Sweet smell of success

The fragrance category is captivating more and more consumers and experiential retail concepts are becoming an important footfall driver.

Higher-spending consumers are drawn to luxury or niche fragrances, while those with lower spending power seek ‘dupes’ (products that resemble high-end items but are more affordable) or more affordable formats, such as those at Zara, Victoria’s Secret, and Bath & Body Works.

The fragrance market, projected to reach $69 billion by 2030, is driven largely by the rise of niche fragrances. Fragrances that are produced in small batches and appeal to consumers that are ‘in the loop’. In the Chinese market, this category demonstrates remarkable resilience. Despite a slowing economy and reduced consumer spending in many sectors, fragrance is emerging as a new growth driver, with the Chinese market expected to grow from $2.9 billion to $7.2 billion by 2029.

We look at the some of the most interesting experiential concepts currently in malls and airports:

High street and malls
Maison Margiela hosted a month-long, airport-themed activation campaign at CDFG Sanya Duty Free Mall, inviting shoppers to discover the brand and engage with their signature Replica scents. Recognising that fragrances are strongly tied to memories and experiences, the brand aimed to captivate the large influx of tourists with an immersive experience. Consumers received complimentary coffee with any purchase, enjoyed digital kiosks where they could print customised Replica-themed boarding pass souvenirs, and interacted with a digital departure flip board that displayed the main destinations inspiring the Replica fragrances.

Glossier launched a two-month pop-up in London, The Realms of You, to celebrate its best-selling perfume, Glossier You. The immersive activation on Regent Street deconstructs the fragrance through the five senses, using sound, live performances, and personalised experiences. Designed to be unique for each visitor, the pop-up accommodates only six guests at a time. Highlights include a life-sized perfume bottle, interactive booths inspired by Alice in Wonderland featuring red-gloved personas, and exclusive merchandise.

Airports
Perfume retail at airports has become increasingly engaging, with British perfumery brand Penhaligon’s launching an innovative Festival of Flight pop-up experience across airports such as Heathrow, Incheon, and Dubai. This campaign aimed to immerse shoppers in British culture. At Heathrow’s Terminal 5, the brand offered unique personalisation options, including engraving and calligraphy services for perfume bottles, and wrapped purchases in an exclusive Festival of Flight sleeve featuring a Heathrow Airport stamp.

Valentino Beauty launched an immersive pop-up at Dubai Airport, celebrating the exclusive release of the ‘Born in Roma The Gold’ fragrance and ‘Spike Valentino’ lipstick. Showcasing Valentino's signature aesthetics, the pop-up highlighted the limited-edition fragrance and the bold matte lipstick in a gold-studded case. A standout feature was the ASMR station, where visitors used headphones to experience product sounds, such as a lipstick click and a perfume spritz, offering a unique multi-sensory interaction. This innovative approach deepened travellers’ connection to the brand by blending luxury with sensory-rich experiences, transforming traditional retail into an elevated, engaging platform which enhanced customer interaction and brand loyalty.


To effectively capture consumer interest, fragrance brands must consider regional scent preferences, adapt to evolving trends, and employ engaging marketing strategies. For example, fresh, citrus, and lighter scents are favoured in China, while the Middle East and Europe gravitate towards stronger, warmer, and deeper notes. Growing environmental awareness has heightened demand for sustainable initiatives, such as recyclable or refillable bottles and natural ingredients. Brands like UK-based Floral Street exemplify this approach, using sustainably sourced materials and eco-friendly packaging to differentiate themselves. Experiential marketing, particularly sensory-driven activations, further enhances the retail environment and leaves a lasting impression on consumers.

As fragrances grow in popularity worldwide, retailers must focus on creating distinctive experiences that captivate shoppers while showcasing the brand's story or the inspiration behind its products. By incorporating interactive displays, immersive pop-ups, and multi-sensory elements, retailers can transform fragrance shopping into a memorable journey, driving foot traffic and fostering deeper consumer engagement.

Hui Wen Lim