Online eCommerce has dramatically changed the way companies promote and sell their products. With large online retailers like Amazon and Etsy, even the little people need to understand what sets their industry apart in a digital atmosphere.
Many of these popular products thrive on the customer’s ability to interact with the product before purchase, and this is especially relevant for products like cologne and custom-made perfume.
Although online retail has existed for quite some time, many custom fragrance companies have historically struggled with online perfume and cologne sales. While the COVID-19 pandemic forced many fragrance companies to finally reimagine the online fragrance shopping experience, there are lesser-known custom cologne and perfume makers out there that have yet to achieve proper brand recognition. For online sales to truly flourish without an interactive factor before purchase, they need to revisit some of the new techniques other people have adopted for the eCommerce marketplace.
This article will review some of these digital marketing techniques for private-label fragrance oils and custom cologne and custom made perfume. With the proper digital marketing and brand development techniques, we will show how anyone can bring their unique fragrance to the world.
The biggest obstacle is one we have already mentioned: the inability to try the product before purchase. When it comes to something that is made specifically for the senses, this sounds like a complete dealbreaker. Why would someone want to purchase a fragrance they cannot smell beforehand?
Brand Identity: Set the Mood
Believe it or not, when customers purchase fragrances, they are not so much purchasing the scent as they are purchasing the feeling the scent gives them. A research paper called “Buying Perfume in the Digital Age: A Study on E-Shoppers’ Perceptions and Typologies” suggests that online fragrance shoppers are motivated by “non-functional motives [such as] overcoming bad moods, stress-relief or indulgence in a self-gift are considered as highlights of gratification shopping”(Barbosa, et al, 2021)
If an online shopper is looking for an exotic, private-label aromatherapy oil or a new custom perfume, then the initial impression you make with your branding becomes the most important aspect of your digital marketing plan of attack, not the scent itself.
While this may seem counterintuitive and is not to say that your product needs to ‘bring home the goods’ when they do get to smell it, brand strategy and brand messaging are vital to the initial sale of your product. The description needs to evoke long-forgotten memories or a feeling of comfort and pleasure.
At the same time, you need to explain why your product is special and what sets it apart from the rest of the over-saturated retail fragrance market.
How Do We Achieve This?
Because the words alone are not enough to get you a loyal clientele base, you need to couple your written brand identity with some stunning visuals.
This is where a lot of custom perfume and private label cologne companies trip up because they do not have the budget for high-quality product photography, professional graphic design, or even someone to manage their social media accounts.
The custom made perfume industry has been notoriously difficult when it comes to adapting to change, but to stay afloat and move products in the digital age, custom perfume companies need to invest in a complete rebrand. This will include everything from a new logo design, custom typefaces for all marketing materials, updated website design and user experience (UX), and good all-around content for your branding.
While this may seem like a daunting and expensive task, it is an investment that will pay off in the long run. With a well-designed website and social media presence, you can reach a wider audience with your custom perfume or private-label cologne than you ever could have before.
( Not sure how to build your brand? Check out our blog post on Brand Strategy and Why it Matters.)
Problem # 2: DIfficult Marketing Strategies for Perfume
The second problem custom fragrance companies face is that people are creatures of habit. We purchase what we know and love and rarely venture out into the unknown, especially when it comes to something as personal as custom perfume. Because of this, it has been historically difficult for new perfumes to enter the market with recent trends suggesting that the typical industry leaders such as Dolce & Gabbana and Chanel still leading the pack (“Fragrance and Perfumes Market: Growth, Trends”, 2021).
Customize Their Experience
Although this may be the case, the forecast for 2022 – 2027 looks promising for new perfume makers as the custom perfume market is booming (“Fragrance and Perfumes Market: Growth, Trends”, 2021). If you want to get ahead of the competition, you need to find a way to let people create their custom perfume or private label cologne. There are a few ways to do this, but the most important aspect is to make it an interactive experience.
How do we achieve this?
One way to do this would be to create a custom fragrance quiz on your website that helps people find their perfect scent. This can be anything from a simple set of questions about what type of scents they like to a more in-depth quiz that takes into account their personality type. Once people have taken the quiz, you can then suggest custom perfume or private-label cologne blends that would be perfect for them.
Another way to create an interactive experience is through social media. You can run custom perfume contests where people submit their custom perfume recipes for a chance to win a prize. Not only does this give you some great content for your social media platforms, but it also helps people to feel like they are part of the process.
(Want to start social media campaigns and make high-quality content for your new fragrance line? Get in touch with the pros at Unhinged today!)
Both of these methods will help you to create a more personalized experience for your customers and, in turn, help to build brand loyalty.