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  • Fragrance Focus | The $210 Scent That’s Turning Heads—and Rewriting Floral Norms

Fragrance Focus | The $210 Scent That’s Turning Heads—and Rewriting Floral Norms

Plus, AI is revolutionizing fragrance design at scale.

Author

Sophie Bruxner-Randall
May 07, 2025 • Estimated Reading Time: 7 minutes

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Editor’s Pick 🌟

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Jo Malone London’s Taif Rose Cologne Intense blends rare Arabian rose with coffee and amber, offering a modern, layered floral scent that appeals to consumers seeking distinctive personal fragrances. The $210 price point targets the luxury segment, reflecting rising demand for premium, expressive scent profiles. Marketers should note the trend toward culturally inspired, complex fragrances.

BRAND COLLABORATION

Aramis’s launch of Intuition, spearheaded by NBA icon Dwyane Wade as Global Ambassador, positions the heritage fragrance brand to capture emerging demand for sensory-driven expressions of modern masculinity. The upcoming August release will harness Wade’s wide-reaching influence and storytelling for omnichannel campaigns, signaling a strategic play for relevance in a growing men’s fragrance market currently seeking authenticity, diversity, and high-visibility partnerships.

INCLUSIVE BRAND INNOVATION

Blind perfumer Alexander Yashin cultivates fragrances for Pure Sense by linking scent with the structure and composition of music, highlighting the value of neurodiversity and sensory perception in product design. This approach demonstrates how marketing professionals can embrace inclusive practices to differentiate brand identities and leverage unique creative perspectives, which are increasingly relevant in markets seeking authentic, diverse narratives and sensorial engagement strategies.

BEAUTY BRAND INNOVATION

Ar Rayaan exemplifies the surge of Muslim-led, oud-based fragrance brands in the UK, leveraging cultural heritage and experiential retail strategies such as festival pop-ups and direct customer engagement to drive brand growth. For marketers, the brand’s blend of online sales, product diversity, and authentic storytelling demonstrates actionable insights into niche market penetration and connecting products to identity-driven experiences.

INNOVATIVE SCENT TECHNOLOGIES

A new AI scent design model from Tokyo Institute of Science uses mass spectrometry data and automated essential oil mixing to efficiently generate and replicate unique fragrance profiles, reducing reliance on manual labor and overcoming production bottlenecks. This advancement is strategically significant for marketers targeting a rapidly growing $50B fragrance sector demanding speed, customization, and scalability. Industries from personal care to hospitality can expect faster product development and enhanced consumer experiences.

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Influencer Corner 📣

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

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