Fragrance houses and designer brands are going back to the drawing board to rework their marketing and communication approaches in order to adapt to this radically different consumer.

“This new generation learns visually. They aren’t readers. Their search engine is YouTube, not Google. They use TikTok, Instagram and YouTube to learn new skills. Print ads won’t reach them. Facebook and Google won’t reach them. Fragrance and fashion brands need to focus on sustainability and create inspirational rather than aspirational marketing,” said Cole.

— Read more in Gen Zs love expensive perfume. The curious phenomenon of a small luxury in bad times at National Post.