A luxury craft :: Now Smell This

American shoppers overwhelmingly prefer online shopping and love testing new fragrances and gift sets. More and more consumers are turning to AI tools to find the right fragrance for them and get personalized recommendations. They make extensive use of social media, particularly TikTok, as a means of discovering and purchasing new fragrances. […]

Europeans have also embraced social media, with TikTok and Instagram being essential platforms for exploring new fragrances, but they still place great importance on testing at points of sale, reflecting a long tradition of perfume as a luxury craft.

— Read more in Jean Madar, Interparfums: “Social media and AI are reshaping perfume buying” at Premium Beauty News.