Influence in perfumery
ADELE FADILI
Being famous on Instagram and in Gala magazine is all well and good, but do you think it would really happen without “money”?
No, because nothing in life is free: even the most passionate influencer will always want to get something out of it.
In this new blog post, we're going to take wicked pleasure in revealing the inside story and the juicy details of the perfume world. We hope you like gossip because you're about to get your fill!
BEHIND THE SCENES
Everyone knows that image matters in this industry. But you may not realize just how expensive maintaining a reputation can be. Inevitably, this cost is passed on to the selling price of the products, and then to the consumer's wallet. Otherwise it wouldn’t be business!
So how do you buy yourself an image?
These days, we say thank god for social media. Thanks to social media, a brand can build a loyal community, attract consumers who share its values and produce content that reflects who it is. Beauty influencers, as their name suggests, also have a lot of influence… Or not!
Let’s talk about influence!
Quick question: will what an influencer says (when they got the product for free and were pampered with petits fours) necessarily be honest and transparent with consumers?
Hmm... Not always.
Well, yes, because influencers also want to stay on good terms with the brand, without frustrating their community. It's a tricky role... But rest assured, they're not all like that!
Careful: you have to distinguish between paid partnerships, where influencers receive products in exchange for creating posts and stories with more or less scripted messages (again, no sweeping generalizations); and simple product send-outs, where the influencer receives products for free (it's up to them whether to create content about said brand).
In some cases, the influencer gives their own opinion on the quality, the scent of the fragrance, etc. Sometimes, they get influenced themselves... Being given a bottle of bubbly and a full-size product doesn't mean the review shouldn't be objective!
POMPOUS ARTICLES: LET'S TALK ABOUT THEM...
Disclaimer: sometimes there are sincere articles, in which journalists and magazines choose to talk about a particular brand.
In that case, it's a real discovery! Once the article is out, it's make or break. On the other hand, a fair and honest review (that's WHAT we want) helps us buy a cosmetic product and get real value for our money. That was the original essence of niche brands, and of Versatile above all: transparency and no misleading communication. A loyal community can't be bought, and it's quality that will build the reputation!
AND THAT'S NOT ALL!
Sorry to disappoint you, but no, it's not Christian Dior who makes Dior perfumes.
You should know that behind every nose, there are plenty of other little nostrils, all of which play an important role in the creation of a perfume. Unfortunately, they don't always get the credit. These days, perfumers write their formula on a computer (alone or with the help of other perfumers), and once they consider it finished, they send it to the weighing lab. Assistant perfumers then prepare the necessary raw material dilutions so that the perfumer can smell this famous formula. As you'll have gathered, behind every nose there's a big team that is often under a lot of pressure.
So, to answer the question: no, the name being showcased isn't always the one behind the latest hit perfume, but since it's relatively well known (well, no one really knows what perfumers look like), that's the name that gets the spotlight.
At Versatile, it’s Flair who creates our perfumes. A team of cool, artistic women for whom creating perfume goes hand in hand with passion and freedom of expression ❤️
THE END!
We hope this article helps you see more clearly between the brands that pay to look good and those that let their reputation and the quality of their products build their image.
