Abstract
The dead live longer, that also applies in the perfume industry. In this chapter, the dynamics of trends, in particular the retro trends in perfume ingredients are presented using the example of the violet. Then it is about the first revolution in the perfume industry: the discovery of alcoholic perfume—all with the aim of collecting a lot of interesting material for one’s own storytelling or to fascinate as a perfume influencer. In the second part of the chapter, we discuss how perfume digital marketing has evolved in recent years and reported on remarkable findings from today’s influencers on how to successfully market a brand or perfume, especially through short videos, played on social media channels. For this, very concrete ideas and tips for the creation and dramaturgy of short videos are given. Furthermore, the chapter gives indications which perfumes are particularly suitable for online marketing.
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Mensing, J. (2023). Scent Online: Storytelling and Digital Marketing of Perfumes. In: Beautiful SCENT. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-67259-4_7
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DOI: https://doi.org/10.1007/978-3-662-67259-4_7
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