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Fragrance Focus | Rare Beauty Fragrance Balms Enhance Scent Complexity and Longevity
Plus, Can Deodorant Be a Luxury Product?
Zihan Lyu
July 31, 2025 • Estimated Reading Time: 6 minutes
Fragrance Focus is your essential newsletter for fragrance eCommerce professionals.
Retail’s New Reality 🛍
Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.
In their analysis of $176M in ad spend, Fospha’s research found that:
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But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.
To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].
👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.
Sector Spotlight 🎥
BEAUTY INNOVATION
 | Rare Beauty's Layerable Fragrance Balms allow consumers to easily personalize scent experiences by combining different fragrance notes to reflect moods or personality dimensions. This innovation enhances consumer engagement offering complex, long-lasting scents, and aligns with beauty brands aiming to meet diverse preferences. It holds significant potential for beauty and luxury industries seeking to differentiate through personalized, mood-based fragrances. |
BEAUTY SCENT INNOVATION
Escentric Molecules' new ATOM.iser. collection blends functionality with design, catering to individuals who view fragrance as an integral part of their identity. By incorporating high concentrations of Iso E Super and Ambroxan, these travel-friendly scents offer a personal touch that enhances brand loyalty among fragrance enthusiasts. This innovation in personalization and ritual creates opportunities to engage consumers emotionally, tapping into the growing trend of customizable luxury products.
BEAUTY BRANDING
 | Gabar, a fragrance brand founded in 2020, integrates Southeast Asian folklore into its perfume collections, appealing to a global audience interested in cultural heritage and self-reflection. Each fragrance, like those in their latest Deities collection, presents a duality of old and new, facilitating introspection and personal growth, thereby resonating with sophisticated, design-conscious consumers. |
Importantly, Gabar contributes 10% of profits to educational initiatives in Myanmar, showcasing a commitment to social impact, aligning with the values of marketers and consumers seeking meaningful, culturally enriched brand engagement.
LUXURY BEAUTY TRENDS
Deodorants are emerging as luxury items, driven by a boom in fine fragrances permeating everyday personal care routines. Brands like Salt and Stone are integrating perfume-quality scents into deodorants, offering a premium experience with successful market traction, evidenced by Salt and Stone's top Amazon ranking. This trend signals significant opportunities for marketers in the evolving $30 billion global market by 2026, though the potential of fragrance fatigue necessitates strategic consumer engagement.
Optimization Hub ⚙️
RETAIL INNOVATION
Google's new feature in Chrome displays AI-generated summaries of online store reviews, accessible by tapping an info icon next to the URL. This tool, listing star ratings and summaries, offers consumers a straightforward view of retailer reputations. It's vital for brands to ensure positive Google reviews to influence purchase decisions, as this feature prominently highlights customer feedback during site visits.
DIGITAL MARKETING STRATEGIES
In times of economic uncertainty, maintaining marketing efforts on Pinterest is crucial for long-term success, as the platform reaches a broad, actively shopping audience.
By leveraging awareness campaigns, performance marketing solutions, and AI-driven tools, marketers can optimize engagement with high-intent shoppers while emphasizing value-based messaging to align with changing consumer budgets.
ClickZ is a ClickZ Media publication in the DTC eCommerce division