Fragrance Focus Newsletter - 01.30.2025

What’s In and Out for Fragrance This Year

Author

Zihan Lyu
January 30, 2025 • Estimated Reading Time: 7 minutes

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Fragrance Focus is your essential newsletter for fragrance eCommerce professionals.

Editor’s Pick 🌟

📊 REPORT

Fospha's latest research reveals the true halo effect of top marketing channels on Amazon revenue. It's a must-read for any brands selling on Amazon in 2025.

From The Shop Floor

Fragrance trends for 2025 highlight innovation through complex gourmand notes, diverse scent combinations, and sustainable packaging, aligning with luxury brand ethos. Insights reveal opportunities in consumer engagement and personalized experiences. Ethical practices and authenticity are pivotal, offering strategic avenues for digital growth and competitive advantage in the luxury sector.

Black-Owned Fragrance Week 2025 is poised to redefine influence in luxury fragrance, with February events spotlighting global Black parfumeurs. Spearheaded by Glenn Davis, it unveils brands like Brown Sugar Babe and Maison Yusif. Panels "Beyond Niche" and "More Than a Consumer" invite strategic exploration into expanding Black creators' eCommerce and digital impact.

David Corenswet and Eiza González lead Boss The Scent's 10th anniversary campaign, embodying a potent power couple aesthetic. Under Daniel Sannwald's direction, the campaign rejuvenates and intensifies fragrance offerings. It strategically emphasizes gender confidence, aligning with luxury brand innovation and enhancing digital engagement, crucial for elevating customer experiences.

In 2024, The Fragrance Shop excelled with notable achievements: a 4.6% sales increase, six new stores, and a cutting-edge app enhancing customer experience. Celebrating its 30th anniversary, it showcased creativity with the world's largest fragrance wall. The Dublin launch marks strategic global expansion, aligning with luxury digital commerce priorities.

The article uncovers 2025 fragrance trends relevant to luxury marketers. Strategic insights highlight plum, fig, matcha, and rhubarb notes, alongside innovative scent layering with creamy and marshmallow fragrances. Luxury professionals should explore these trends for enhancing premium consumer experiences and driving growth in digital channels, aligning with upscale market dynamics.

Influencer Corner 📣

Sam Carter on LinkedIn: I've witnessed firsthand the struggle brands face in understanding ad spend impact, especially across channels like Amazon.

It comes down to 1 core issue.

It's simply not possible with user-level attribution for brands to track what's going on in Amazon.

This leads to challenges in understanding the halo effect of top-of-funnel ads (on e.g. Youtube, Meta, TikTok, Snapchat) on Amazon sales, and comparing the ROI of Amazon Ads to other platforms.

Barry Hott on LinkedIn: Stop overthinking your ads!

Too many marketers obsess over finding that “one magic element” that makes an ad work.

While compelling storytelling matters (it absolutely does), success often comes down to unexpected factors you can’t predict:

• A random detail in the frame
• The comment section taking off
• Something you only notice AFTER the ad goes viral

Jessie Healy on LinkedIn: Is bad product page copy blocking your customers from buying?

Spoiler alert - it probably is (I see it in 80% of pages I look at).

Steal my checklist to harness consumer psychology and persuade more customers to RUN to your checkout: 🏃‍♀️

Performance Pulse 📈

The article reveals a roadmap for amplifying eCommerce success through Google Ads in 2025. It emphasizes using Performance Max campaigns, optimizing product titles, activating product ratings, and strategically managing bids and budgets. This approach marries automation with manual control, creating a foundation resonant with digital commerce and community growth.

Video marketing is a crucial, growing trend for businesses, with 91% using it strategically. It boosts engagement, leads, and sales by capturing attention and increasing brand reach. Prioritize YouTube and LinkedIn for broader and B2B audiences. Tracking metrics like views and engagement ensures success.

Roblox offers immersive experiences that engage Gen Z and Alpha users for longer periods, unlike traditional media. Brands are leveraging these interactions for product testing and development, with emerging 3D metrics enhancing strategic value. Marketers must balance sustained branded experiences with campaign-based activations.

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