A far cry from the dreamy, fantasy universe the brand advocates, on TikTok, content creators are outspoken about perfume, often outspoken, and teasing the seductive power of juice. They describe scents, colors, share childhood memories, and sometimes stories (hashtag #perfumehistory has been viewed nearly 5 million times) with great spontaneity and authenticity, using traditional segmentation and Ignoring traditional retail channels, it is far from a code of categories. .
Perfume as a visual experience
TikTok’s video format takes perfume into a new visual universe With bottles proposed by content creators who are constantly competing and completely detached from the issue of brand communication. Underneath the hashtags related to perfume, there are mostly videos of reviews of different fragrances, highlighting the important notes and the praise or success they brought to the noses and the creators of the videos. There are also numerous Top 5s and Top 10s along with all types of rankings.
One of the latest trends is to show your perfume collection on video. The hashtag #perfumecollection has now reached 373 million views. Therefore, many users share their passion for perfumes and prefer to give away bottle by bottle, display collections, sort products according to the shades of bottles and juices.
Color plays an important role in this medium Where you need to grab your attention in seconds. After all, it’s no surprise that TikTok likes red. Red makes your videos instantly glow! Tom Ford’s “Lost Cherries” (18.3 million views), Givenchy’s “L’Interdit Rouge”, Jo Malone’s “Scarlet Poppies” (11,000 views), Baccarat’s “Rouge 540 ‘ (194.3 million views) are all widely promoted by the platform’s active perfumes. fan. This is also the reason for the success of perfumes with sculptural and spectacular bottles, such as Paco Rabanne and Carolina Herrera.
TikTok is also bringing miniatures back into fashion with 3.4 million views on the hashtag #MiniaturePerfumes. This is an opportunity for the user to showcase his favorite miniature vial.
TikTok to convey emotions
The power of social networks also helps Reshuffling decks in a world where brand awareness is a key assetAs with any beauty category, viral videos with strong emotional content can boost sales for otherwise unknown fragrances. One of the most famous examples is the sudden success of US brand Missing Person. Pururucreated by influencer Christelle Lim.
On TikTok, unlike most commercials, We focus on scent and above all on the impact it creates.People talk about the emotions they evoke, the memories that come to mind, the substances they remember. Perfume ingredients are rarely mentioned, except when they clearly emerge from the fragrance.
TikTok is pushing new practices
Social networks have also become an important vector for popularizing new gestures.The most prominent example is certainly layeringAlthough common in the Middle East, the practice, which consists of layering layers of different perfumes, has long struggled to spread to other markets.
TikTok is flooded with videos of users sharing their current combinations, with over 363 million views for the hashtag #layeringperfumes. For example @rebeccazeidenberg94 suggests that at night he combines two drops of Shaghaf Oud. Arabian sprayed with Givenchy’s L’Interdit Rouge. The same female Tik Toker also suggests pairing her own fragrance with a vintage handbag…
Gen Z looking for duped
But TikTok does more than disrupt the traditional communication and practices of this category. Gen Z is their favorite network, looking for perfume “fakes” (that is, replicas, products with similar characteristics to other, more expensive products). The hashtag #perfumedupes surpassed his 114 million views. For example, quite a few videos with tens of millions of views compare specific perfumes from Zara to much more expensive products from select perfume brands.
It’s a trend that only furthers the common and oft-criticized practice in the perfume world of using best-selling juices as inspiration to launch similar fragrances. There’s a fine line between parasitism and brands are both cautious and skeptical about a subject where the industry has battled correlation table practices for years. Much less when their sales suffer from it.
But the perfume craze shouldn’t lead you to believe that your investment in innovation, creativity, and brand image has been wasted.Emotion is a powerful sales vector, and above all, honesty and authenticity should lead perfume stories on TikTok. It reminds us that it should be based on the value of
