03.21.24
The Fragrance Foundation (TFF) is celebrating the artistry of fragrance on National Fragrance Day, March 21.
The day is dedicated to scent discovery saluted in social media campaigns and activated with in-store events at national retailers.
The global holiday invites consumers to explore the season’s scents and self-expression through fragrance with meet and greets with world-renowned perfumers, new fragrance launches, exclusive sampling sets, shopping events, promotions and more.
“Fragrance Day is a big day for the fragrance community, from the perfumers to consumers,” said Linda G. Levy, president of The Fragrance Foundation. “This year, Fragrance Day is being celebrated throughout the month culminating on March 21. “The biggest news is that customers are coming back into the stores to shop in addition to shopping online. It is an exciting time to discover and experience all the newness in fragrances with new launches, sampling opportunities and promotions. It is a day where we all can come together and connect. Most importantly, all of us in the fragrance community are united to welcome and celebrate the diversity of the brands, the founders, perfumers, and ambassadors that reflect the diversity of our population.”
Spotlighting Eco-Conscious Choices
This year’s Fragrance Day is even more notable as it is marked by more fragrance launches by female perfumers than ever before, and more female-created fragrance brands in the marketplace for consumers to choose from, a complement to Women’s History Month and in the spirit of #FragranceForwardTFF, officials said. With the industry’s focus on sustainability, this year’s fragrance offerings from brands will spotlight eco-conscious choices from refillables to recyclable packaging.
Participating national retailers and ecommerce sites for Fragrance Day 2024 will include Bath & Body Works, Bloomingdale’s, Macy’s, Nordstrom, Saks Fifth Avenue, Sephora, Thirteen Lune, Ulta and Victoria’s Secret, hosting exclusive events, social media giveaways, sampling and more. Perfumers behind some of the season’s fragrances will make special appearances at select stores in NYC.
New York City Events
Bloomingdale’s welcomes House of Bō creators Bernardo and Giancarlo Möller at the 59th Street flagship for a bottle engraving event on March 28 in celebration of their heritage fragrances at stores across the country and bloomingdales.com.
Elorea hosts an Afternoon Tea with Perfumer Linda Song from 3-5 pm on March 21 at the SoHo shop.
Macy’s live shopping site Macy’s Live features TFF’s Linda G. Levy discussing fragrance trends from intense florals to fan favorites on March 21 at 4 pm EDT from the 34th Street flagship.
Nordstrom’s fragrance floor at the 57th Street flagship set the scene for TFF President Linda G. Levy and Nordstrom’s Beauty Advisor to talk trends and spotlight scents from an array of brands including Byredo, Creed, Diptyque, Maison Francis Kurkdjian, the Phluid Project and more, airing on March 21. Select brands will offer discounts, giveaways and samples at stores (while supplies last) across the country in addition to app and IG activations.
Saks Fifth Avenue NYC flagship hosts a fragrance layering event with Penhaligon’s. Deluxe sampling and game-matching raw ingredients with its fragrance by Christian Louboutin Beauty.
Sephora stores nationwide and online will be celebrating with exclusive launches of new fragrances from Brown Girl Jane, Nette’s Pear Jam and Prada’s Les Infusions Collection Infusion de Gingembre. In true Sephora style, activations on social media channels from IG to TikTok.
Ulta stores nationwide will spotlight approximately 20 beauty brands that will earn extra rewards points with every purchase featuring classic and new fragrances from A (Ariana Grande and Armani) to V (Valentino to Versace). Free fragrances gifts will be distributed.
Victoria Secret’s flagship on Fifth Avenue will host Masterclasses with Bombshell & Bombshell Escape perfumers Adriana Medina and Caroline Sabas from 11 am to 1 pm and 2-4 pm, respectively, delving into the inspiration behind the brand’s best-sellers.
Enhancing the in-store and online celebrations, select TFF member brands are participating with nationwide and social activations on March 21 and beyond.
They include:
Clean Beauty Collective giveaways of Clean Reserve H2Eau on social media;
Costa Brazil’s revival for the spring season and beyond brings renewed surprises in stores;
Grace De Monaco launches a new Reverie fragrance sample set;
Lafco launches "Source & Story Collection" via a digital and social campaign on IG;
Love Shack Fancy founder Rebecca Cohen welcomes TFF’s Linda G. Levy to the showroom for an inspirational talk about fragrance and fashion for the season, airing on March 21;
Marak founder Kate Mack hosts a digital “meet the family” activation with a livestream and Q&A introducing Marak’s family of fragrances and the family that inspired them;
Michael Malul London launches "The Scent Library" a discovery set of 26 sample size fragrances;
Mind Games will “tempt the senses” on IG with giveaways;
NEST New York founder Laura Slatkin celebrates Fragrance Day on IG and TikTok, sharing her scent of the moment of Lychee Rose EDP as part of an IG giveaway; and
Thirteen Lune will create exclusive content with a compilation video of fragrance fans and followers with a focus on ingredients for Relevant Your Skin Seen 13 Stems EDP.