It's one big missing piece. My experience over instagram post & reels led marketing by most such brands is that they all feel similar to each other and compete the mindspace with other personal care brands that are also trying the same imagery.
Some storytelling is visible, but there is a gap and lot more needs to be done.
One new 'trend' that I hoped to understand but found missing was the DIY perfume kiosks that are popping up everywhere. While it looked interesting earlier, now they have made the whole science/art of perfumery feel like a 'cheap' act.
What got them started and what role will they play according to you?
This reminded me of a pet parent I knew who used to spray perfume on their dog, not as a freshener, but just so it would smell good. I thought it was quirky until I saw that Dolce & Gabbana had actually released a perfume just for pets. It shows how uniquely markets can expand. Great post sir.
Also, I have sent you a personal message. Whenever you're free, could you please take a look?
It's criminal that I got to read this for free. It was akin to reading an IWSR report.
For men in India, fragrances have gone from being a single-product habit to a repertoire. Few men are willing to wear the same Old Spice that smells like an old barber shop for 40 years anymore. There is now a carousel of scents, curated by occasion. I pride myself on not giving in to social media fads, but while reading this I realised I have five different bottles of perfume.
Perfume is also a remarkably good way of showcasing yourself as a discerning consumer. There is a learning curve, EDP, EDT, top notes, base notes, and each new bit of vocabulary can be deployed into conversation as a personality trait.
I think brands have gotten smarter about this too. Consumers have learned that EDP is supposed to be the “better” product over an EDT, so I see a lot of brands position their fragrances as EDP even if there's no mention of oil concentration on the bottle and the scent disappears within a few hours. Forget the fact that the fragrance is supposed to mature into something completely different as it settles on your skin or clothes.
A friend bought a tester set from House of EM5. There was one called Sable that I really liked, but it barely lasted two hours. He still bought the larger bottle. His reasoning: he can simply reapply it as the scent fades, and it will still cost less than his Oud Arabia. Sable is a dupe of Byredo Black Saffron, which retails for more than ₹20,000. I am still not sure of the maths.
A few years back, I got to work with Shiseido. The depth with which they approach their brand story is something very few Indian brands have even scratched the surface of. But then again, very few Indian brands play at that price point.
And finally, a shoutout to Hokage by The Souled Store. Not that they need it. The last time I visited their store, the guy behind the desk told me it was flying off the shelf.
Wow - that was a thorough read. I'm now wondering if you think it's worth your while to comment on why Lush hasn't yet re-entered India!
Brilliant post. Thanks a lot.
On Brand building
It's one big missing piece. My experience over instagram post & reels led marketing by most such brands is that they all feel similar to each other and compete the mindspace with other personal care brands that are also trying the same imagery.
Some storytelling is visible, but there is a gap and lot more needs to be done.
One new 'trend' that I hoped to understand but found missing was the DIY perfume kiosks that are popping up everywhere. While it looked interesting earlier, now they have made the whole science/art of perfumery feel like a 'cheap' act.
What got them started and what role will they play according to you?
Thanks for taking the time to read and share your thoughts as always, Pritesh! Will nudge Harnidh to get back to you re your question :)
this was a brilliant read. love the nod to the replica line, always felt like they had a brilliant story going for them.
Appreciate you taking the time to read, Ashwin!
This reminded me of a pet parent I knew who used to spray perfume on their dog, not as a freshener, but just so it would smell good. I thought it was quirky until I saw that Dolce & Gabbana had actually released a perfume just for pets. It shows how uniquely markets can expand. Great post sir.
Also, I have sent you a personal message. Whenever you're free, could you please take a look?
It's criminal that I got to read this for free. It was akin to reading an IWSR report.
For men in India, fragrances have gone from being a single-product habit to a repertoire. Few men are willing to wear the same Old Spice that smells like an old barber shop for 40 years anymore. There is now a carousel of scents, curated by occasion. I pride myself on not giving in to social media fads, but while reading this I realised I have five different bottles of perfume.
Perfume is also a remarkably good way of showcasing yourself as a discerning consumer. There is a learning curve, EDP, EDT, top notes, base notes, and each new bit of vocabulary can be deployed into conversation as a personality trait.
I think brands have gotten smarter about this too. Consumers have learned that EDP is supposed to be the “better” product over an EDT, so I see a lot of brands position their fragrances as EDP even if there's no mention of oil concentration on the bottle and the scent disappears within a few hours. Forget the fact that the fragrance is supposed to mature into something completely different as it settles on your skin or clothes.
A friend bought a tester set from House of EM5. There was one called Sable that I really liked, but it barely lasted two hours. He still bought the larger bottle. His reasoning: he can simply reapply it as the scent fades, and it will still cost less than his Oud Arabia. Sable is a dupe of Byredo Black Saffron, which retails for more than ₹20,000. I am still not sure of the maths.
A few years back, I got to work with Shiseido. The depth with which they approach their brand story is something very few Indian brands have even scratched the surface of. But then again, very few Indian brands play at that price point.
And finally, a shoutout to Hokage by The Souled Store. Not that they need it. The last time I visited their store, the guy behind the desk told me it was flying off the shelf.