Eau de pixel: How fragrance brands are experimenting with online sampling in the run up to Christmas

From sample packs to digital scents, product launches may be down but perfume innovation is on the up

Illustration by Charlotte Alldis

How do you sell a fragrance online? It’s a question that perfume brands and retailers have been pondering long before the pandemic, but Covid-19 lockdowns forced many to finally take action.

In recent years, along with fellow luxury categories, fragrance brands have attempted to address dwindling bricks-and-mortar footfall with experiential marketing activities and pop-ups. But the overall UK category has remained stagnant. In . . .

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