ParfumPlus Arabia

TO UNDERSTAND PERFUME Marketing, one needs to first answer this primary question : “Is marketing a perfume product different from marketing any other beauty product?” Yes, it is. Among all beauty products, perfumes (together with luxury creams) are the most intangible. For example, in makeup, the consumer can see and experience the colors of lipstick or eyeshadows and even try them out on themselves in a mirror. While with skincare and haircare products, the consumer can still rely on the ingredients list. It is very difficult to understand or experience a perfume by a list of ingredients. Perfume stories exist for this very reason and to help the consumer but how often does a perfume story describe a perfume precisely? I would say, very rarely. So perfume brands need to utilize a set of approaches on how to properly deliver a brand message, create a memorable environment and sell products. Based on years of our experience we have defined for us the following elements of Perfume Marketing that work: PERSONALITIES BEHIND THE BRAND • Actually, anyone can be a personality behind the brand: founder, manager, distributor, celebrity, influencer or brand ambassador. Commercial and fashion brands normally adopt this method by inviting hollywood stars or celebrities to market their products. BRAND’S SOCIAL MEDIA CHANNELS • It is the easiest, cheapest, fastest way to communicate with consumers. It’s also one that is used irrespective of the size or budget of the brand. And this is one of those mediums that can help the brand with creativity more than budget. Of course the budget would define the reach but ‘out of the box’ ideas can help brands reach out to a larger audience with organic reach too. However just social media presence is not enough and one needs to combine other methods to keep the consumer engaged. COMMUNITY MARKETING • Brands that are able to unite people by their idea, concept, or philosophy create a strong community of consumers. It greatly affects lifetime value, brand loyalty, and sales performance. SOCIAL MEDIA BLOGGERS & INFLUENCERS • It is actually difficult to imagine an industry where social media has a stronger influence. In most cases, this is the only channel niche perfume brands have to communicate and deliver news about their products. I do not recommend relying only on social media as “It is very difficult to understand or experience a perfume by a list of ingredients. Perfume stories exist for this very reason and to help the consumer but how often does a perfume story describe a perfume precisely? I would say, very rarely„ P A R F U M P L U S 35