The US cosmetics group Coty has established a ‘Fragrance Club’ in Paris, which aims to bring together a global community of fragrance experts, academics, creatives and opinion leaders with the fragrance teams of the international beauty company. Through discussions, workshops, interactive experiences and joint projects, members will be able to share their perspectives and experiences on consumer behaviour, cultural trends, creative storytelling and fragrance innovations, the company said. The aim is to foster an ongoing dialogue between Coty and the communities that shape the world of fragrance, the group announced. The club is intended to offer a new opportunity to exchange ideas on fragrance cultures, innovations and customer loyalty strategies.

TikTok as the biggest influencing factor

According to Coty, the way in which consumers discover, discuss and experience fragrances is currently changing rapidly. Social media platforms have created new communities centred around fragrances. Experts, educators and creative professionals are playing an increasingly important role in consumers’ discovery and understanding of fragrances. “TikTok has become the most important influencing factor in Generation Z’s fragrance purchases,” the group emphasises. At the same time, consumers continue to value authentic expertise, credibility and personal experiences. The “Coty Fragrance Club” is therefore designed to bring people from Europe, the US and China together and ensure a continuous exchange of information.

New momentum after 120 years

“Coty has been creating fragrances for more than a century,” says Jean Holtzmann, Chief Brands Officer at Coty Prestige. “But fragrance culture is dynamic. Today, new communities and voices are changing the way people discover, understand and experience fragrances.” In future, club members will engage directly with renowned perfumers and gain insights into creative processes. Well-known names include Nathalie Lorson, Fabrice Pellegrin, Amandine Clerc-Marie and Julie Massé, amongst others. Following its launch in Paris, the Fragrance Club is set to continue as a global community. The international beauty group was founded in Paris in 1904 by François Coty and now operates in more than 120 countries.

Source: Coty