By Maile Mccann
Last minute shoppers and brands alike should know that “fragrance gift giving is back in vogue” — just in time for the holiday season. An example of how to draw new crowds this year? The nimble fragrance brand Le Labo offers a creative way to speak to covetable millennial customers who are newly engaged with the fragrance category and avoid dreaded gift returns.
Le Labo was the only brand in Garter L2’s Digital Index: Beauty US to offer discovery sets, a bundle of six of the brand’s best-selling fragrances in a smaller, lower priced form. The set minimizes the stress of purchasing a fragrance without physical trial, a pain point for gifters and self-shoppers alike. So far, the innovation has paid off for Le Labo. From September 2017 to September 2018, the discovery set product page was the fifth most visited page on Le Labo’s site and the second most visited product. Moreover, this success scales to e-tailers: the set is one of Net-a-Porter’s “global bestsellers.”
NPD Group-defined niche or collection fragrance brands like Le Labo and Jo Malone grew 14% in 2017, perhaps partly because of on-site sampling replicate in Le Labo’s unique merchandising efforts. Beauty brands and fragrance brands looking to pull new shoppers this season should consider sets as a way to bridge e-commerce hurdles that usually plague their category during the holiday season and beyond.