Hey friends, today I'm going over something new that has started to crop up - influencer brands where an influencer is choosing an "off the shelf" fragrance and then pitching it as their own creation.
The typical way you would creatively direct a fragrance is by submitting a brief to a perfumer/flavoring house and then working hand in hand with them in creating a new fragrance from the ground up. I've done a video already on the channel where I cover how that goes in more detail but it's a time consuming and pricy process that takes many months and possibly even a year plus to go from brief to completion.
This new way is essentially filling out a simple form and then being matched to pre-existing fragrances created by whichever company you're using. You then take the pre-existing fragrance you like and pitch it as your own and make up a story behind the "creation" of said fragrance. While this is much more cost effective for an influencer to start a brand/launch a new fragrance, it's disingenuous to claim it as something that the influencer poured so much time and effort into creating. I've been approached already a couple times to do this and I think it's something you'll see more often going forward.
To be fair, I don't think these companies offering this service are in the wrong AT ALL. This is fantastic for small business owners that need a more accessible solution for their own fragrances or scented products. The issue is when influencers dupe followers into thinking this is something it isn't. Thanks for watching!
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FTC Disclosure: All opinions expressed in this video are entirely my own. Some of the above links are affiliate links, which earn me a small commission on purchases made. Thank you for reading
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