ParfumPlus Arabia

it is very powerful only in a combination of several other elements. DIGITAL MARKETING • A website is a great tool for any brand to promote their products. For a niche brand, the website is a presentation, storytelling brochure, platform to tell the brand story, and shop at the same time. I highly recommend niche perfume brands to create an interesting website that tells a story, creates a platform for further communication, and gives the consumer an opportunity to purchase its products with exclusive customizable benefits. SOCIAL RESPONSIBILITY AND CHARITY • When social responsibility is a part of the brand concept, it is empowering and motivating, although it is never too late to implement initiatives that will affect and improve lives and or situations. It is really inspirational to see how perfume companies and perfume brands help to support raw materials producers, farmers, vulnerable communities and people during a pandemic and challenging situations. RETAIL DISTRIBUTION AND POINT OF SALES • I can’t stress enough about how important it is for niche brands to find a good distributor and retailer. All I can say is everything happens in its own time and if one works on the points above, the brand will fins its way to the best point of sales in the world. PROMO PODIUMS AND BRAND ACTIVATIONS • Not a very popular way for niche perfume brands but “activation” includes events and this is where niche perfumery gets creative. The most daring, unique, artistic events and product launches are done by niche brands, not commercial and fashion brands. If you have a chance to attend events organized by Xerjoff, Nasomatto, Arcadia by Amna go without hesitation and they are incredibly inspiring experiences. DISTRIBUTOR MARKETING • Something I have seen very rarely but perfume brands that use it have greater results and stronger communication with their distributors. Usually, Perfume Brand and Distributor tend to not have a comfortable relationship and are constantly wary about each other, expecting that the other will be proactive with demands, requirements, sales report and better price negotiations. The distributor is a road to consumers and focusing on business friendship will bring way better results. I’ve seen brands that have hundreds of points of sales and none of their distributors invested in opening a boutique for them, while other brands that have dozens of good points of sales for whom distributors built several boutiques in different countries. P A R F U M P L U S 36