Nowadays, if you ask a stranger about the perfume they’re wearing, you’re likely to get a response along the lines of “TikTok made me buy it”. With its creative content creators and immersive approach, this platform has breathed new life into the perfume industry. It has transformed the way we discover, discuss, and purchase fragrances, making #PerfumeTok the go-to destination for fragrance enthusiasts and anyone looking to add a touch of luxury to their daily routine.
The fragrance landscape has witnessed a significant shift during this past year, thanks to what is known as #PerfumeTok, TikTok’s hashtag dedicated to all things fragrance-related. This hashtag has not only disrupted the way perfumes are consumed but has also catapulted numerous niche scents to cult-like status.
While traditionally, the perfume industry has relied on the sense of smell to entice consumers into making purchases. One might wonder how a visual and auditory platform such as TikTok has managed to bridge this sensory gap and turned viewers into active buyers. The answer lies in the concept of “quiet luxury”, one of this year’s most notable trends. But how exactly does scent fit within this aesthetic?
@jusderose Replying to @user6432311965912 top 5 designer perfumes for life #perfumetok #fragrancetok #perfume #fragrance
This question has captured the online world’s attention. On #PerfumeTok, creators have been sharing tips and reviews on how to “smell expensive”. Filling the app with recommendations, which according to them, can make you smell like the 1%. #PerfumeTok has evolved into a vibrant community of fragrance enthusiasts who express their thoughts through short video clips. It has become a central hub for perfume lovers, where thousands of creators post reviews, recommendations, dupes, and even tutorials on how to properly apply perfume. One of TikTok’s secrets is its content creators, who use visuals, sounds, and storytelling to create vivid scenarios in which a perfume plays a central role. Viewers are transported into these scenarios, helping them imagine how the fragrance would smell and feel on their own skin. This immersive experience has led to a significant surge in the popularity of niche fragrances.
While traditionally, people have preferred to test a new perfume before purchasing it, TikTok’s influence has shifted our buying process and scent choices. With over 2.5 billion views for #PerfumeTok and 1.1 billion views for #FragranceTok, TikTok has undoubtedly had a substantial impact on the fragrance world.
@perfumerism these are all perfect for fall too !! #perfumetok #fallperfume #fragrance #luxuryfragrance #itgirl #vanilla FRAGRANCES MENTIONED: Soie Malaquais Dries Van Noten Dedcool Milk YSL Babycat 7Virtues Cherry Ambition Fragrance du Bois Minuit et Demi
♬ Lofi/Fashionable/Rose Piano/10 minutes(1455693) – nightbird_bgm
The power of #PerfumeTok has even influenced the best-selling fragrance lists, causing previously dominant scents like Mugler’s Angel and Marc Jacobs’ Daisy to be overshadowed by new, niche perfumes. TikTok’s unique approach to perfume reviews has truly revolutionised the industry and the way brands connect with their consumers.
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[Feature Image Creds: Cosmetic Business]
