Brand strategy
The fragrance funnel is broken. Gen Z product sampling will fix it.
Traditionally, the fragrance industry has relied on a top-heavy marketin...
Brand strategy
Partnerships
Cocktails & Conversation | how the Boots and SoPost partnership is reclaiming retail ROI
‘Perhaps’ is an expensive word in the beauty industry. Perhaps a consume...
Consumer trust
Hot on the Scent | Marketing to Gen Z and Gen Alpha
The fragrance industry gathered in early February to decode the evolving...
Brand strategy
Why product trial is the foundation of a modern brand growth strategy
Marketing budgets are under increasingly intense pressure to deliver imm...