What brand strategy for fragrances?
We hear a lot about organic products, naturality, clean beauty, committed, responsible, ethical brands. Buzzwords that sometimes risk becoming empty. They have flooded marketing studies and pushed fragrance brands to place them at the heart of their strategy. Especially as consumers, guided by influencers or apps like Yuka, are becoming increasingly demanding and skeptical. They are better informed about what they apply to their skin and put into their bodies.

Beauty brands are adopting new, more responsible strategies

Companies must reinvent themselves. Brands need to revisit the composition of their products, their packaging, and inevitably… their brand messaging.

While the cosmetics industry has been undergoing its transformation for some years, one sector has lagged slightly behind: perfumery. Why is that? And more importantly, why and how is this starting to change?

That’s the topic of today’s episode. Brand Strategy: Fragrances in the Era of Naturality.