• Fragrance Focus
  • Posts
  • Fragrance Focus Newsletter | 🧠 Outthink Last Click Attribution

Fragrance Focus Newsletter | 🧠 Outthink Last Click Attribution

Plus, Fospha data reveals top fragrance brands are leaning into PMAX for more efficient growth.

Author

Sophie Bruxner-Randall
April 09, 2025 • Estimated Reading Time: 31 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Fragrance Focus is your essential newsletter for fragrance eCommerce professionals.

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? With extensive product catalogs and diverse customer segments, large brands can leverage PMAX's AI-driven optimization, while smaller brands benefit from the precision targeting of Paid Search to capture high-intent traffic while still leveraging PMAX for efficiency

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Paris Hilton Fragrances launched ICONIC Eau de Parfum, a floral-fruity scent encapsulating celebrity glamour and confidence, in an exclusive partnership with Ulta Beauty. This collaboration offers multi-size options, enhancing market reach through increased availability and personalization. The fragrance industry benefits from such celebrity-driven lines, showing growth through innovative scent compositions and strategic retailer relationships.

FRAGRANCE INNOVATION

Notes Shanghai is a new addition to Shanghai Fashion Week, marking a significant moment in China's burgeoning fragrance industry. With over 200 brands showcasing, including big names like Prada and emerging local perfumers, this platform brings together global and local players, offering strategic networking and market entry opportunities. The rise of brands like Reclassified, Zhufu, and Param Sara highlights the cultural and economic potential of China's fragrance market, making it a vital area for exploration by marketing professionals.

FRAGRANCE PACKAGING INNOVATION

Aptar Beauty's Classic Inune fragrance pumps are featured in Valentino Beauty's new haute couture perfume line, "Anatomy of Dreams," providing precision diffusion and adaptability for layering scents—a growing consumer trend. These pumps, crafted in Aptar's French facilities, offer a soft actuation and high compatibility with a range of formulas, enhancing brand image and customer satisfaction. Noteworthy for marketing professionals is the strategic alignment with luxury brands, emphasizing product personalization and sustainability through recyclable components.

BEAUTY MARKET TRENDS

Fragrance plays a significant role in connecting Black women with their cultural heritage, honoring tradition, and shaping identity. Emerging Black-owned brands are reshaping the luxury fragrance market by incorporating diasporic influences, prompting increased spending in this sector. These scents offer marketers insights into personal and culturally resonant consumer preferences, highlighting opportunities for growth in targeting fragrance products that cater to this demographic's unique cultural narratives.

LUXURY FRAGRANCE LAUNCH

Billie Eilish has released a new fragrance, "Your Turn," distinct from her previous scent by incorporating a blend of bright bergamot peel, cardamom, and ginger, evolving into peach skin and jasmine, and concluding with sandalwood and amber. The perfume bottle's innovative dice shape reflects individuality, encouraging sustainability as a reusable decor item. Crucially, the fragrance aligns with industry trends by being vegan, cruelty-free, and made with clean ingredients, providing marketing professionals with strategic insights into the growing demand for eco-conscious and aesthetically appealing products.

PERFUME TRENDS

Carolina Herrera Good Girl perfume epitomizes the fusion of sweet and sophisticated scents, serving as an iconic choice on social media platforms like PerfumeTok. Launched in 2016, its enduring allure stems from its intricate blend of almond, jasmine, and tonka bean, offering a fragrance that balances femininity with strength. Marketing professionals can derive insight into product longevity and consumer engagement as this perfume remains a significant presence, inspiring both nostalgia and modern allure.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

Influencer Corner 📣

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

www.linkedin.com/posts/leearthur_shoptalk2025-retailinnovation-ai-activity-7314717983375851521-g1-Q?utm_source=share&utm_medium=member_desktop&rcm=ACoAABwRG8wBGGOCpGU3rhxXdxdccfuHSghjYwg

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

ClickZ is a Contentive publication in the DTC eCommerce division