Email marketing boomed during the pandemic as it is much easier to use than other digital advertising strategies and much cheaper. In fact, this channel is almost three times more effective than any other digital channel, also winning in terms of engagement and remarketing. During the pandemic, email marketing also changed its rules to be able to adapt to people's new lifestyle: the frequency of emails dropped slightly, while the sending time was brought forward and a more communicative language was adopted and empathetic, aimed at giving advice, providing tutorials and reassuring their audience with messages related to well-being and staying healthy.

In this interview Patricia de Nicolai explains how the universe of the Osmothèque of Versailles was born and how it works: a real perfume museum, unique and precious.

Interview with the founder and CEO Christina Kurganska of Ol.Factory and Kamana who talks about her projects, the current situation of the Ukrainian market, her vision of the world of perfumery, covid-19, her predictions for the future and much more.

A positive outcome from COVID-19 is that 56% of consumers surveyed indicate they have appreciated fragrance more since experiencing lockdowns.

As elsewhere in the world, the Chinese consumer has turned to home fragrance to enhance their stay-at-home environment. A wave of patriotism is driving them towards emerging local brands.

In this interview Ludovic Bonneton tells us about his experience and his brand. His mission in bringing the brand to life? Emphasize the artistic dimension of perfume as a sensory experience that empowers and intensifies life.

This article summarizes some interesting data regarding the use of Twitter for the world of Beauty by answering the 5 questions: Who tweets, how they tweet, what tweets, when and where.
Curious is the fact that nearly half of those who participate in beauty conversations are men, the fact that less than half of the tweets include photos and that 7.7% of the beauty conversations on Twitter originate from Nigeria, ranking it the third country of the countries that produce more tweets on beauty.

This difficult year has practically come to an end. It is time for budgets, decisions and future projects. This long summary article will help you take stock and enter the new year with a renewed and forward-looking spirit.