Top Marketing Strategies for Perfume Launches

So to help brands navigate the landscape, we’ve compiled our top tips for achieving success: 

Tap into your brand origins: 

The most impactful fragrance launches are often the ones with a strong narrative which acts as a running thread throughout the campaign. Manifesting in various ways, whether through founder(s) or brand ambassador(s), a well-crafted brand story not only adds depth but also a way to connect with consumers by demonstrating core values and USPs. 

With the launch of Sarah Jessica Parker’s legacy fragrance, Stash, we set out to amplify her iconic status by creating an unforgettable exclusive VIP and Press event in the form of an exclusive cocktail party at London’s Café Royale. Yet, it wasn’t just another launch party. By hosting it the night before London Fashion Week, we aligned the launch with a key landmark in the fashion calendar, with the strategic timing seamlessly blending the worlds of fashion and fragrance. Leveraging Parker’s personal brand, our event was able to exude the sophistication and style that she is infamously known for. 

Create unforgettable brand experiences: 

Whether media or consumer focused, brand experiences are a fantastic way to forge personal connections, building lifelong brand advocates and securing high value online, print and social media coverage on a national scale. 

In the context of earned media being found to drive 4x more brand lift than paid media, we invited over 140 media, VIPs, KOLs and influencers to attend our launch event to sample the new fragrance, along with a bespoke explainer with a brand perfumer. With the likes of MailOnline, Evening Standard, Vogue, Vanity Fair & Glamour in attendance, there was a total circulation of over 22.2 million across digital, print and broadcast media! Not only this, but through a consumer-driven meet and greet with the icon herself, we connected with over 200 customers to celebrate the launch into Superdrug and Boots. 

Even just take a look at the consumer-led three-day activation Sol de Janeiro created at the Outernet in London. Taking the world by storm with their new perfume mist, they hoped to capture the essence of a Brazilian summer by immersing visitors virtually to the sunshine-soaked beaches of Rio de Janeiro. With 73% of consumers more likely to try a new product or brand when given a free sample, it is a great example of how brand experiences can showcase the hero product, connect brand heritage and encourage purchase. 

Inspire your customers through creative mailers: 

With a report finding that just under half (49%) of TikTok users use the platform to guide their purchasing decisions, it positions creative mailers as one of the most impactful marketing tools for reaching your target demographic. Let your imagination run wild and create a PR package which is truly memorable. 

This year, Gisou’s decadent mini fridge went viral with over 53 million views on TikTok and dominated #BeautyTok with its extravagant package of fragrances, hair oils and other beauty products for influencers.  

Through the attention-grabbing stunt, the brand was able to overcome the dreaded low conversion rate of TikTok organic seeding and stand out in the digital landscape. With an estimated 34 million videos posted each day to TikTok, when it comes to creative mailers it’s no longer just about the package itself, it’s about every single touchpoint; from the creative delivery, all the way through to its ability to achieve coherent brand immersion and education.  

Looking for a PR agency to launch your next fragrance? 

Contact our team today. 

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