#PerfumeTok: How TikTok Is Singlehandedly Changing The Way We Shop For Scents
When it comes to picking a new perfume, most of us prefer to spritz before buying. But now the popular social media platform is influencing our scent choices…
#PerfumeTok is a community of fragrance enthusiasts who share their thoughts on perfumes through short videos. It’s quickly become a hub for fragrance lovers, with thousands of creators posting their reviews, recommendations and even tutorials on how to apply perfume.
To date, the #PerfumeTok and #FragranceTok hashtags have over 2.5 billion and 1.1 billion views respectively, and in the MENA region alone #PerfumeTok has garnered more than 31 million views in the past six months alone. “According to [research by] Redseer, 42 per cent of UAE consumers and 33 per cent of Saudis say they find inspiration in luxury products via posts from creators on digital platforms. While luxury marketing used to be dominated by brands and celebrities due to the category’s exclusivity, TikTok has levelled the playing field, effectively putting a studio with music, effects and editing tools in everyone’s pocket,” explains Jochen Bischoff, head of Consumer Business Partnerships MENA – Global Business Solutions at TikTok.
The power of #PerfumeTok has also directly affected the best-selling scents list, with previously dominant fragrances such as Mugler’s Angel and Marc Jacobs’ Daisy being overshadowed by new, niche perfumes that audiences may not have discovered in-store. TikTok’s secret? Its content creators, who use visuals, sounds and narrative to create a compelling picture of perfume in different settings, such as a vacation, a first date, or a job interview. Through these reviews, audiences are transported into the scenario, which helps them imagine how the perfume smells and feels on their skin. This has led to a niche fragrance boom in the industry.
“TikTok has become a game-changer in the perfume industry and in how we connect with our consumers and reach new potential ones,” agrees Kilian Hennessy, Founder of Kilian Paris, whose Love, Don’t Be Shy perfume is one of the most popular scents on the platform.
As the hashtag #TikTokMadeMeBuyIt proliferates across social media, it is clear that the platform has found a creative and novel way for fragrances to connect with a whole new generation of budding perfume aficionados. So next time you’re after a new signature scent, you might want to scour the videos of #PerfumeTok before you hit the stores.
Lead Image: Paul Zak
From Harper’s Bazaar Arabia: The Future