Fragrance criticism is increasing the interest in perfume.
With the proliferation of bloggers focused on fragrance, an argument can be made that all this attention brings superfluous noise. However, the opposite is the case, argues the Scent Culture Institute’s Dr. Claus Noppeney (above, with Saskia Wilson-Brown, Founder of The Institute for Art and Olfaction).
The increased media attention brings focus to the juice itself – more focus than it has seen for years. And in the context of the buying cycle, Noppeney said, judging and criticism creates awareness, directs interest, motivates trials, influences purchase and builds loyalty.
“A blogger opens a territory that engages the reader in new forms of meaning-making,” he explained, “all in the context of perfume.”
Noppeney shared these thoughts recently during a discussion at the Institute for Art & Olfaction in Los Angeles, titled “Beyond the Juice: The Role of Blogs and Awards.”
Noppeney said: “It is a service to the consumer. It gives a voice to the consumer. It influences taste formation and serves as a guardian of aesthetic values of the perfume directly.”
Blogs encourage comments, discussion and debate, which leads to more active consumer and producer engagement like few other forums do. More conversation leads to more awareness.
The ripples of that awareness can be seen directly at retail. In particular, there is an increase in the space that niche fragrance brands occupy at luxury department stores. The same niche brands are being promoted by specialty fragrance and beauty stores, such as Space NK in London, Nose in Paris and Min in New York. There is even an increase in the niche offerings at duty-free shops in airports.
– Dawn McCoy for The Fragrance Foundation
Dawn McCoy is a host, motivational speaker, social media influencer and creator of the blog, BeautyFrosting. She lives in Los Angeles with her Maltese, Miss Ellie.