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