Beauty marketers struggle to communicate their brand message effectively amidst numerous channels, including TikTok and Instagram. Puig, with 14 brands like Carolina Herrera and Byredo, has successfully turned established fragrances into modern hits. The importance of taking calculated risks is emphasized by Marc Puig, who highlights the balance between protecting brand essence and allowing for evolution. The fragrance category, which represents 73 percent of Puig's business, is emotionally driven, with customers seeking self-expression and self-confidence through scents.
"In order to propel brands forward, it's more important to take risks than try to follow a set path."
"People use fragrance either because they need self-confidence or because it's a way for them to express who they are."
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