Online perfume sales have 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 has increased its revenue in 30% since the launch of new products in April this year.
Perfume is an essential item in the routine of many Brazilians, whether for everyday life or for special occasions. According to the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC), 78% of Brazilians consume 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 networks.
Candido Espinheira, founding partner and CEO of Yes! Cosmetics, says: “From Instagram to TikTok, communication media have 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 we talk about fragrances.”
Companies are increasingly adopting the use of social networks as sales strategies. A survey by All In and OpinionBox revealed that 75% of consumers use social networks to seek 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 the” and where to find the products, both virtually and physically.
“We are living a new era. The creators of digital content are moving the market considerably, stimulating the purchase based on their own experiences and perceptions about perfumes,” comments Espinheira. “If we compare with the past, people were afraid to buy without knowing the fragrance. Today, they choose what to buy through information and opinions of third parties.”
The new line of perfumes from Yes! Cosmetics, known as Numeradas, inspired by international fragrances and adapted to the Brazilian public, has gained more and more visibility. “Since its launch, Numeradas have become the most searched and sold items on the official website of the brand, representing 75% of sales currently,”.
With the influence of digital content creators and the growing consumer confidence in buying perfumes online, Yes! Cosmetics is well positioned to continue its growth in the perfumery market, taking advantage of the digital consumer trend and the strength of social networks.
