Fragrance experts on finding your signature scent

Many of us have a signature scent. It’s that one fragrance we go to that encapsulates our personality. While it used to take years of trial and error and sometimes even growing into a scent we didn’t necessarily like to pick a signature scent, the way we are choosing one has changed dramatically, thanks to the influence of social media.

The existence of #Perfumetok has re-imagined and re-marketed the idea of a signature scent for a new generation of perfume connoisseurs. The flooding of perfume content on social media sites has encouraged more experimentation among consumers as well as introduced a suite of fragrances to people who might not have access to them.

And with over 400 000 posts with the #Perfumetok hashtag, social media platforms like TikTok has become a lucrative avenue for brands to market their products to a large audience.

It’s not only the brands that are benefitting from the perfume reviews of American influencer Funmi Monet’s (@funmimonet) were so popular during the pandemic that she became known as TikTok’s ‘Fave Fragrance Auntie’. She has since launched her own fragrance, Exalte, and continues to post perfume content on her socials. Closer to home, local radio personality Ann Nicole Ng (@thatperfumegirl) regularly shares her love for perfumes with her almost-200k followers.

“In a category that traditionally relies on emotions to attract consumers, you might think that intangible digital media wouldn’t help convert viewers into buyers,” says Edouard Dorize, general manager for Singapore and Malaysia of Aura Prestige, the distributor of fragrance brands such as Gucci, Boss, Guerlain and Anna Sui. “However, social media platforms have disrupted the category over the past two years, giving many niche scents cult-like status.”

Thibaud Crivelli, founder of French luxury perfume brand Maison Crivelli, observes that customers typically check #PerfumeTok for reviews as a first step before purchasing a fragrance.

“Influencers and user-generated content (UGC) creators have a huge impact on sales and consumer behaviour, which is why brands are investing more and more on them and on the platform globally,” he says. “It is always unpredictable, but it can really help to develop your brand and product awareness and notoriety, directly on social media but also in daily life where it creates a very virtuous word-of-mouth and domino effect.”

He cites the example of the brand’s latest perfume extract, Oud Maracuja, which was launched last year. With more than seven million hashtags utilisation on TikTok, it became one of their best selling perfumes worldwide in just a few months after it was launched.

“I believe that the concept of the platform allows brands, influencers and users can express themselves in very spontaneous ways, is the key to its success.”

Dan Terry, founder of Oo La Lab, which organises perfume workshops and events in Singapore, agrees that what is seen online is certainly affecting what happens in the real world. He admits that viral TikTok fragrances can drive trends in the industry, with viral fragrances even causing stock shortages.

Democratising the world of perfumery

Dan adds that the idea of a signature scent has also changed, with Gen Z consumers wanting a perfume to suit their various moods, instead of having one that defines their personality.

“Tiktok and Instagram have helped to democratise the world of perfumery,” Dan explains. “The idea of a signature scent used to be about finding that one fragrance that encapsulates your identity. Now, with the wealth of information and inspiration available online, people are exploring and experimenting more. They’re more willing to switch things up and express different facets of their personality through multiple scents.”

Because Gen Z consumers are experimental, Dan says they enjoy curating a ‘fragrance wardrobe’ that reflects their multifaceted identities.

“This generation values authenticity and personalisation, and they’re not afraid to mix and match to create something uniquely theirs,” he adds.

Dan reckons that #PerfumeTok has turned the search for a signature scent into a journey of discovery rather than a “final destination”.

“Influencers and fragrance enthusiasts share their personal experiences, creating a sense of community and encouraging others to explore a variety of scents,” he says. “This shift has made the process more inclusive and dynamic, where people feel less pressured to settle on one single fragrance and more open to finding scents that resonate with different moods and occasions.”

Edouard mentions how the educational nature of Tiktok videos allows for a deeper understanding of fragrance notes and the industry as a whole, increasing accessibility for all kinds of people.

“These videos offer an entirely new way of storytelling,” he continues. “As the consumer can’t smell the perfume itself, they rely on descriptive narratives from the brand or the creator to describe it. This can be done in a variety of ways. While some choose to blatantly describe what they can smell, others share stories that resonate.”

An expression of personality and discernment

For Gen Z consumers looking for a signature scent, Edouard notes that “fragrances are not just an accessory, but a signature to express personality and discernment”.

“My advice would be to include fragrances as an integral step of a daily routine. If that’s not the case yet, it is often because one doesn’t know where to start. This is when searching on TikTok can become handy,” he adds.

Dan wants Gen Z consumers to “embrace the journey of discovery”, and not to rush the process of finding your signature scent. He recommends attending perfume workshops, sampling different fragrances and paying attention to how each scent makes you feel.

Thibaud agrees that consumers should take their search offline and “get some guidance from professionals”.

“While social media represents an infinite source of information and can truly be helpful, nothing beats talking to a professional beauty advisor when it comes to choosing the right fragrance for yourself. Go to specialised stores, talk with local experts. For me, this is the best way to discover what you really like and what truly suits you,” he advises.