Shopping for a new fragrance has transformed into an exhilarating digital experience that captivates fashion enthusiasts.
TikTok and Instagram are buzzing with enthusiastic pitches from creators showcasing perfumes in a way that feels personalized and vibrant.
“A golden toasted marshmallow captured in a bottle,” describes one influencer about Donna Karan’s Cashmere and Palo Santo scent, while another likens Anna Sui’s Sundae range to “a delightful lemon bar.” A confident male influencer even declares, “The woman wearing this is draped in royalty.”
Direct-to-consumer platforms like Amazon and TikTok Shop are rapidly becoming the go-to places for fragrance shopping. According to market research from Nielsen, approximately 55 percent of fragrance sales in the US now occur online. Meanwhile, Euromonitor reports that there was a remarkable 17.2 percent increase in global online fragrance sales in 2024, significantly outpacing traditional retail growth. Established department stores, once icons in fragrance marketing, are witnessing a decline, evidenced by the closures at Macy’s and enduring issues for Saks.
Jean Madar, CEO of Interparfums—known for creating scents for brands such as Donna Karan and Jimmy Choo—predicted that soon, half of all perfume purchases will be made online. He anticipates that online sales will soon account for 40 percent of his business.
“Previously, we had to convince brands to join platforms like Amazon or TikTok. Today, being present on these channels is essential for a brand’s existence,” shared Madar. Interparfums is responding by significantly ramping up its marketing investments on Amazon and TikTok by 25 percent while scaling back on traditional channels.
However, buying fragrances online often involves making a leap of faith, especially since many shoppers prefer to sample scents before purchasing. This trend partially explains the surge in popularity for affordable options like perfume mists. Circana indicates that only 26 percent of high-end fragrances were purchased online in the US last year. Consumers tend to be more willing to risk $30 for a scent they haven’t tested than $300. Yet, as social selling evolves and perfumes remain a beloved category, premium brands face increasing pressure to enhance their online presence.
To adapt, brands are swiftly implementing innovative strategies. For example, Jo Malone London recently introduced an “AI scent advisor” to help online customers select fragrances with assurance, while Carolina Herrera thrives on TikTok by investing in engaging content that features its stiletto-shaped “Good Girl” perfume exploring New York City.
Numerous prestigious fragrance brands, including many under Interparfums’ banner, are tied to long-established fashion houses known historically for a slower pace of change.
Despite this, speed is essential in the current landscape. “Adapting constantly to market shifts and competitor actions is crucial,” Madar emphasizes. “Competition is fierce; everyone is active and skilled.”
The Language of Fragrance
How do you sell an experience that’s invisible in a digital marketplace?
Brands must lean on emotional and evocative language to convey how a fragrance will make the wearer feel. Online creators often opt for playful language, integrating trending phrases like “main character energy” to spice up their descriptions.
“Successful fragrance promoters are master storytellers,” notes Jack Li, head of the fragrance category at TikTok Shop, emphasizing the importance of solid perfume expertise.
Establishing a strong online presence involves more than just storytelling; it requires consistent visibility through a robust influencer strategy.
Even a staged reaction from a creator to a scent can profoundly influence viewers, according to Filippo Falorni, a managing director in Citi’s consumer practice. “Simply showcasing the product can significantly broaden the customer base,” he explains.
While larger influencers can generate awareness for a fragrance, they may not effectively drive sales. Smaller, niche creators with a deep understanding of scents are often better at motivating their devoted followers to purchase.
Moreover, some brands are opting to allow the perfumers themselves to communicate their stories. Madar points out that modern consumers regard perfumers as “rock stars,” eager to learn about their creative processes and the journey behind each scent’s development.
Not being able to directly experience a fragrance can also heighten anticipation, according to Madar. Highlighting unique notes can make a scent more enticing—exotic is often more appealing.
“For instance, Guess Uomo Acqua features a marine note that evokes summer vibes and wet sand,” Madar illustrates. “We convey that in our online messaging.”
Planning for Virality
Brands must navigate the intricate dynamics of viral popularity. Some relish the unexpected success that comes when a product captures the online spotlight. Yet, this can sometimes lead to over-demand compared to supply.
“We’ve experienced numerous stock shortages due to the challenges in assessing demand,” Madar states. His company has faced repeated shortages of scents like Guess Bella Vita and DKNY Be Delicious. “If you can’t meet the demand promptly, customers may easily turn to alternatives,” he warns.
Demand planning has become increasingly complex in the online realm. According to Citi’s Falorni, investors are understandably irked by stock shortages. They increasingly require beauty brands to validate their online marketing expenditures. Given that many consumers might view an ad or social post but choose to shop elsewhere or in-store, tracking return on investment for digital campaigns can be tricky. YipitData indicates that social media favorites like Kayali, Sol de Janeiro, and Phlur are among the top-selling fragrances on Sephora’s website last year.
Li advises brands to regard TikTok not merely as an experiment but as an extension of their direct-to-consumer strategy. Investing in the platform can create a positive ripple effect across other retail channels. “Brands that don’t fully commit will likely struggle,” he comments.
In order to maintain competitiveness in a digital landscape, fragrance manufacturers must also focus on enhancing their online presence and continuously invest in the right staffing and analytics to maximize their marketing efforts.
As Falorni aptly puts it: “Winning in e-commerce is essential for overall success.”
