How Gen Z is flipping the fragrance marketing script

For decades, glossy advertisements and aspirational messaging have defined fragrance marketing. But a new generation of consumers is encouraging brand marketers to throw tradition out of the window. Rather than finding a lifelong signature scent, Gen Z is taking a new approach to buying perfume.

Gen Z brings with them a fresh approach to fragrance purchases. In comparison to previous generations, Gen Z is creating ‘fragrance wardrobes’, and seeking authentic experiences from brands - as well as purchasing from companies that show true alignment with their values. This shift is now forcing the industry to move beyond traditional marketing and embrace a more personal, purpose-driven approach to win over this next generation of consumers.

How the fragrance wardrobe usurped the signature scent

Previous generations approached scent with a singular mindset; they often sought a lifelong signature scent, worn from youth, through to older age - a scent that truly defined them. Gen Z, however, views fragrance as an extension of their personal identity —something fluid and adaptable. As such, these fragrance wardrobes are able to match their different moods, outfits and occasions, as well as times of the year (even day!). This has fueled the rise of niche and independent brands, as well as more established luxury brands, focusing on discovery and layering sets - all of which offer unique experiences for consumers looking for opportunities for greater self-expression.

The preference for personalization and fragrance wardrobing isn't necessarily about the scent. After all, the primary product discovery channel for Gen Z is social media, and the insurmountable barrier of not being able to smell a product online has, by no means, been overcome. As such, fragrance marketing strategies are shifting towards a more innovative, digital-first approach to capture the attention of this generation.

Instead of showcasing a full-size bottle, with a full-size price tag, brands are actively promoting discovery sets and sampling options through targeted social media ads, influencer partnerships and user-generated content. This type of fragrance journey offers Gen Z a lower barrier to entry to luxury brands, while giving them the opportunity to build their personal fragrance wardrobe, without committing to a full-size purchase straight away.

Fragrance marketing, economic uncertainty & the rise of the dupe

Gen Z is also impacted by economic uncertainty. As such, they have a very price-conscious mindset that, coupled with their predilection for digital product discovery, has given rise to the dupe economy. For Gen Z, rather than being a source of shame, finding a fragrance dupe is seen as a savvy way to build a diverse fragrance wardrobe on a budget.

Platforms like TikTok are awash with reviews and comparisons of affordable alternatives to luxury scents, with hashtags like ‘PerfumeDupe’ amassing millions of views.

The rise in dupes poses a significant challenge for fragrance brands. Luxury fragrance marketing has always relied on an air of exclusivity and artistry, and the existence of popular, accessible alternatives directly undermines that narrative. In turn, this forces brands to confront the reality that, for the next generation, the prestige is not in the price, but in the discovery of a great scent, regardless of its origin.

So, how do fragrance marketing teams combat this? Rather than fighting the trend, proving the undeniable value of an original luxury scent, is a much more productive way forward. 

This is where sampling becomes a crucial, powerful and strategic marketing tool.

Think about it: while dupes may get close, they rarely capture the full complexity and longevity of a luxury scent. Sampling allows brands to put their product directly into the hands of the consumer, offering a tangible and sensory experience that a dupe simply can’t replicate in the same way.

A brand can use sampling to demonstrate the superior quality of their product’s ingredients, the unique, intricate evolution of a scent as it wears on the skin, and the emotional connection that comes along with a truly unique, signature creation. By providing a direct comparison, a brand can turn curiosity about a dupe into a compelling reason to invest in the real thing. It transforms a purchase from a simple transaction into a considered, informed choice. This reinforces the value proposition of the luxury scent, helps re-establish consumer trust among a Gen Z audience, while encouraging an entire generation to invest in a signature scent once more.

Gen Z’s need for authentic connection is a huge opportunity

Consumer trust in brands is eroding, and the traditional, glossy advertising often synonymous with the fragrance industry simply doesn’t appeal to Gen Z. This generation of consumer craves authenticity and a true connection to a brand’s mission. They’re far more likely to be influenced by an honest, user-generated review on platforms like TikTok or YouTube - even channels like Instagram and Reddit - than they would be by a highly produced, impersonal advertisement.

For example, TikTok’s ‘PerfumeTok’ hashtag has become a huge discovery channel for Gen Z, with influencers and users alike sharing detailed content with emotional descriptions of how a particular scent makes them feel. This signals a generational shift in trust and communication preferences; Gen Z wants something that feels real to them.

This desire for authenticity is driving a shift towards brands with a clear and compelling purpose. Consumers - particularly Gen Z - are more likely to support brands that align with their values, such as sustainability, inclusivity and mental health advocacy. Imperatively, this isn’t a passive preference, but an active demand that brands demonstrate a commitment to these values beyond mere rhetoric.

Rare Beauty: a fragrance marketing masterclass

A perfect example of this is the recent viral success of Rare Beauty’s fragrance campaign for its first ever perfume. Instead of a traditional billboard ad, the brand launched a 360-campaign across multiple channels - including a number of interactive scratch-and-sniff billboards in high foot traffic areas across New York City. The invitation to a shared, exclusive experience became an enormous talking point - not just online - this activation met customers everywhere they were. After sampling a product in real-time, on the street, via a billboard, individuals could then scan a QR code that directed them to a Shopify Shop app to receive a free, geo-gated rollerball sample; a physical product that could be mailed directly to their homes.

This campaign has been a masterclass in connecting the digital and physical worlds. It provided a tangible, sensory experience - crucial in fragrance marketing - while leveraging the social media buzz and viral potential that Gen Z (and Selena Gomez fans) are renowned for. More than that, the brand, founded by Gomez, is built on a foundation of promoting self-acceptance and mental wellbeing. The campaigns’ interactive nature and feel-good focus are perfectly aligned with the brand’s mission. By using a fun, inclusive and omni-channel activation strategy, with the intention to put a product in people’s hands through a sampling campaign, Rare Beauty demonstrated its values in action.

The entire Rare Beauty campaign was built for social media amplification. Not only did it leverage user-generated content to spread the message virally, it showed a deep understanding of how to engage Gen Z by creating a memorable experience. This provided a personal connection to the product, and encouraged people to share their journey with a community, allowing everyone to feel genuinely seen and valued.

Rare Beauty turned consumers into brand advocates (in some cases, even before purchase), by generating authentic hype that reached millions of people. This integrated approach - a physical experience, digital interaction and social media virality - ensured the campaign achieved the multiple touchpoints needed to genuinely engage Gen Z and drive its overwhelming viral success.

How Gen Z has influenced fragrance marketing

For Gen Z consumers, the decision-making process is not linear; it’s a process of exploration and curation that first starts online. This means brands need to look at their traditional fragrance marketing strategies and adapt to capture their attention.

Brands need to move beyond the traditional, glossy, static advertisements the industry is renowned for, and focus on creating immersive, sensory experiences that bridge the gap between online discovery and in-person engagement. Hyper-targeted online product sampling is an incredibly impactful and effective way to do this.

By using digital platforms to drive physical sampling, brands can, firstly, combat the dupe threat by proving the value of their original scents first-hand. This allows brands to move beyond the static ad and create authentic, memorable experiences that resonate with Gen Z. 

The way consumers buy fragrances is changing, and SoPost is leading the way in how they do that. Let’s talk about how we can launch your next fragrance marketing campaign together. Get in touch today.

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