From captivating visuals to bold experimentation, fragrance brands are leveraging OOH to create unmissable brand experiences.
As fragrance brands look for new ways to capture mindshare, the category is becoming a testing ground for interactive and culturally relevant forms of advertising that extend beyond the bottle. From timely launches surrounding upcoming events to social media integrations, advertisers are creating experiences that command attention and make fragrance more memorable.
New York Fashion Week returns in September, and while apparel is the main category, fragrance is also a recognized and curated element of each show. Brands are capitalizing on the heightened attention and anticipation surrounding Fashion Week, showing up where fashion audiences work and spend money every day to embed themselves into consumer journeys. The surge of fragrance campaigns is also linked to the growing trend of scented fashion shows, where luxury fashion labels collaborate with fragrance brands to be the signature scent for Fashion Week events, thus priming audiences for what to expect ahead of Fashion Week events.
OOH sampling installations allow consumers to physically try the fragrance and decide whether they will make a purchase. These strategic placements in the center of shopping congestion, near major department stores and other luxury retailers, reflect the importance of placing media and product experience in the same environment. If a consumer steps up to the dispenser and likes the scent, they are conveniently situated near several points of purchase.
Balmain Fragrance Dispenser
Fragrance brands can also leave a lasting impression by maximizing their celebrity partnerships with OOH. Whether it is a one-time partnership or one that spans for multiple years, many advertisers align themselves with notable public figures, putting a familiar face to their fragrance launches. In doing so, leading brands generate connection with consumers and further maximize the return on endorsements by amplifying these well-known figures as people go about their daily routines.
Brands can take the fragrance category to the next level with social media integration, extending online impact from key young audiences to the real world. TikTok, for example, brought ad viewers an engaging activation propelled by the release of Ice Spice’s new fragrance “In Ha Mood,” further fueled by its position as the first brand launched through Ulta Beauty’s TikTok Shop. This activation connected social media engagement to the more tangible real world with OOH, turning everyday ad exposure into a deeper cultural moment. By leveraging an established community of fans and a prominent pop culture figure like Ice Spice, coupled with integrating with a social media platform native to so many users, TikTok created a seamless consumer experience that made this launch unmissable.
In a saturated market, fragrance brands must find ways for their product to stand out. Before a person even smells a scent, they notice the bottle it is sold in. By digitally transforming this primary attribute, advertisers can direct focus to the product, capturing attention from audiences on the move. In a recent activation, Giorgio Armani made the most of full-motion advertising to manipulate the bottle’s size and dimensions and make it appear as though it was coming through the screen, prompting audiences to stop and look. OOH provides advertisers with creative and visually interesting opportunities on digital street furniture, making it possible for fragrance brands to be noticed even in busy environments.
I Will- Giorgio Armani
Explore how fragrance brands and other beauty advertisers are elevating their brand with OOH.
