The Millennial Fragrance Shopper
Did you know…
It takes millennials between 3-5 weeks to buy a new fragrance – from discovery to purchase?
Did you also know…
Millennials from the UK and US are more likely to visit digital retailers in order to make their purchase? Video advertising can increase purchase intention for millennials being targeted.
Teads’ latest research looks at how millennials discover and buy fragrances; running across Europe and the US, “The Millennial Fragrance Shopper” study reveals the main factors influencing consumers’ fragrance purchases.
The purchase journey for millennial consumers is constantly changing. Millennials will account for 45% of the luxury market by 2025. Brands are required to adapt their business model, in order to reach their target market using the right media. 35% of respondents said “I like watching ads that allow me to shop for the advertiser product”. With the integration of shoppable creatives and interactive ads, brands are able to offer millennials are memorable advertising experiences.
There are many elements that need to be factored into the purchase journey of a millennial consumer – from scent, packaging, in-store or online purchase and celebrity endorsement. 27% of millennials consumers are influenced more by digital video advertising than TV.
“Digital video advertising is more influential and memorable than social media and TV when promoting fragrance campaigns. Millennials crave interactivity with brands, but not solely with video advertising. Beauty brands are embracing the chatbot feature integrating with their video creative to drive further engagement, and this is something that other can consider”
– Rachid Ait Addi, Global Industry Director
From the key findings highlighted from the study there is more we can explore together. To find out more information about our fragrance research study, download your copy today here.
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