Fragrance Focus Newsletter - 01.23.2025

Estée Lauder’s Digital Scent Innovation

Author

Zihan Lyu
January 23, 2025 • Estimated Reading Time: 7 minutes

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Fragrance Focus is your essential newsletter for fragrance eCommerce professionals.

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

From The Shop Floor

The Estée Lauder Companies unveils plans with Exuud to transform its fragrance portfolio via Soliqaire technology in 2025. This innovation promises sustainable and personalized scent delivery, aligning with ELC’s luxury focus to enhance digital marketing channels and elevate consumer experiences, signaling a new era in luxury fragrance digitalization.

Profumoir in Florence disrupts traditional luxury with its digital-ready fragrance atelier. Set in San Nicolò, it crafts bespoke scents through a master-led Olfactive Organ. Daniele Cavalli's vision elegantly marries luxury's rich history with cutting-edge eCommerce strategies, reshaping customer experiences and setting new benchmarks for growth in digital luxury channels.

Touchland expands into body care with Power Essence Body & Hair Fragrance Mists, launching February 3, 2025. Featuring niacinamide, hyaluronic acid, and mood-enhancing fragrances, these cruelty-free mists hydrate hair and skin. They underscore innovation, design, and functionality, marking a strategic brand evolution.

Dolce & Gabbana’s upcoming ad for Devotion For Men, debuting January 2025, spotlights Maya Jama and Michele Morrone in Palermo. Emphasizing its Mediterranean-inspired composition, this campaign serves as a pivotal strategy to engage online audiences, highlighting opportunities for growth in digital luxury fragrance marketing and eCommerce initiatives.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive!

Alex Lieberman on LinkedIn: I’m running this marketing plan for all of my businesses in 2025.

I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Performance Pulse 📈

The potential U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Small businesses in 2025 can capitalize on influencer marketing for high ROI and cost-effective engagement. This approach leverages influencers' personal connections, surpassing traditional marketing efficiency. Strategic partnerships boost brand awareness and customer loyalty, with micro-influencers offering budget-friendly opportunities for robust, targeted growth in a competitive digital landscape.

Identify and resolve six common Google Ads pitfalls to boost eCommerce success:

1. misjudging performance
2. mismanaging bids
3. neglecting prioritization
4. products too niche
5. conversion tracking errors
6. outdated campaign structures

Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Influencer Marketing

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Global Marketing

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Marketing & Comms

 📍 Austin, TX, USA

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