The sale of perfumes online has become a growing trend, driven by the influence of social media and digital content creators. 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 special occasions. According to the Brazilian Association of Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC), 78% of Brazilians consume perfumes. While in the past 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, states: “From Instagram to TikTok, media communication has a great influence on public opinion. The number of digital influencers continues to grow, and they can encourage people to make decisions based on their shared ideas and experiences, even when it comes to fragrances.”
Companies are increasingly using social media as sales strategies. A survey by All In and OpinionBox revealed that 75% of consumers use social media to find information about products they want to buy, and 55% follow influencers who recommend products and services. Profiles dedicated to the perfumery industry are on the rise, where “influencers” indicate what they have tested and where to find the products, both virtually and physically.
“We are living in a new era. Digital content creators are significantly moving the market, encouraging purchases based on their own experiences and perceptions of fragrances,” says Espinheira. “If we compare it with the past, people were afraid to buy without knowing the fragrance. Today, they choose what to buy through information and third-party opinions.”
The new line of perfumes from Yes! Cosmetics, known as Numeradas, inspired by international fragrances and adapted to the Brazilian public, has been gaining more and more visibility. “Since its launch, the Numeradas have become the most sought-after and sold items on the brand’s official website, representing 75% of current sales,” highlights the CEO.
With the influence of digital content creators and the growing trust of consumers in buying perfumes online, Yes! Cosmetics is well positioned to continue its growth in the perfume market, taking advantage of the digital consumption trend and the power of social media.
