A shift toward higher quality storytelling on Reels specifically. It doesn't seem to translate to TikTok yet, but on Instagram, there are new examples finding success like these:
The idea of Gen Z buying fragrance without smelling it first is crazyyyy to me.. especially for a product that at its core, is an entirely sensory experience. It was interesting BOF also talked about the significant investment brands are making in AI for e-commerce to suggest scents through a short quiz. I am glad to read many brands are still prioritizing in-person discovery and experiences.
Can you imagine how many perfumes I actually blind buy?
That is a really big thing. I can only imagine this happening in the perfume industry where perfume house are gonna be increasingly good and creative at consumers blind buying
How’s it so that someone can buy something they can’t smell, but can only read about and imagine and visualize. Sounds like quite a phenomenon
Fragrance is the most flexible aspect of style and yet still remains personal. It can reflect who you are, who you want to be and if I gain ten pounds it doesn't sit in my closet unworn. Surprise Gen Z aren't the only blind buyers I do it all the time. Fragrance is made for discovery and fun.
It’s the quote on having “specific fragrances for specific moments in your life” for me. It’s cool to see how fragrances can be sold through pure storytelling around moments, and how this opens the way for people building their own scent wardrobes to pair different moments with different scents
Fragrance evokes memories, moments, aspirations - it’s eternal. And you can do this at pretty much any price point, so it’s attainable no matter your budget.
Between wardrobing, layering, and cinematic social, there's so much good energy in the space right now. Great Signal!
What’s cinematic social 👀?
A shift toward higher quality storytelling on Reels specifically. It doesn't seem to translate to TikTok yet, but on Instagram, there are new examples finding success like these:
https://www.instagram.com/p/DR9Bp3uEow5/
https://www.instagram.com/reels/DO_TJYzjuKs/
Rachel Karten chats about this a bit in her substack!
this is an EXCELLENT example of a brand showing up on substack in a considered way. brill strategy to launch with emma.
More to come! Thanks for the sweet note
The idea of Gen Z buying fragrance without smelling it first is crazyyyy to me.. especially for a product that at its core, is an entirely sensory experience. It was interesting BOF also talked about the significant investment brands are making in AI for e-commerce to suggest scents through a short quiz. I am glad to read many brands are still prioritizing in-person discovery and experiences.
Soooo excited to have ShopMy on Substack!! 🫶🏽
Very excited to follow along!
Happy to have you here!
Wow yes!!! Here for this!
Spot on. Consumers are buying into the brand story and then making it their own by layering into their existing collection. Excited for more of this!!
At-home chemists!
Visualization
Emotions
And storytelling
Can you imagine how many perfumes I actually blind buy?
That is a really big thing. I can only imagine this happening in the perfume industry where perfume house are gonna be increasingly good and creative at consumers blind buying
How’s it so that someone can buy something they can’t smell, but can only read about and imagine and visualize. Sounds like quite a phenomenon
Fragrance is the most flexible aspect of style and yet still remains personal. It can reflect who you are, who you want to be and if I gain ten pounds it doesn't sit in my closet unworn. Surprise Gen Z aren't the only blind buyers I do it all the time. Fragrance is made for discovery and fun.
It’s the quote on having “specific fragrances for specific moments in your life” for me. It’s cool to see how fragrances can be sold through pure storytelling around moments, and how this opens the way for people building their own scent wardrobes to pair different moments with different scents
This is a great commentary on the fragrance world
Fragrance evokes memories, moments, aspirations - it’s eternal. And you can do this at pretty much any price point, so it’s attainable no matter your budget.