It's interesting because I bought the Merit perfume without seeing it or reading as much as I normally would about it. I really trust their brand and use their products every day, so I assumed I would also love their perfume and I was correct! I guess it proves their brand loyalty and the quality of all their products... but I do love that they released a perfume scent.
I have an old bottle of Glossier You that I still love! I think your argument is interesting in the Glossier You context because it's supposed to smell different on everyone, and while I'm tbd on if that is true, that would allow the it-girl brands to continue to sell the same product while maintaining everyone's "signature scent".
On a different note, I'm curious what your thoughts are on Dossier perfume dupes for higher end brands. If they truly smell the same, is it just the "cool & luxury" factor that keeps people purchasing the higher end version of the scent?
True! Glossier You is supposed to smell slightly different on everyone, but I think I can still identify it when someone is wearing it :)
Great question about dupes – I was thinking about writing more about the price points for perfumes, but that took me down a whole rabbit hole about luxury goods in general. Dupe culture has definitely democratized and popularized perfumes. Younger generations might not have had the disposable income to spend on perfumes in the past, but now, cheap versions of delicious scents have made perfume more popular than ever among young people.
Perfume is also an interesting case study in dupe culture because it's obviously very difficult to tell if someone is wearing a dupe perfume – it's not a physical good, it's not observable like a hand bag is. I think that luxury status definitely plays a role in pushing the higher-end version, for sure. Dupes might smell incredibly similar to the real thing, but I also think the real thing has more value by staying on your skin longer. Curious to hear your thoughts too!
This is exactly where I was going with it! In my mind, people buy luxury items because others know it's luxury. But if others cannot perceive if it's the real thing or the dupe, then what is the motivation of buying the more expensive option. Agree that this is a deeper dive into consumer buying habits and motivations!
I found the MERIT launch really interesting because instead of mainly relying on the emotional appeal, they focused on functional benefits and clinical testing to substantiate their long lasting formula. This storytelling is in line with their beauty offering, a category famous for problem/solution-focused approach.
The pricing is also notable. The absolute price is relatively low at $92 but it’s only because it’s a 30ml. If we look at a price/ml it would retail for more than $300 for a 100ml bottle. This is aligned with the niche category vs. the typical Sephora designer offering which are almost half the price for a 100ml. It suggests customers are looking to build a fragrance wardrobe, purchasing smaller bottles to rotate through different scents.
Great points! I didn't even consider the volume of the bottle, but that definitely makes sense that customers might be looking to build a fragrance collection vs. one signature scent, particularly with the rise of perfume conversations on Tiktok.
Maybe it's because you couldn't try the fragrance in store? Curious to know once you have it in you hands if you have the same feeling or if it ends up looking tiny? I also need to check it out in store to see and more importantly smell it!
I hadn't heard about the coffee table book from Merit—it's a very cool idea, but yeah, I am curious to know if/who would buy it. The Merit bottle is stunning and like a work of art in itself. I honestly would buy the fragrance for that reason alone—that it would look amazing on my bathroom counter or bedroom shelf.
Fragrance is such a fascinating product to explore, and I’m excited to see Glossier expanding their You fragrance line (by the way, I’ve tried both versions and prefer Doux). Fragrance is special because it’s not immediately visible; we only really notice it when we’re close to someone in a more intimate setting or if someone happens to pass by us. However, as a perfume gains popularity, it can become so common that it loses that unique appeal. For instance, I vividly remember the L Train Bedford stop filled with the scent of Le Labo’s Santal 33, blending with New York’s other unforgettable aromas. When I chose my first bottle, I opted for something other than Santal 33 because I didn’t want to smell like everyone else (and I know the world is bigger than Brooklyn, but at the time that was my world). I still love the scent, but I wanted something that felt unique to me.
I’m always a bit self-conscious about smelling bad, so receiving compliments on my fragrance is one of the best things to hear. That said, fragrance is also something people love to collect, and I often switch between a few scents based on my mood or the season. Scents have such a strong grip on memory, too—there are a few scents I associate with past friends or relationships, and whenever I smell them in public, they bring back memories, both good and bad.
I totallyyy feel this. Glossier You isn't that appealing to me because a lot of other Brooklyn girlies are wearing it! (it is supposed to mesh with your personal scent and smell different on everyone, but it's still recognizable to me.)
I love that you mentioned that scent is so tied to memory. I wonder if Gen Z's love for perfume is related to trends of nostalgia among Gen Z too!
I think perfume uniqueness is so fascinating because it is something only really to be experienced by others offline/in person... of course besides posting your perfume. Whereas make up/clothes you can easily show off on socials
It's interesting because I bought the Merit perfume without seeing it or reading as much as I normally would about it. I really trust their brand and use their products every day, so I assumed I would also love their perfume and I was correct! I guess it proves their brand loyalty and the quality of all their products... but I do love that they released a perfume scent.
