It is one thing to have manufactured a good fragrance or perfume, but another to market it successfully and generate significant sales. Push Promotions has vast experience in product and services promotion, and so have put together 5 ways to promote a fragrance! 

The UK Fragrance Industry

The fragrance industry in the UK is a significant part of the country’s economy, encompassing various aspects such as manufacturing, distribution, retail, and innovation. The UK has a rich history of fragrance manufacturing, with several companies producing perfumes, colognes, and other scented products. Some well-known fragrance manufacturers in the UK include Jo Malone, Molton Brown, Penhaligon’s, and Floris London. Fragrances are sold through various channels in the UK. For example, department stores, specialist fragrance shops, pharmacies, online retailers, and supermarkets. High-end perfumeries like Harrods, Selfridges, and Liberty London offer a curated selection of luxury fragrances. Whilst mainstream retailers like Boots and Superdrug cater to a broader customer base with a mix of designer and affordable brands.

Push’s 5 Ways To Promote A Fragrance

All of these suggestions are based on field marketing techniques to engage directly with potential customers face-to-face. Therefore techniques such as TV campaigns, celebrity endorsements, and magazine features will not be included. These are all feasible and relatively inexpensive approaches to fragrance marketing.

Push Promotions can provide promotional staff to man each of the following perfume marketing techniques. We have over 3000 staff on our books, many of which have experience working in the cosmetics and fragrances industry. We handpick each member of staff for every individual event to ensure that they are the perfect fit for the brand. For more information on our previous experience, please visit our website here.

1. Scratch & Sniff Scent Samples

Scratch and sniff involve the application of a scented coating to items such as stickers or paperboard so that when the coating is scratched it releases a scent. Regarding fragrances, free scratch and sniff cards can be distributed so customers can see what your perfume smells like. This is a good strategy to implement if you are promoting in a very busy fast-moving place- e.g. train stations or exhibitions. 

The public may not want or have time to spend chatting to a brand ambassador, or time to participate in an activity, but simply grabbing a scatch and sniff is quick and easy. It also ignited intrigue- what will it smell like once scratched? People can take away the scratch and sniff, and smell it when they get a chance, and continue to scratch it and show others if so desired. It is also a novelty and incites nostalgia, remaining people of childhood scratch and sniff books and sticker collections. 

Hundreds, if not thousands, of samples can distributed quickly, and sent easily around the country (they are not bulkly like larger liquid fragrance samples).

2. Free Fragrance Samples Or Branded Freebies

This perfume marketing technique is similar to the one above but on a larger scale. Whereas scratch and sniff are for quick ‘flying-visit’ interactions with potential consumers, liquid fragrance samples are often received alongside a conversation with a brand ambassador. Physical samples are more expensive as they involve distributing the actual product as well as a suitable receptacle to house it in (usually a small plastic container). But such samples means that the public can actually try the product as they would if purchased. They can use the sample over a few days on their clothes and skin, getting used to, and convinced by the smell.

The public will often take a sample just because it is free and available. However, after using it, a significant percentage of samplers may be convinced and converted into buyers.

Moreover, branded freebies are a good way to get your brand imagery out there and into public consciousness. For example, think tote bags, keyrings, stress balls, caps, and fans emblazoned with your company logo or slogan. The public will use these items in their daily lives, generating brand awareness. 

Push has lots of staff with product sampling experience who can work on such campaigns. It is important for product sampling staff to know the ingredients of all samples to prevent any reactions.

3. Loyalty/Refill Scheme

Like Prada’s recent Paradoxe perfume– promoted by none other than Emma Watson- consider a refill/loyalty scheme. In the current climate of heightened eco-awareness, it is important for brands to consider the environment. Perfume bottles are famous for their intricate and memorable designs. However once depleted, such bottles are thrown away to landfill. 

Therefore, having a refill scheme with your fragrance will prevent this packaging wastage and help your ‘green’ appeal. And a loyalty scheme (e.g. 10% off the original price for a refill, or a free refill after 5 paid refills) will help people save money. Both strategies will incite brand loyalty. You can target a wide range of people with such a policy.

Having brand ambassadors on hand at perfume counters to promote this offer is a great way not only to spark conversation with potential customers but to convince them to try your product. Brand ambassadors have experience interacting with the public and creating positive memorable conversations. 

4. Interactive Games

Marketing should be fun and interactive. Organise games and competitions to attract public attention and create memorable brand interactions. For example, Push has previously worked with Netflix on escape-room-style games to promote a detective movie, with Duracell on a static electricity challenge, and Absolut Vodka on a couples countdown game with the prize being a free drink.

Moreover, interactions are usually only available to a few people at a time. Consequently, queues often form, resulting in intrigue from passersby, and ultimately more attention to your brand. 

Fun, enthusiastic, and personable promotional staff are required for such interactive marketing campaigns. Push’s staff have the skills and experience to make them a success so consider hiring our staff today.

5. Photo Opportunities

Consider creating a large photo backdrop (including your brand logo of course) for the public to pose in front of. People will take photos with it and likely post them on social media, displaying your brand, and thus promoting it, to potentially thousands of people. 

There are many things that could be included on such backdrops. For example, if your brand has a celebrity partnership, the backdrop could include the celebrity to scale, making it look like photo-takers are meeting and posing with the famed celebrity. Another example is an optical illusion or sea-side-style face-pop-out board. There are therefore many creative ways to explore this idea. Just remember to make sure that your brand is visible on the backdrop so that brand promotion remains at the forefront.

So there you have it. 5 ways to promote a fragrance to the public! All of these marketing techniques are easily implemented and have been proven to work. As aforementioned, Push can provide experienced staff to work on any promotional campaigns, including those for fragrances.