Back to the drawing board

Fragrance houses and designer brands are going back to the drawing board to rework their marketing and communication approaches in order to adapt to this radically different consumer.

“This new generation learns visually. They aren’t readers. Their search engine is YouTube, not Google. They use TikTok, Instagram and YouTube to learn new skills. Print ads won’t reach them. Facebook and Google won’t reach them. Fragrance and fashion brands need to focus on sustainability and create inspirational rather than aspirational marketing,” said Cole.

— Read more in Gen Zs love expensive perfume. The curious phenomenon of a small luxury in bad times at National Post.


Leave a Comment

Your email address will not be published. Required fields are marked *


Emily Ratajkowski for Viktor & Rolf Flowerbomb Tiger Lily.

Read More »

The daily lemming

Boka’s limited edition Cherry Blossom toothpaste is already sold out on their website, but you can still pick up a tube at Amazon: “Experience a

Read More »

Thursday scent of the day 2/29

Happy Almost-Friday, happy Almost-March and happy Leap Day! It’s also National Toast Day. RIP Richard Lewis. What fragrance are you wearing? I’m seeing February out

Read More »
Shopping Cart