From Niche Perfume to TikTok Hit. What’s the Backstory?

from-niche-perfume-to-tiktok-hit

There’s no magic formula, but key moves and creators on social media can turn a niche fragrance into a phenomenon in today’s booming perfume industry. Discover the incredible rise of Bianco Latte

from-niche-perfume-to-tiktok-hit

20/09/2024

By Giulia Piceni. Cover image courtesy of Giardini di Toscana.

In the rapidly growing perfume industry, turning a niche fragrance into a global hit isn’t about a magic formula—it’s about smart strategies and the right influencers. To gain insights into the future of this business, Istituto Marangoni Firenze hosted a captivating talk at the start of Pitti Fragranze, featuring prominent figures from the fragrance industry. The focus of the discussion was on a particularly intriguing case study from the contemporary history of perfumery: Bianco Latte by Giardini di Toscana, a niche perfume that transformed from an under-the-radar scent to a viral phenomenon.

Niche perfume magic: unlocking the Secret to Fragrance Fame

It all started with a touching story.
“I remember an elderly man who regularly visited our shop for his personalised fragrance,” recalls Umberto Doni, Co-Founder of Giardini di Toscana. “When he passed away, his grandson came to the shop, hoping to reconnect with his grandfather’s memory through that particular scent. Although we no longer offered personalised fragrances, we made a special exception for him. The moment he caught a whiff of the perfume, tears started streaming down his face,” Doni continues, highlighting the deep emotional connection that perfumes can evoke.

Are the power of TikTok and Influencer Marketing help out the rising of a niche perfume?

Together with Alessandro Malandruccolo, also known as @alexperfume.official, Doni has gained attention from the entire perfume industry with the standout fragrance Bianco Latte. Fueled by TikTok endorsements and widespread acclaim, the Arezzo-based brand has risen from the heart of Tuscany to captivate fragrance lovers around the world. This success story has become a pivotal case study, the main subject of a talk which illustrated how influencer and digital marketing can amplify the impact of a fragrance. In today’s social media-driven landscape, having an exceptional scent alone is no longer enough.

In Which Context is Perfumery Thriving?

During the opening remarks, Vanessa Caputo, a beauty journalist and talent manager of some of the leading Italian perfume creators, mentioned that the fragrance industry is a growing sector, now valued at 50 billion euros, and is expected to expand further in the coming years. China, in particular, is increasingly interested in fragrances that align with Western tastes. Not long ago, fragrances like “skin-scents,” which are subtle and only detectable from close range, were rarely used in China.

@thetopnotes

Replying to @gabriela.addingto welcome to skin scent 101! featuring 7 of my all time favorite skin scents! 🧺🫧🛁 #skinscents #nicheperfume @Twisted Lily @Glossier @dedcool @Lakeandskye @BINAURALE FRAGRANCES @Liis @Juliette has a gun @Le Monde Gourmand

♬ Wes Anderson-esque Cute Acoustic – Kenji Ueda

The Role of Social Media in Fragrance Trends (and niche perfumes too)

Globally, the U.S. fragrance market holds 16% compared to 26% in Western Europe. The perfume industry is attracting numerous new brands with constant product launches. Social media, particularly TikTok, has played a significant role in this growth. Platforms have introduced fragrances to younger audiences, making scents a personal statement rather than just a tool of seduction.
Once considered a niche market primarily targeting Boomers or Millennials, the fragrance industry is now gaining traction with Gen Z, a generation that values individuality. This shift has led to a surge in the popularity of certain perfumes on social media, with brands like Juliet Has A Gun, which was recently acquired by a private equity firm, going viral.

A notable example is Kering, which didn’t have a dedicated beauty division until recently (Kering Beauté). They acquired Creed for over 3.5 billion euros, significantly more than what Blackrock previously paid for it. Kering has also invested in Matière Première, one of the few divisions currently performing well within the group. Additionally, many brands like Balmain are launching their own luxury fragrance lines.

Biancolatte: an influencer marketing case-study

The keynote speakers, Alessandro Malandruccolo and Umberto Doni, co-founder of Giardini di Toscana, showcased how Bianco Latte evolved from a niche scent to a global sensation. Their partnership led to Giardini di Toscana’s expansion to nearly 250 stores across Italy. Although they initially faced challenges, their success was accelerated by embracing digital marketing and collaborating with Malandruccolo.

@alexperfume

Risposta a @erikapiazzetti Un profumo devastante da donna – Bianco Latte di Giardini di Toscana

♬ 80s Synth Pop – You Me and the Stars – toyinvention

Around 2020, Giardini di Toscana had been attempting to grow for several years. They launched a website in 2019, created discovery boxes and invested in Facebook and Instagram ads. However, despite seeing good results, the brand wasn’t taking off as expected. Their breakthrough came when they fully embraced digital marketing, just in time for the COVID-19 pandemic. When Alex, known for selling out fragrances he reviewed, joined the team, their growth skyrocketed. His enthusiastic reactions, often featuring exaggerated sounds of pleasure, have become a signature of his videos; if Alex says “wow,” it’s a clear indication that the fragrance is something special. His influencer marketing approach, particularly targeted toward younger, luxury-spending audiences, took the brand to new heights.

@alexperfume

Racconto alcuni retroscena delprofumo più ricercato del momento dall’emisfero femminile, Bianco Latte di Giardini di Toscana

♬ suono originale – Alessandro Malandruccolo

One of Alex’s biggest successes was making the scent Bianco Latte go viral. Umberto always believed in the fragrance, but it wasn’t until Alex featured it on TikTok that demand exploded. Retailers, who had previously overlooked the brand, scrambled to stock it, leading to a surge in popularity both in perfumery shops and final customers. This case study shows that even the most beautifully crafted scent needs more than just an exquisite olfactory pyramid to succeed. As Vanessa Caputo emphasised, marketing is just as crucial as the fragrance itself.

Is There a Recipe for Success as a Perfumery Brand of a niche perfume?

Malandruccolo highlights that while there’s no one-size-fits-all formula for fragrance success, the key often lies in that elusive “something extra.” The Bianco Latte case shows the importance of aligning product development with creative marketing strategies. As Malandruccolo points out, “Once you start, it snowballs, but you need that initial push.” This demonstrates that while product development is undeniably crucial, equal – if not greater – creativity must be invested in the business and marketing side to truly elevate the final product. In these fields, there are countless opportunities for young talent. These opportunities range from mastering regulatory aspects (since fragrance is still considered a cosmetic product) to navigating complex communication strategies, including digital and influencer marketing. The success story of Bianco Latte, which led to over 250 store openings for Giardini di Toscana, underscores the importance of these efforts. While it is often viewed as the final step of the process, marketing is, in fact, a critical turning point in a fragrance’s journey.

@stinky_teacher

Speed review of the entire Giardini Di Toscana perfume collection. My top 3: Blu Indaco, BoraBora, Rosso Radice #perfumetok #perfumetiktok #perfumereview #giardiniditoscana #perfumecollection #smellgood . . . . . . . . Perfume reviews Niche fragrance Popular perfume Love don’t be shy

♬ original sound – Stinky_teacher

The TikTok Effect on Fragrance Purchasing 

Today, it’s common for consumers to look for TikTok reviews before making purchases. However, no amount of influencer endorsement can save a product if it doesn’t resonate with the market. Bianco Latte hit the perfect moment for the growing gourmand fragrance trend. Its initial unavailability in perfume stores (as the brand wasn’t ready for the high demand) only fueled its hype further. For Umberto Doni, what once began as a side project eventually became his main and only focus, proving how passion can lead to big changes. In the world of fragrance, being curious always pays off.

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