December Surge in Fragrance Sales Challenges Retailers’ Strategies

December marks a significant period for the fragrance industry, accounting for approximately one-quarter of annual sales of high-end perfumes, colognes, and body mists in the United States. According to market research firm Circana, fragrance sales have outpaced makeup and skincare purchases in the first nine months of the year, highlighting a shifting landscape in consumer preferences.

Despite this growth, selling fragrances presents unique challenges for retailers. Many consumers prefer to shop without assistance, influenced by social media trends such as “fragrance layering.” These shoppers often enter stores with a clear idea of what they are seeking, making it crucial for beauty advisers to adapt their sales techniques accordingly.

At Macy’s, where the fragrance counter serves as a key sales area, beauty advisers undergo extensive training to stay updated on the latest trends. With a workforce of over 10,000 beauty advisers, the company emphasizes the importance of understanding customer preferences, which are often shaped by online platforms like TikTok. As Nicolette Bosco, vice president and divisional merchandise manager for Macy’s beauty business, explained, “Shoppers come in knowing what they’ve seen on TikTok, but our beauty advisers really help them discover what is the perfect scent for them.”

To gain insight into the evolving retail environment, I participated in a training session at Macy’s flagship store in New York City shortly before Black Friday. The training, led by Virginia Dervil, a business manager for Parfum Christian Dior, provided valuable strategies for engaging customers effectively.

Adapting to Customer Preferences

During my time at the Dior counter, I attempted to apply the techniques I learned. Dervil emphasized the importance of engaging customers with a smile and making eye contact, especially as many shoppers wear earbuds and may not hear spoken invitations. Despite my efforts, I only managed to entice three customers to sample fragrances, with no sales completed during my half-hour stint.

Dervil’s guidance highlighted the need for retailers to allow customers to explore fragrances independently. If shoppers express interest, she advised asking whether they are looking for themselves or purchasing a gift. This initial inquiry helps tailor recommendations to their needs.

Customers typically gravitate towards fragrances that sit in the middle range of intensity. Dervil noted that in Dior’s J’Adore line, the “eau de parfum” version is the most popular choice. If customers find it too strong or too light, advisers can guide them to alternatives accordingly.

While attempting to engage shoppers, I learned that the presentation of scents is crucial. Dervil recommended spraying three times on a paper test strip and allowing it to sit briefly before the customer smells it, preventing overwhelming initial impressions. This technique encourages open-ended questions about their preferences, helping advisers gauge what fragrances resonate with customers.

The Complexity of Scent Selection

It is essential for beauty advisers to communicate effectively about the different forms of a fragrance. For instance, Dervil explained that variations like “parfum d’eau” may produce entirely different scents compared to their stronger counterparts. This complexity can influence customer decisions, making it vital for advisers to clearly articulate these differences.

When a customer expresses interest in a scent, advisers can discuss pricing and bottle sizes, aiming to finalize the sale. The intricate process of selling fragrances, as I experienced firsthand, demands a balance of proactive engagement and respect for the customer’s desire for independence.

As the fragrance market continues to thrive, retailers face the ongoing challenge of adapting their sales strategies to meet evolving consumer behaviors. The insights gained from this training experience reveal that success in fragrance retail hinges on understanding customer preferences and facilitating an enjoyable shopping experience.