From sample packs to digital scents, product launches may be down but perfume innovation is on the up
Illustration by Charlotte Alldis
How do you sell a fragrance online? It’s a question that perfume brands and retailers have been pondering long before the pandemic, but Covid-19 lockdowns forced many to finally take action.
In recent years, along with fellow luxury categories, fragrance brands have attempted to address dwindling bricks-and-mortar footfall with experiential marketing activities and pop-ups. But the overall UK category has remained stagnant. In ...
This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business