There's something you said in there about people's reactions to the videos made by creators and how that strategy made people want it. I think in 2025 brands should revert back to storytelling, very important and merit made an incredible move by using a substack writer to tell theirs. Heretic parfum did more or less the same thing with their Nosferatu Eau de Macabre fragrance, (There's an article on fragrantica where Little talks to a writer, Patrick Rhys.)
The consumers made blind buys of the decant fragrance online, they bought the story.
Really interesting breakdown! I really think that Substack is the new frontier for influencer marketing for deeper content that build stronger relationship vs. a typical IG sponsored post.
Also, interesting to see the MERIT push on influencer marketing while the brand’s CMO was explaining on LinkedIn that they were going back to traditional fragrance marketing (magazine scentstrips, OOH..)
It smells so good. Can’t wait for everyone to smell it.
There's something you said in there about people's reactions to the videos made by creators and how that strategy made people want it. I think in 2025 brands should revert back to storytelling, very important and merit made an incredible move by using a substack writer to tell theirs. Heretic parfum did more or less the same thing with their Nosferatu Eau de Macabre fragrance, (There's an article on fragrantica where Little talks to a writer, Patrick Rhys.)
The consumers made blind buys of the decant fragrance online, they bought the story.
Really interesting breakdown! I really think that Substack is the new frontier for influencer marketing for deeper content that build stronger relationship vs. a typical IG sponsored post.
Also, interesting to see the MERIT push on influencer marketing while the brand’s CMO was explaining on LinkedIn that they were going back to traditional fragrance marketing (magazine scentstrips, OOH..)
https://www.linkedin.com/posts/ailamorin_a-week-ago-we-launched-retrospect-a-activity-7257530543070748673-bWd_
I feel like Brittany Bathgate will probably do a paid post on her next vlog.
I also feel like Merit is the grown up Glossier? (Coming from a millennial.)