Fragrance: Creators, consumers and campaigns, Q4 2023

Brands could grow consumer engagement in Q1 2024 by working with fashion influencers who are skilled at creating “routine” content.

This independent review of creator content featuring fragrance throughout Q4 2023 provides strategic data-driven direction for brands in Q1 2024.

It also features two comparative data charts:

  • The top ten most engaging influencer ads about fragrance.
  • Top ten most engaging organic posts about fragrance.

Key findings include:

– The growth opportunity for fragrance brands when it comes to influencers is integrating their product into the feeds of fashion creators driving engagement via “routine” and “get ready with me” formats. The average engagement rate of the top ten organic posts was 4.8% and 70% of this content detailed creators’ routines.

– Creator content from brand events is effectively driving consumer interest if the event is positioned as glamorous and has some level of exclusivity – 30% of influencer adverts in the top ten were in this format.

Additional reading on CORQ:

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