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  • Fragrance Focus Newsletter | The Scents Shaping the Market

Fragrance Focus Newsletter | The Scents Shaping the Market

Plus, South Korea’s Borntostandout secures major funding

Author

Sophie Bruxner-Randall
February 20, 2025 • Estimated Reading Time: 5 minutes

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Fragrance Focus is your essential newsletter for fragrance eCommerce professionals.

🛑 Before We Get Into It…

🚀 eTail West 2025 is almost here! Want the inside track on game-changing trends, must-know insights, and key takeaways from the event?

Sector Spotlight 🎥

FRAGRANCE VENTURES

Huda Beauty's divestment of Kayali positions the fragrance brand as an independent entity with Mona Kattan as CEO, aligned with General Atlantic for global expansion. This strategic shift showcases innovative pathways in digital marketing and eCommerce, providing lucrative opportunities for enhancing customer experience and driving growth in the luxury fragrance sector.

FRAGRANCE BRAND EXPANSION

Borntostandout, a Seoul luxury fragrance brand, gained Series A funding from Touch Capital and L'Oréal's BOLD. This strategic partnership aims to enhance digital expansion and customer experience in global markets. Their distinctive blend of modern luxury and South Korean flair presents unique opportunities for innovators in digital luxury marketing.

DIGITAL FRAGRANCE REVELATION

Oriflame's AI-driven approach exemplifies a cutting-edge strategy in luxury fragrance innovation. By incorporating AI for mood-rich, personalized scents, the brand intelligently blends technology with artisanal perfume craft. The competitive pricing of these AI-enhanced fragrances presents an astute opportunity to elevate digital customer experiences, aligning strategically with luxury brand marketers' growth and engagement priorities.

DIGITAL SCENT REVOLUTION

Givaudan's venture into the metaverse with Guardians of Memories redefines fragrance engagement through an immersive Roblox experience. The initiative blends digital innovation with olfactory artistry, strategically capturing Gen Z and Gen A. This pioneering approach elevates luxury brand marketing, offering transformative opportunities for growth in digital channels and consumer connection.

FRAGRANCE STRATEGY

Pierre Gasly, a Formula 1 sensation, steps into the luxury fragrance sphere as the ambassador for Givenchy Parfums' Gentleman Givenchy line. This partnership highlights a strategic trend: luxury brands leveraging motorsports' high-octane appeal for digital marketing innovation. Aligning with LVMH’s motorsport ventures, it offers a blueprint for maximized digital engagement.

Influencer Corner 📣

Jessie Healy: People may disagree with me, but I believe there is a pretty clear marketing playbook for growing an eCommerce brand

and yet it is surprising how many brands miss key parts of the playbook.

Here are the most common areas I see brands miss the mark:

Early stage eComm brands:
-No/few email flows in place
-No brand ads on Google
-Not enough reviews/no reviews on their website
-Not getting user generated video content (UGC) about their products to use in marketing
-Not realising they need to invest in creative
-Testing too many channels too early
-Poor understanding of their LTV and CAC
-Inaccurate tracking

Performance Pulse 📈

B2B ECOMMERCE

In a discussion on B2B eCommerce's need for adaptability, Vance Ryan from Shopware emphasizes flexibility as vital for growth. Shopware's API-first strategy fosters customization, while strong ERP integration avoids rigid solutions. This flexibility, alongside automation and integration, is essential for future-proofing strategies and enhancing customer experiences.

LUXURY EMAIL STRATEGIES

In the luxury fragrance sector, perfecting email marketing is critical. Avoiding flaws like poor segmentation, inadequate consent, uninspiring CTAs, lack of A/B testing, missed automation, unauthenticated domains, stale subscriber lists, generic personalization, and erratic scheduling can amplify engagement. Refining these elements positions email campaigns as vital, sophisticated tools enhancing exclusive customer experiences.

Social Media Marketing

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