Hot on the Scent | Marketing to Gen Z and Gen Alpha

The fragrance industry gathered in early February to decode the evolving habits of the next generation of consumers. It’s now clear to the industry that marketing to Gen Z and Gen Alpha requires a departure from the traditional legacy-first model.

On February 3rd, at the Ham Yard Hotel in London, The Fragrance Foundation hosted, ‘Hot on the Scent’ which was a day of excellent discussion, and SoPost were there to host our ‘Flipping the Marketing Script’ panel, which dissected this transition. Moderated by SoPost Brand Partnerships Director, Daisy Lewis, the discussion with Adam Jackson, Digital Marketing Manager, KGA and Sarah Barron, Head of Brand (L.B.T.Y) at Liberty, moved beyond surface-level trends to explore how brands can authentically bridge the gap between digital discovery and physical purchase. 

For these demographics, credibility is no longer inherited through heritage; it’s earned through active authenticity and a frictionless path to experience.

Redefining credibility when marketing to Gen Z and Gen Alpha

For decades, the fragrance industry has relied on the weight of its illustrious history as a proxy for enduring quality. However, for younger generations that are likely to discover brands during a ‘doom scroll,’ heritage is secondary to alignment. Adam Jackson noted that while prestige once took a lifetime to build, modern credibility is formed through a high volume of consistent, authentic digital touchpoints.

Jackson also highlighted a critical tension in marketing to Gen Z and Gen Alpha: the pressure to be viral.

“Building credibility is being authentic and showing up in places that feel aligned to brand values.” 

He observed, cautioning that we shouldn’t expect ultra premium brands to be jumping on TikTok trends. When a luxury brand chases a fleeting meme that doesn’t fit its DNA, rather than gaining welcome attention, it erodes the long-term viability that makes luxury aspiration possible.

Sarah Barron added that storytelling must be bite-sized and digestible, tapping into an immediate emotion to hook a generation with a challenged attention span, before layering more complex brand pillars.

The role of fragrance wardrobe in marketing to Gen Z and Gen Alpha

In 2025, SoPost acknowledged the rising trend among younger generations, which saw them moving away from the traditional signature trend, and towards the notion of a fragrance wardrobe. We noted that this generation views scents as a tool for self-expression that changes with their mood or occasion, and discussed this ‘scent-maxxing’ behaviour with our panelists.

Sarah Barron noted that this shift actually celebrates and encourages risk-taking in scent development. When a consumer isn’t looking for a single, commercial crowd-pleaser to wear for a decade, they’re more open to daring, polarizing and unique blends. This shift allows for a more experimental approach to marketing to Gen Z and Gen Alpha, moving away from safe profiles towards fragrances that tell a specific, differentiated story.

“I’ve always believed that to create something truly interesting and differentiated in fragrance, you have to be willing to take risks. The most memorable scents are often the ones that polarise - they spark conversation and leave a lasting impression. What we’re seeing now is a shift in how customers approach fragrance: they don’t want to smell like everyone else. They’re actively seeking something that feels distinctive and personal. That appetite for individuality is encouraging brands to be braver, and it’s allowing more complex, characterful fragrances to thrive.” - Sarah

Adam Jackson added that brands should avoid over-marketing these moments, as the power lies in letting the consumer decide where a fragrance fits in their wardrobe, rather than the brand dictating the time or place for its use.

SoPost’s Daisy Lewis added her remarks:

“Brands shouldn’t be afraid to market towards this audience. Gen Zalpha already has meaningful spending power; whether that’s through so-called “pester power” or their own first earnings, and fragrance is a clear priority. With an average annual spend of £85 on scent, Zalpha aren’t just buying a single signature, they’re actively building fragrance wardrobes through discovery, experimentation and repeat purchase. The takeaway is simple: don’t underestimate Gen Zalpha. They're engaged, influential, and already shaping the future of fragrance.”

How sampling acts as a physical bridge in marketing to younger generations

Despite the evolution of AI discovery tools and website gamification, scent discovery remains the industry’s greatest hurdle. As the panel discusses, you can’t smell a screen. In a category as sensorial as fragrance, nothing replaces the physical experience when it comes to converting an audience. This is where the work we do at SoPost becomes a vital part of the purchase funnel.

Adam was clear on the value of physical trial: sampling moves a customer from passive awareness to active engagement.

“Everyone loves receiving free things. Sampling builds positive associations with the brand.”

Whether it’s ‘try it first’ sampling, beauty boxes, or request-a-sample initiatives, getting the physical product into the consumer’s hands is the most effective way of marketing to Gen Z and Gen Alpha, proving the caliber of ingredients that digital storytelling alone can’t convey.

The dupe economy and creator trust

The rise of dupes is an unavoidable reality of the current market. But the panel viewed them as a form of validation. Sarah Barron suggested that dupes are often an entry point - the first step for a younger shopper who wants access to an aspirational world. Her view is that, as these shoppers’ spending power increases, they will naturally migrate towards the authentic brand for the quality and depth of the story that a dupe lacks.

A brand’s best defense against the dupe economy is to simply double down on what can’t be duplicated: a unique brand narrative and the human connection. This is reflected in the current creator scene, which has shifted away from macro reach, towards micro trust. Jackson noted that reach can now be bought through amplification, but trust must be earned through creators who are demographically and stylistically aligned with the brand. When an authentic creator recommendation is paired with a physical sample, the gap between curiosity and loyalty is closed - proving a highly effective strategy when marketing to Gen Z and Gen Alpha.

The path forward

As Daisy Lewis summarized post-event: 

“Winning over younger generations requires minimizing overwhelm through convenience and personalization. As AI begins to play a larger role in shopping for Gen Alpha, the premium on a human experience will only increase.”

Indeed, by streamlining the purchase funnel and prioritizing the physical ‘sniff test’ through hyper-targeted SoPost sampling, some of the biggest fragrance brands in the world are ensuring their storytelling is translated from the screen to the skin - therefore, mastering the new-found art of marketing to Gen Z and Gen Alpha.

Key takeaways:

• Prioritize active authenticity and move away from legacy-based marketing. Credibility with younger cohorts is built through consistent, brand-aligned digital touchpoints, rather than historical prestige.
• Embrace the fragrance wardrobe and recognize that signature scents are being replaced by ‘scent-maxxing’. Marketing should reflect a variety of moods and vibes, allowing for riskier, more polarizing olfactive profiles.
• Since scent can’t be digitized, the physical trial remains the primary driver of conversion. Hyper-targeted digital sampling via Sopost is the most effective way to validate quality against the dupe economy.
• Shift focus from broad influencer reach to authentic peer-to-peer creator partnerships. Align with creators who share the demographic and stylistic values of the target audience to build genuine trust.
• Streamline the purchase funnel by ensuring digital discovery leads directly to easy trial or purchase options, minimizing the overwhelm of the luxury market.