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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