Case Study: MicroPerfumes

MicroPerfumes gained prominence as an ecommerce platform that sold high-end fragrances (Christian Dior, Burberry, Le Labo, etc.) in highly affordable micro (3mL) and travel-size (5mL) containers. Thanks to MicroPerfumes, perfumes that had previously only been available in bottles costing hundreds of dollars could now be bought for prices as low as 99 cents.

What Were the Challenges?

MicroPerfumes had also received acclaim for its rapid growth: it was ranked by SimilarWeb as the fastest growing digital beauty brand, and it experienced 154% year-over-year growth in Q1 and Q2 2022. Yet, the company’s status as an ecommerce leader was not well known for their branding of perfume, and it needed help to stand out in a highly crowded and competitive market.

Perfume Business Strategy

To obtain coverage, RLM developed a simple yet effective perfume business plan: send samples of MicroPerfumes’ most requested fragrances to select fashion, beauty, and lifestyle reporters. RLM also pitched MicroPerfumes for top-tier gift guides and morning shows—emphasizing how its affordability and vast library of perfumes made it the perfect present for friends, family, and significant others.

RLM publicized MicroPerfumes’ ability to curate its perfumes into gift boxes designed for a variety of settings—from date night, to the office, to a night out with friends. Additionally, RLM sent time-sensitive pitches alerting the media to discounts and specialized gift boxes for a variety of occasions, including Valentine’s Day, Mother’s Day, Father’s Day, Labor Day, Black Friday, and Cyber Monday.

Lastly, RLM highlighted MicroPerfumes as an ecommerce leader and innovator, by publicizing its status as the fastest growing digital beauty brand, as well as its rapid growth in 2022. RLM explained how MicroPerfumes stood at the intersection of luxury and affordability by selling perfume in small sizes, which enabled customers to try out a scent before committing to a full bottle.

Branding of Perfume: Results

MicroPerfumes was an undisputed hit with reporters: it became a staple of gift guides and morning TV shows. The Valentine’s Day campaign was especially successful, with placements in The Luxe List, Paste, Spy, The Independent, and more. The Mother’s Day, Father’s Day, and Graduation pitches crafted by RLM also obtained a ton of attention, with coverage in USA Today, Best Products, Yahoo! Life, Women.com, Mother.ly, and Daily Mom.

  • 154% growth
  • 10+ media appearances
  • 3+ expert quotes

Additionally, MicroPerfumes’ fragrances received broadcast coverage on morning shows and networks such as Great Day KC, WGN, Univision, and Good Day Sacramento. And the company’s Chief Growth Officer was quoted as an expert in fashion and ecommerce publications including Who What Wear, Digital Commerce 360, and E-Commerce Times.

Category

Consumer

Summary

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Date published

March 7, 2024
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