I love that! Perfume is kind of like the ultimate test of brand trust :)
I have an old bottle of Glossier You that I still love! I think your argument is interesting in the Glossier You context because it's supposed to smell different on everyone, and while I'm tbd on if that is true, that would allow the it-girl brands to continue to sell the same product while maintaining everyone's "signature scent".
On a different note, I'm curious what your thoughts are on Dossier perfume dupes for higher end brands. If they truly smell the same, is it just the "cool & luxury" factor that keeps people purchasing the higher end version of the scent?
True! Glossier You is supposed to smell slightly different on everyone, but I think I can still identify it when someone is wearing it :)
Great question about dupes – I was thinking about writing more about the price points for perfumes, but that took me down a whole rabbit hole about luxury goods in general. Dupe culture has definitely democratized and popularized perfumes. Younger generations might not have had the disposable income to spend on perfumes in the past, but now, cheap versions of delicious scents have made perfume more popular than ever among young people.
Perfume is also an interesting case study in dupe culture because it's obviously very difficult to tell if someone is wearing a dupe perfume – it's not a physical good, it's not observable like a hand bag is. I think that luxury status definitely plays a role in pushing the higher-end version, for sure. Dupes might smell incredibly similar to the real thing, but I also think the real thing has more value by staying on your skin longer. Curious to hear your thoughts too!
This is exactly where I was going with it! In my mind, people buy luxury items because others know it's luxury. But if others cannot perceive if it's the real thing or the dupe, then what is the motivation of buying the more expensive option. Agree that this is a deeper dive into consumer buying habits and motivations!
This makes me think of scent lab - they just launched a new scent with a pop up that had irl lines around the block!
omg i had no idea! just checking out their website now and they have such a fun brand...
Def check out their cofounder’s work! https://substack.com/@alikriegsman?r=3o4m7&utm_medium=ios&utm_source=profile
Khloe Kardashian is now joining in on Gen Z’s obsession too
Omg yes! Everyone is getting in on fragrance right now :)
I found the MERIT launch really interesting because instead of mainly relying on the emotional appeal, they focused on functional benefits and clinical testing to substantiate their long lasting formula. This storytelling is in line with their beauty offering, a category famous for problem/solution-focused approach.
The pricing is also notable. The absolute price is relatively low at $92 but it’s only because it’s a 30ml. If we look at a price/ml it would retail for more than $300 for a 100ml bottle. This is aligned with the niche category vs. the typical Sephora designer offering which are almost half the price for a 100ml. It suggests customers are looking to build a fragrance wardrobe, purchasing smaller bottles to rotate through different scents.
Great points! I didn't even consider the volume of the bottle, but that definitely makes sense that customers might be looking to build a fragrance collection vs. one signature scent, particularly with the rise of perfume conversations on Tiktok.
Maybe it's because you couldn't try the fragrance in store? Curious to know once you have it in you hands if you have the same feeling or if it ends up looking tiny? I also need to check it out in store to see and more importantly smell it!
I think the only other fragrance brand with a ceramic that I know of is Diptyque, it’s an interesting way to go.
I hadn't heard about the coffee table book from Merit—it's a very cool idea, but yeah, I am curious to know if/who would buy it. The Merit bottle is stunning and like a work of art in itself. I honestly would buy the fragrance for that reason alone—that it would look amazing on my bathroom counter or bedroom shelf.
It is so beautiful!
Fragrance is such a fascinating product to explore, and I’m excited to see Glossier expanding their You fragrance line (by the way, I’ve tried both versions and prefer Doux). Fragrance is special because it’s not immediately visible; we only really notice it when we’re close to someone in a more intimate setting or if someone happens to pass by us. However, as a perfume gains popularity, it can become so common that it loses that unique appeal. For instance, I vividly remember the L Train Bedford stop filled with the scent of Le Labo’s Santal 33, blending with New York’s other unforgettable aromas. When I chose my first bottle, I opted for something other than Santal 33 because I didn’t want to smell like everyone else (and I know the world is bigger than Brooklyn, but at the time that was my world). I still love the scent, but I wanted something that felt unique to me.
I’m always a bit self-conscious about smelling bad, so receiving compliments on my fragrance is one of the best things to hear. That said, fragrance is also something people love to collect, and I often switch between a few scents based on my mood or the season. Scents have such a strong grip on memory, too—there are a few scents I associate with past friends or relationships, and whenever I smell them in public, they bring back memories, both good and bad.
I totallyyy feel this. Glossier You isn't that appealing to me because a lot of other Brooklyn girlies are wearing it! (it is supposed to mesh with your personal scent and smell different on everyone, but it's still recognizable to me.)
I love that you mentioned that scent is so tied to memory. I wonder if Gen Z's love for perfume is related to trends of nostalgia among Gen Z too!
I think perfume uniqueness is so fascinating because it is something only really to be experienced by others offline/in person... of course besides posting your perfume. Whereas make up/clothes you can easily show off on socials
Right?! It's a very interesting challenge to market perfume! That also contributes to the individuality behind signature scents.