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The nose who knows …
About selling luxury fragrances online in the 2020’s: eCommerce has been soaring for luxury goods in general. Now when it comes to selling high end scents, is the specificity of the product an obstable ?
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4 Replies
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i read a study recently and various polls. It says 65 % of customers still buy instore … i think thats the 35 % share left is considerable for this category of goods.
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In my humble opinion, I believe all the beauty products has the need to focus on the traditional selling strategies. You cannot possibly expect the consumer to buy a scent over the sight of a pretty flask on the internet, taking in consideration every scent behave differently in each skin. Same for makeup, even though the shades and wide range of colors offers some assurance while online shopping, it is impossible to really know how the product will blend and when talking about high end products like the Dolce & Gabanna line of makeup, we are speaking of an investment and a vote of confidence at the brand that the X product will deliver a long term benefit to ones skin and live up to the expectation. So, how the person would actually do this kind of investment without having tried at least once?
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I agree find it difficult to replace the ” live ” experience with online buying with some goods, especially perfumes. But who knows with AI, one day they might even create a technology to recreate and spray fragrances via the internet …
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I thought the same until I read the revenue report for perfumes firms … Online is soaring
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