Sampling is the key to selling fragrance online, according to the experts at L2.Discovery kits that include trial sizes of a brand's fragrances have been working very well for indie brands because they let consumers try before they online buy, according to Becca Edelman, senior research associate at L2."The trend right now is pointing toward greater demand for personalized fragrance," Edelman said. "These fragrance kits and discovery kits are ways for brands to expand their reach, and a way for users to get over their fear of spending a lot of money [and then not liking what they buy]."Those sets can also work for design-led fragrance houses, Edelman noted, citing Elizabeth and James' holiday collection from 2016, which contained several deluxe-sized samples."There's definitely opportunity there," she said. "If [designer fragrances] were to put their power behind it, I think they would be able to steal back some of that visibility from the small brands."Sample kits make up 71 percent of the products on Sephora's primary fragrance web page, according to a recent fragrance L2 report, and the retailer promotes the discovery sets with paid search on Google.Some brands are using their own web sites to promote trial sizes. Atelier Cologne, Juliette Has a Gun and Le Labo all have discovery sets, which sometimes can be purchased with a credit applied to a full-size purchase. Diptyque sends a sample with each full-size fragrance so if the customer doesn’t like it, they can send the unopened fragrance back. YSL Beauty used Instagram to promote Black Opium and offered free samples to followers who provided their name, e-mail and shipping address on a photo. Burberry executed a similar campaign on Snapchat for Burberry Blush, the report said.Those samples should be combined with refined search marketing tactics, according to a recent L2 report on the fragrance category. While the market remains driven by brand equity and online purchases remain mostly replenishment buys, brands can maximize online and search visibility by working with retail partners to secure placement on perfume pages."The key for brands is to work with retailers and promote those retailer partnerships as strongly as possible," Edelman said.She called out Pinrose as an example of a small fragrance brand that, absent the marketing budget of a fashion house, was able to leverage the reach of a retail partner — Sephora — to get its fragrance diagnostic quiz and samples into the hands of shoppers. Pinrose uses an algorithm-based test to match users to the right scent. That quiz was featured on Sephora’s Snapchat story, and made its way into stores on tablets near Pinrose displays.For fragrance online, the next step is likely more influencer action, Edelman said."In the past, we thought about fragrance brands as the ugly stepsisters of the beauty world…but we're starting to see a select number of brands overcome [being digital laggers]," Edelman said. L2 has started digging into influencer posts and found that less than 1 percent of the ones by top influencers feature fragrances.…The guys winning on YouTube are very education based. People want reviews, they want to understand the set notes, how it works during the day and how it combines with other fragrances."
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.