MAKING SENSE OF SCENTS ON #PERFUMETOK

We look at how social media is revolutionising the perfume industry worldwide, and changing the way we think about signature fragrances.

- Balvinder Sandhu

Many of us have a signature scent. It’s that one fragrance we reach for that encapsulates our personality. While it used to take years of trial and error to pick a signature scent – sometimes even having a scent we didn’t necessarily like at first grow on us – the way we are choosing one has changed dramatically. And it’s all thanks to the influence of social media.

The existence of #Perfumetok has reimagined and remarketed the idea of a signature scent for a new generation of perfume connoisseurs. The flooding of perfume content on social media sites has encouraged more experimentation among consumers, and introduced a suite of fragrances to people who might not have access to them.

And with over 400,000 posts with the #Perfumetok hashtag, social media platforms like Tiktok have become a lucrative way for brands to market their products to a large audience.