2020 . 11 . 17
Fragrance: The shift to digital
The global crisis caused by covid-19 has meant that the perfumery sector also moved online, opening or enhancing e-commerce. This has allowed that, despite the deficit caused by the lockdown for physical stores, there has been a significant increase in online turnover.
Certainly this migration is more difficult for the fragrance industry, because customers want to be able to smell and try the perfume before they buy it. There are a number of solutions to overcome this problem: there are those who have taken care of sending discovery kits in order to let consumers try the perfumes in advance and those who, like the majors in the sector, have decided to focus on the sales and the promotion of classics, evergreens known and loved by all and consequently directly purchased. Home fragrances with beneficial properties were promoted and, following the reopening after the first lockdown, technological tools and applications were used to make the in-store experience safer, contact-free, online with the hygienic-sanitary rules ...