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Startups Vying To Crack Code For Online Fragrance Sales

 
• By Lauren Nardella

In an era of department store closings and mass consumer migration online, fragrance marketers are uniquely disadvantaged by the shrinking opportunity for in-store product testing. A growing field of startups are tackling the challenge via sampling programs, vibrant digital experiences and customization.

two hands trying to connect couple puzzle piece with sunset background. Jigsaw alone wooden puzzle against sun rays. one part of whole. symbol of association and connection. business strategy.

Rising fragrance companies are relying increasingly on social media and “storytelling” websites to capture consumers’ imaginations before their noses, and using sampling and personalization platforms to seal the deal.

In a scentless digital universe, fragrance innovators face obvious challenges, but there’s also growing opportunity to break free of traditional retail constraints and nab share from long-established powerhouses.

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