Consumer preferences in the fragrance market are shifting once more. Cool credentials and heavy marketing spend are no longer enough. Instead, successful fragrances are emphasising innovation, tapping the wellness trend and promoting a commitment to sustainable values.
In the 2010s, celebrity-fronted perfumes and fashion house brands lost ground to a boom in niche perfumery as challenger brands such as Byredo and Le Labo became wildly popular. These brands defied the concept that fragrance giants could simply pay their way onto consumers’ dressing tables.
— Read more in What’s the next blockbuster fragrance brand? at Vogue Business.
Is it “less marketing spend”, or is it “less traditional marketing spend”? I might not be seeing Byredo running a large-scale TV campaign, but they’re certainly the darling of “influencers” – and you’d have to assume that a lot of those people were/are getting the bottles for free.
I’ll grant that there’s a rise in niche perfumeries, but notably, those “smaller” houses aren’t mentioned in the article.
I would agree…Le Labo and Byredo don’t buy TV ads but they are spending on other kinds of marketing.