Pure Beauty

The smell of success: How to sell fragrance in the digital era

By Julia Wray | Published: 6-Jun-2018

The founder of Phlur explains how his online-only brand improves on traditional fragrance retail models

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Fragrance is flagging when it comes to e-tail; in the US, the penetration rate of fragrance online is 5% of all sales, compared with an average of 12% in general retail.

There is a lot of talk about the challenges associated with selling an olfactory experience when there is – as yet – no way of smelling over the web.

However, in the second keynote speech delivered at this week’s 2018 World Perfumery Congress in Nice, France, Eric Korman, founder and CEO of US brand Phlur, explained how his online fragrance business is eliminating many of the issues associated with

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