Due to the sensory nature of fragrance, brands need to focus on discoverability in order to get under the noses of consumers. Half of the top 20 Google search terms related to perfume are branded, according to L2’s Fragrance report, making it difficult for new fragrance brands to appear. Paired with the dip in department store popularity, this indicates that brands may need to find a new strategy to spritz their way into consumers’ hearts.
Sampling offers one way for fragrance brands that don’t yet have a large following to gain visibility. This method is used most frequently by fashion and enterprise-owned brands — yet again, leaving little room for newer labels. However, just because niche brands lack the visibility of established brands doesn’t mean there’s no demand for them.
Enter Scentbird, a perfume subscription service that allows members to test out a wide variety of designer scents for less than $15 a month. Seemingly recognizing the problem of visibility for fragrance, the brand has tapped into the influencer community, working with more than 600 YouTubers within the first two years of its launch.
Interest in natural fragrances has spiked in the past few years, creating an opportunity for fragrance brands to experiment. Sampling services like Scentbird could allow them to test out new products in a less artificial situation than the typical department store, where consumers are often bombarded with fragrances and salespeople. The same is true for brands trying to convert consumers. Sometimes, one sniff is all it takes.