Fragrance Focus Newsletter - 01.09.2025

Emporio Armani's New Fragrance Star

Author

Zihan Lyu
January 09, 2025 • Estimated Reading Time: 7 minutes

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Fragrance Focus is your essential newsletter for fragrance e-commerce professionals. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked.

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

From The Shop Floor

Mahmoud Sidani, aka Mr. Moudz, leveraged authentic digital connections to launch his fragrance business, ByMoudz, which thrived through Snapchat-driven sales. Engagement with followers guided scent development, showcasing strategic community inclusivity. Expanding into Europe and new categories reflects an aspirational approach, highlighting strategic insights essential for marketing success.

The 2025 perfume trends emphasize innovative scents and formats appealing to market growth. Key trends include comforting nostalgic aromas, nature-inspired fragrances, and strategic branding targeting younger consumers. Innovations in perfume technology and branded scents reflect strategic market opportunities for brands aiming to enhance consumer engagement and emotional experiences.

Nicholas Galitzine, a rising British actor, is named Emporio Armani's new global fragrance ambassador. Known for his versatile roles and captivating presence, Galitzine stars in the brand's "Stronger With You Parfum" campaign. This appointment aligns with his growing influence in both the entertainment and fashion industries.

The Heart Company, a feel-good fragrance startup, partners with Walmart for a global expansion. Focusing on mental wellbeing and emotional connection, the company aims for strategic growth in the U.S. and Europe. Their lean, scalable model emphasizes strategic partnerships beyond financial investment.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Performance Pulse 📈

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experiences

Influencer Marketing

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Global Marketing

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Marketing & Comms

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ClickZ is a Contentive publication in the DTC Ecommerce division