This week, I checked in on the growing genre of fragrance videos centered on the tactile and mechanical side of perfume packaging. Additionally, Rhode expands its footprint to Latin America, and Summer Fridays is on the hunt for a new CEO. From magnetized caps to pressurized atomizers, why fragrance content creators are talking about packaging over scents
On PerfumeTok, the fragrance corner of TikTok, a typical review video will break down the olfactive experience of a scent, such as its notes or longevity. But many reviewers, particularly young male fragrance collectors, are rating another side of the fragrance experience: the packaging — specifically, the more mechanical sides, like the quality of a perfume’s atomizer or the satisfying click of a magnetized cap.
“I would say [those videos] are like borderline ASMR,” said Rylan Valdez, director of wholesale at niche fragrance retailer Luckyscent, which operates four Scent Bar stores across New York and Los Angeles. His team sees customers react to the quality of a fragrance’s packaging IRL, too. “The best atomizers disappear into the experience. I think people are looking for a really fine mist. … Especially if it’s pressurized. People are really impressed by that.”
