Removed from the dreamy and fantasised universe typically put ahead by manufacturers, on TikTok, content material creators brazenly speak about perfumes, typically with marked opinions, and make enjoyable of the supposed seductive powers of juices. They describe with quite a lot of spontaneity and authenticity the scent, the color, they share childhood reminiscences, and typically tales (hashtag #perfumehistory has practically 5 million views), removed from the codes of the class, disregarding conventional segmentations and conventional retailing channels.
Fragrance as a visible expertise
TikTok’s video format takes fragrance into a brand new visible universe with bottles put ahead by content material creators who’re in fixed competitors and fully disconnected from model communication points. Below the hashtags associated to fragrance, there are principally movies of evaluations of assorted fragrances, highlighting their key notes and the praises or successes they dropped at the nostril or the creator of the video. There are additionally a variety of Prime 5s and Prime 10s together with each potential sort of rating.
One of many latest traits is to show one’s fragrance assortment in a video: the hashtag #perfumecollection has now reached 373 million views! Therefore, many customers prefer to share their ardour for fragrance and current, bottle after bottle, their assortment, or present their collections, with merchandise typically labeled in accordance with the shade of the bottle or the juice.
Color performs a key function on this media the place consideration should be caught in just a few seconds. It’s not shocking in any case that TikTok likes purple, which provides movies a right away sparkle! Tom Ford’s “Misplaced Cherry” (18.3 million views), Givenchy’s “L’Interdit Rouge”, Jo Malone’s “Scarlet Poppy” (11k views) and Baccarat’s “Rouge 540” (194.3 million views) are all broadly promoted by the platform’s energetic fragrance followers. That is additionally the explanation for the success of perfumes with sculptural and spectacular bottles, similar to these by Paco Rabanne or Carolina Herrera.
TikTok can also be bringing miniatures again into vogue, with 3.4 million views for the hashtag #MiniaturePerfumes. This is a chance for customers to focus on their favorite miniature vials.
TikTok conveys feelings
The facility of the social community may assist reshuffle the deck in a world the place model consciousness is a significant asset. As in different magnificence classes, a video that goes viral with highly effective emotional content material can increase gross sales of an in any other case unknown perfume. Some of the well-known examples being the sudden success of Lacking Particular person, from the US model Phlur, created by influencer Christelle Lim.
On TikTok, not like most commercials, the main target is on the scents and – above all – the impression they produce. Individuals discuss concerning the feelings they set off, the reminiscences they call to mind, the substances they recall. Fragrance substances are extra not often talked about, besides after they clearly emerge from the perfume.
TikTok promotes new practices
The social community has additionally change into an necessary vector for the dissemination of latest gestures. Essentially the most hanging instance is actually that of layering. Widespread within the Center East, this follow – which consists of making use of layers of various perfumes – has lengthy struggled to unfold to different markets.
On TikTok, the hashtag #layeringperfumes now has greater than 363 million views, and is teeming with movies of customers revealing their present mixtures, like @rebeccazeidenberg94, who suggests, for instance, combining for a night, two drops of Shaghaf Oud, by Swiss Arabian, with a sprig of L’Interdit Rouge by Givenchy. The identical feminine tiktoker additionally proposes to mix one’s fragrances with classic purses…
Gen Z in the hunt for dupes
However TikTok will not be solely disrupting the class’s conventional communication and practices. On their favorite community, the Gen Z is also on the hunt for perfume “dupes” (i.e. duplicates, merchandise with traits just like these of different costlier merchandise). The hashtag #perfumedupes has crossed the 114 million views mark. As an illustration, a big variety of movies with tens of hundreds of thousands of views examine sure perfumes from Zara with the far more costly merchandise of selective perfumery manufacturers.
A pattern that may solely encourage the widespread – and sometimes criticised – follow within the perfumery world of utilizing best-selling juices as inspiration to launch related fragrances. However on this topic, the place there’s a nice line between inspiration and imitation, comparability and parasitism, and the place the trade has for years fought the follow of correlation tables, manufacturers are each cautious and suspicious: delighted after they profit from a flattering comparability, a lot much less when their gross sales endure from it.
Nonetheless, the craze for fragrance dupes shouldn’t lead us to imagine that funding in innovation, creativity and model picture has change into futile. The fragrance story on TikTok serves as a reminder of the extent to which emotion is a strong gross sales vector, and that it should above all be based mostly on values of sincerity and authenticity.