National Fragrance Day is shaping up to be a whole lot more than just a 24-hour period.
The Fragrance Foundations has teamed with retailers, brands and even an artist to launch a multipronged National Fragrance Day campaign that spans not just a day, but almost a month, to bring attention to the category and, ultimately, drive sales. Starting today, the foundation will start releasing content related to the new holiday to drum up buzz.
“We are going to allow the storytelling behind fragrances, the ingredients that make fragrances, the perfumes, artistry and craft — something that will educate the consumer — and since most consumers don’t know about this or are intimidated, I’m sure it will result in more awareness and sales,” said Linda Levy, president of The Fragrance Foundation.
In the U.S., fragrance has expanded more slowly than other categories in beauty. Prestige fragrance for 2017 was up 4 percent, to $4 billion, in the U.S., according to NPD — but it was outshone by prestige skin care, up 9 percent to $5.6 billion for the year, and prestige makeup, up 6 percent to $8.1 billion.
For National Fragrance Day — officially March 21 — The Fragrance Foundation has teamed with artist Marco Santini for a fragrance-themed mural in Bushwick, Brooklyn, located at 610 Johnson Avenue.
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It’s an Instagrammable moment, according to Levy. The hashtag, #FragranceDay, is incorporated into the art, for one, and “key fragrance words” will be hidden in the art.
“People who go and visit this mural and going to be very engaged,” Levy said. “They’ll be able to look into the layers of the art as they would look into the layers of fragrance.”
Santini’s work won’t be the only content in the lead up to National Fragrance Day, Levy noted. The group filmed a time lapse of the mural’s creation that will be used on social platforms, and has tapped into its group of young fragrance all-stars, referred to as the Notables, as well as beauty editors and perfumers to do video interviews.
“We ask questions like, ‘What’s your favorite scent memory, what’s your first scent memory, what was your a-ha moment, being in the fragrance industry,'” Levy noted. “[It has] a lot of personality — it’s going to be very engaging.”
Retail partners such as Sephora, Macy’s, Bloomingdales, Nordstrom, Ulta Beauty and Saks Fifth Avenue will also be creating content and promoting the new holiday, Levy said.
“The idea is that The Fragrance Foundation is going to start the dialogue with all this great content on March 1, but it’s going to continue for the rest of our lives,” Levy said.