8 Min Read |
Since the pandemic began, many channels within the beauty industry have suffered from the lockdown restrictions imposed to counteract it. Reduced footfall has meant that many product lines have had to migrate almost entirely to online platforms in order to remain viable.
Generally, digital commerce has been welcomed since the browsing part of a shopper’s experience is not overly hampered by buying remotely. Unfortunately, fragrances are uniquely ill-suited to this type of experience since customers are unable to test them remotely.
With the majority of physical stores either shut down completely or at least operating with reduced capacity, this has dealt a stinging blow to the fragrance market. The question is: How can beauty brands and retailers adapt in order to recapture customer engagement with emerging fragrances?
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Updated July 2021