How to Promote a New Perfume

by Rose Brown - Updated November 08, 2018
Perfume bottles on a silver tray

Perfume is a multi-million-dollar industry. Hundreds of new fragrances are released annually, and consumers never seem to tire of buying fragrances for themselves, their friends and their loved ones. While a quality product and positive word of mouth go a long way in the world of fragrances, few new perfumes succeed without promotion. You must attract consumers’ attention in a way that will motivate them to try – and, hopefully, buy – your new perfume.

Promote Through Content

People who are interested in perfume do a lot of their research and shopping on the internet. There are numerous blogs devoted to new perfumes, perfume reviews, handcrafted or niche perfumes, and more. You could notify perfume bloggers about your perfume and ask them to mention it on their blogs. Send samples of your perfume to the blogs’ authors and encourage them to post reviews of it. Let them know where it is available for purchase. Get your product out there and create a buzz about it via the web.

Pay for Ads

Paying to advertise can create a lot of exposure. Trial a series of Facebook ads, which target consumers based on their gender, age and interests, or place an ad directly on one or more of the most popular online perfume blogs. Ideally, the ads will click through to an online store where consumers can purchase the product immediately. Alternatively, create a print ad to be published in a beauty- or fashion-related publication. Always include information about where your perfume can be purchased, such as a web or store address.

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Create an Online Home

Creating a website specifically centered around your perfume gives your product a home base where visitors can check out your About page, get the vibe of your brand, discover your newest perfumes, link to your Facebook page and, of course, add their favorites to their online cart. If you are not skilled at designing a website, you can find a variety of companies online who make it very easy to establish a website in a matter of hours using pre-made templates; all you have to do is plug in your own text and images.

Join Communities

In lieu of or along with establishing your own perfume website, you can join on online community of people who sell handcrafted products, including perfume, such as Etsy.com. Etsy allows you to easily list and sell all the perfume you wish. You can upload your own text and images, and even create your own Etsy Store. Until you have time to create a website, make sure folks can find you in numerous such communities and by joining social-media venues, including Facebook, Twitter and Instagram and video-sharing websites, such as YouTube.

Work With Retailers

Perfume is often an impulse purchase, so why not join forces with owners of clothing boutiques, beauty supply stores and salons in your region to sell your perfume at their businesses? You could host a perfume release party at each of these retail locations to build brand awareness. Advertise for the event in advance to encourage a lot of attendees. It's wise to use each perfume release party as an opportunity to give away free samples of your fragrance, make sales, and generate word of mouth. Since consumers are often influences by promotions and discounts, you might consider giving away small samples of your perfume alongside other scent and beauty purchases.

Generate Attention

Getting the scent on people’s skin is a smart way to generate interest and attention. Start by giving samples of your perfume to friends, family, acquaintances, and coworkers. Chances are, they will try wearing it at least once. If the perfume is good, you can expect at least two results: they will continue to wear it, and others will ask them, “What is that great perfume you’re wearing?” and begin wearing it, too. This is an effective way to generate positive word of mouth and sales.

About the Author

Rose Brown began writing professionally in 2003. Her articles have appeared in such Montana-based publications as "The Tributary" and "Edible Bozeman." She earned a bachelor's degree in literature from the University of California at San Diego, and a master's degree in English from Montana State University. Brown has been a professional florist since 1997.

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