Online perfume communities shape trends

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In a holiday season often dominated by messages of gift-giving, brands like Oura and Teleties are seeing success by focusing on self-gifting as self-care. Around two-thirds of shoppers last year planned to shop for themselves during Black Friday or Cyber Monday, according to a Gallup survey.

Plus: Halloween spending is expected to reach $11.6 billion this year, a decline from $12.2 billion last year.

TL;DR

Online perfume communities shape trends. Creators like Funmi Monet are driving sales and holding brands accountable, while new platforms like Sniff offer neutral fragrance discussions.

Retailers face a returns crisis. With $743 billion in returns, brands like Zara charge for mail returns and use AI to reduce rates, while resale gains popularity.

Twitch launches ‘The Glitch’ in Fortnite. Brands like Domino’s and Peloton create interactive zones in Fortnite, blending ads with gameplay for seamless engagement.

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How online perfume communities are shaping the industry

Online fragrance communities, especially on TikTok and Instagram, are reshaping the perfume industry. Creators like Funmi Monet, known as the “fragrance auntie” with nearly 500,000 TikTok followers, are influencing trends and driving sales. Monet's recommendations have led to collaborations with big brands like Maison Francis Kurkdjian and Dior.

PerfumeTok's influence: PerfumeTok has turned niche scents into viral sensations. For example, @perfumerism's TikTok review of Bianco Latte by Giardini di Toscana garnered 11 million views, making it a best-seller and sparking a trend for milky perfumes.

Ethical and cultural impact: Beyond recommendations, creators are also holding brands accountable for their ethics. Monet avoids promoting brands with controversial histories, such as Dolce & Gabbana, while others critique unethical ingredient sourcing practices.

New platforms for perfume fans: While Fragrantica has long been a staple for fragrance fans, new platforms like the Sniff app are emerging, offering a more neutral space for recommendations and discussions.

Despite the commercialization, personal connections remain central to these communities. Creators like Monet and Emma Vernon continue to foster a close-knit community of fragrance lovers, making perfume more accessible and inclusive.

Retailers tackle the growing returns problem

With U.S. retailers facing $743 billion in returns in 2023, returns have gone from a "headache" to a full-blown crisis. Rising shipping costs and increasing return rates are forcing brands to rethink their approach.

Charging for returns: To cut costs, brands like Zara and H&M are now charging for returns, especially for mailed items, while offering free returns for in-store drop-offs. This encourages customers to visit physical stores, boosting chances of additional sales.

Tech and resale solutions: Retailers are using AI fitting tools like Fit to reduce return rates by ensuring customers order the right size upfront. Resale is also gaining popularity, with brands reselling slightly worn items to recover more inventory.

Smarter returns: AI is helping retailers make decisions on whether to accept returns or let customers keep certain items, depending on stock levels and demand, leading to more efficient returns management.

Twitch partners with brands for ‘The Glitch’ in Fortnite

Twitch is launching The Glitch, a branded Fortnite experience debuting on September 20, giving brands like Domino’s and Peloton a chance to create custom, interactive zones within the game. Using Fortnite’s Unreal Editor, brands will be able to build experiences that blend seamlessly into the gameplay.

A game first, ads second: Twitch emphasizes that The Glitch is primarily a game, not just a marketing platform. Rachel Delphin, Twitch’s CMO, explained the goal is to engage streamers and their communities without disrupting the gaming experience.

Brand engagement without interruptions: Brands like Domino’s will roll out experiences such as a multiplayer combat zone, while Peloton will focus on non-combative gameplay. Both aim to increase brand visibility through immersive engagement rather than traditional mid-roll ads.

Long-term potential: While The Glitch is currently designed to boost brand awareness, Twitch is exploring ways to integrate e-commerce directly into the game, offering more engagement and potential conversion opportunities in the future.

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