This collection offers potential for cross-promotions with travel brands, tapping into aspirational narratives that could amplify brand storytelling and consumer engagement. The carefully crafted packaging by local artists enhances the brand's storytelling, inviting marketing professionals to explore partnerships that integrate cultural artistry into product positioning.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

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