Insight Report  September 22, 2017

Beauty US: Fragrance

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As brick-and-mortar department stores continue to close throughout the US, fragrance brands are increasingly pressured to succeed on digital platforms. However, brands are constrained by seasonal purchase patterns, licensee relationships, and the sensory nature of their product category—which is difficult to capture via digital mediums. In response, winning brands have doubled down on sampling, strategic retailer partnerships, and social-first content strategies

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