Social platforms are a rich landscape of beauty content, but fragrance products don’t lend themselves to how-to videos or before-and-after images the way other beauty categories like skincare or cosmetics do. As a result, fragrance brands struggle to incorporate their products into posts.

Beauty

In France, brands like Eau Jeune drive social engagement through posts about pop culture and fashion. Although Eau Jeune receives more interactions on its promoted Facebook posts than most fragrance brands, it fails to highlight products or link posts to commerce, according to Gartner L2’s Digital IQ Index: Beauty France. Of the brand’s most popular posts, only one features a product and only a third link to e-commerce or the brand site.

SocialAlthough competitor fragrance brand Mugler doesn’t receive as many interactions as Eau Jeune, the brand’s top posts are product-focused and include links to the brand site.

Mugler

Similarly, Nina Ricci Parfums posts images showcasing its distinct fruit-shaped bottles. These cases make clear that brands should balance driving engagement with promoting their products and turning followers into customers.

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