The sale of perfumes online has become a growing trend, driven by the influence of social media and digital content creators. A Yes! Cosmetics, a vegan cosmetics brand, revealed that this strategy increased its revenue by 30% since the launch of new products in April of this year
Perfume is an essential item in the routine of many Brazilians, whether for everyday use or for special occasions. According to the Brazilian Association of the Personal Care Industry, Perfume and Cosmetics (ABIHPEC), 78% of Brazilians use perfumes. If before the purchase of this product was restricted to physical stores, today the Internet has become an important sales channel, often under the influence of social media
Cândido Espinheira, co-founder and CEO of Yes! Cosmetics, affirms: "From Instagram to TikTok, the media have a great influence on public opinion. The number of digital influencers keeps growing, and they are able to encourage people to make decisions based on their shared ideas and experiences, even when we talk about fragrances.”
Companies are increasingly adopting the use of social media as sales strategies. A survey by All In and OpinionBox revealed that 75% of consumers use social media to seek information about products they want to buy, and 55% follow influencers who recommend products and services. Profiles dedicated to the fragrance industry are on the rise, where the "influencers" indicate what they have tested and where to find the products, both virtually and physically
"We are living a new era". Digital content creators are significantly impacting the market, stimulating the purchase based on their own experiences and perceptions about perfumes,"comments Espinheira. If we compare with the past, people were hesitant to buy without knowing the fragrance. Today, they choose what to buy based on information and opinions from third parties.”
The new line of perfumes from Yes! Cosmetics, known as Numbered, inspired by international fragrances and adapted to the Brazilian audience, has been gaining more and more visibility. Since its launch, The numbered items have become the most sought after and sold on the brand's official website, representing 75% of sales currently,"highlights the CEO"
With the influence of digital content creators and the growing trust of consumers in buying perfumes online, a Yes! Cosmetics is well positioned to continue its growth in the fragrance market, leveraging the trend of digital consumption and the power of social media
