Este grupo representará el 45% del mercado de lujo en 2025
When purchasing a new fragrance, 27% of Millennials consumers are influenced more by digital video advertising than TV, according to Teads’ latest research The Millennial Fragrance Shopper, that ran across Europe and the U.S. “Digital video advertising is more influential and memorable than social media and TV when promoting fragrance campaigns. Millennials crave interactivity with brands, but not solely with video advertising. Beauty brands are embracing the chatbot feature integrating with their video creative to drive further engagement, and this is something that other can consider” said Rachid Ait Addi, Global Industry Director at Teads. It takes Millennials between 3-5 weeks to buy a new fragrance, from discovery to purchase. Despite the study shows that 56% of Millennial discover a new fragrance in-store, most tend to look up fragrance information online -78% in the U.S. and 73% in U.K.- and this shortens the purchase journey. Video drives action for Millennials. After watching a fragrance video ad, 18% said they go to a search engine, 17% visit a store, 16% go to a brand’s website, 12% click on the Ad, and 10% look at reviews. Also 35% of Millennials surveyed said that they like stoppable video ads, and 33% like video ads with store locators. The study found that when looking to buy a new fragrance, Millennials are influenced in the first place by scent 41%, second packaging 35%, third brand 30%, price falls in the fourth place. According to Teads Millennials will account for 45% of the luxury market by 2025, so brands are required to adapt their business model, in order to reach their target market using the right media.
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