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How Fragrances Became the ‘Unexpected Star’ of the Pandemic

There’s no online replacement for walking into a store and smelling a fragrance sample. But brands are finding ways to sidestep this dilemma, sending US fragrance sales soaring after a rocky start to the year.

Marc Jacobs Perfect campaign images | Source: Instagram/@marcjacobsfragrances

By

Tamison O'Connor

11 December 2020

BoF PROFESSIONAL

The ad for Marc Jacobs’ new scent, Perfect, looks like it could have been filmed on an iPhone. There’s no fancy set, no elaborate wardrobe. Instead of a soundtrack, a diverse mix of models and Instagram-cast teens tell viewers they are perfect as they are.

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