Is the Christmas fragrance market going stale?


Is it time for perfume brands to update their festive launch strategies, asks Naomi Snuggs, Head of PR at Five by Five

The holidays reveal new colours with N°5 L’EAU.

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Naomi Snuggs

Naomi Snuggs

Naomi Snuggs heads up the PR team at launch activation agency, Five by Five, and has 17 years’ marketing experience.

She has worked at Five by Five for ten years, focusing on PR and social media for various health, beauty and lifestyle clients, including CooperVision and Festival Place.

Every year, without fail, the Christmas market feeds customers with star-studded fragrance campaigns and aspirational marketing.

Displaying little variation, ads are tailor-made for screens big and small, billboards and centrefolds, all using faces of the famous to sell bottled luxury.

Dior and Chanel are launching festive campaigns that aim to wow consumers with the stars’ latest scents.

Gabrielle, Chanel’s first launch in 15 years, has been compared to a new blockbuster movie, with Kristen Stewart fronting the initiative.

Alongside Gabrielle, Gucci’s Bloom and Scandal from Jean Paul Gaultier solidify a year of high-profile launches – a quality line-up audiences haven’t seen in years.

Is the Christmas fragrance market going stale?

Tired formulas

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While the marketing package looks appealing from the outside, is it a tired formula? It could be argued that they don’t have to adapt. The global perfume market is poised to ...

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