Page 42 - EM PERFUMERY EDITION SUPPLEMENT

REPORT

Many brands are adopting environmentally friendly packaging
solutions, such as refillable bottles and biodegradable materials.
This focus on sustainability not only reduces environmental
impact but also appeals to eco-conscious consumers, particularly
in European and North American markets where such values are
highly prioritised.

Niche Perfumery and the
Emergence of Viking Brand
Another key player in Brazil’s fragrance revolution is Viking
Brand, a company dedicated to men’s grooming and perfumery.
Founded by Leonardo Fioretti, Viking has carved a niche by
offering an authentic and innovative experience for men.
The brand’s commitment to breaking olfactory barriers and
redefining masculine fragrances has earned it accolades, including Platforms like Instagram and TikTok play a vital role in
multiple awards for Best Men’s Perfume in Latin America. showcasing fragrances, with influencers and content creators
demonstrating the use of products, discussing scent profiles,
and highlighting the unique qualities of Brazilian brands. Viral
campaigns and hashtag challenges have proven highly effective
in driving sales and brand awareness, particularly among
younger demographics.
Notable influencers such as Mari Maria, a prominent beauty
content creator, and Niina Secrets, a makeup expert, have
collaborated with Brazilian fragrance brands to enhance their
digital presence. These influencers, with millions of followers,
have successfully highlighted local fragrances to a global
audience, boosting engagement and sales.

E-commerce, on
Viking’s success stems from its ability to blend bold, adventurous the other hand,
scents with timeless classics, appealing to diverse consumer has revolutionised
preferences. Its participation in global events like Scent Xplore accessibility.
highlights the growing recognition of Brazilian niche perfumery With online stores,
on the international stage. consumers from
In addition to its product innovation, Viking has built a community- all regions of
oriented brand identity. Its stores provide immersive, tactile Brazil, including
experiences, allowing customers to explore fragrances and remote areas,
grooming products in a personalised setting. This approach not can now explore
only enhances customer loyalty but also positions Viking as a and purchase
thought leader in the men’s grooming sector. fragrances that were previously limited to urban retail
locations. Many brands have also incorporated virtual
The Importance of E-Commerce tools, such as scent quizzes and augmented reality
and Social Media in Fragrance Sales features, to help customers select fragrances suited to
The rapid growth of e-commerce and social media has significantly their preferences. As of 2023, online sales accounted
transformed the fragrance market in Brazil. These platforms have for approximately 18.1% of the total fragrance market
become essential tools for Brazilian brands to reach a broader in Brazil, with projections indicating this figure could
audience and engage with consumers in a more personalised rise to 26.7% by 2028. These innovations have not only
manner. Social media, in particular, has allowed brands to tell their enhanced the shopping experience but also bridged the
stories visually and interactively, creating a loyal following among gap between digital and physical retail.
consumers who are increasingly influenced by digital trends.

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