Fragrance brands have historically taken a traditional approach to marketing. Being the last beauty subcategory to embrace digital sales, Fragrance brands have completely ceded the first page of Google search results to third-party discount retailers. On social media and digital campaigns, Fragrance brands have continued to partner with celebrities even as their Beauty and Cosmetics counterparts opted to YouTube vloggers and celebrities.
But this may be changing. Select fragrance brands are discovering influencers and using them to engage with fans – vs. the celebrity sponsorship model which sparks initial interest but generates little long-term engagement. Coty, for example, flew influencers to the opening event of Marc Jacobs’ new scent Marc Jacobs Divine Decadence. Influencers took priority as the event was mapped to their calendar as opposed to magazine publishing schedules (as it had been I the past).
While the vlogger competition on YouTube may look scant, fragrance brands should secure their search position now – before vloggers take over and push them to the bottom as they did with skin care and cosmetics brands. Rising YouTube vlogger Jeremy Fragrance, for example, is giving brands a run for their money in search. The vlogger has optimized its videos for search, and they are now appearing in 40% of results for fragrance search terms – a lot, considering the average fragrance brand appears in 4%. Furthermore, partnering with Jeremy Fragrance could increase traffic to brand sites and drive visitors away from unofficial distributors. As of now, 78% of links from Jeremy Fragrance lead to unofficial distributors.
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