Helping Perfumania find the sweet smell of social media success

Perfumania is one of America’s largest fragrance retailers, operating over one hundred retail stores offering authentic, designer fragrances at discount prices.

The Challenge

While Perfumania is a go-to destination for in-the-know fragrance fans, their social channels sat dormant throughout 2021. Given that their target audience lives on social media, they urgently needed a comprehensive approach to revitalizing their underutilized social presence.

Insight

What makes Perfumania popular with scent-lovers? Value pricing on authentic fragrances, and an unbeatable in-store experience, personified by their scent-smart sales associates. Who better to give the brand an authentic voice in the social space?

The Solution

Kiosk developed an organic social media content strategy, starting with a comprehensive competitive analysis. We developed a consistent voice and visual identity that the brand had previously lacked. And with a content calendar in place, we introduced platform features that had previously gone unused, like Instagram stories, polls and Q&As to engage and learn from our audience.

Now posting with a regular cadence and a set strategy, we started spotlighting Perfumania’s highly knowledgeable sales associates as their own in-store influencers. This created buzz in-house, and ensured that our content was relatable to the brand’s community of fans, who take their scent collections seriously. We planned our in-store influencer’s content around promotions and new collection launches to ensure their marketing messages were united with in-store signage across their 100+ stores.