There’s been a bit of drama on social media over the last few days, and a lot of fragrance content creators are panicking. A major creator with millions of followers recently had his TikTok account deleted because a distributor holding the rights for some of the big brands such as Creed and Roja for Germany came after him for comparing dupe fragrances to the originals.
A lot of them freaking out, the reality is that so many brands - from dupe clone houses to mainstream original brands - spend massive amounts on influencer marketing, direct payments, pr packages, fancy trips. And dupe houses are the experts in that - they frequently fly influencers to Dubai, and even creators who aren't currently on the payroll or getting free flights are constantly pushing Arabian perfumes in hopes of getting noticed. Kayali is another company, not dupe house that is expert in this too.
Years ago, I tried a few arab dupe samples and the messaging was, "It might not smell good now, but give it time to macerate and it'll get better." Yeah, right. When I buy a perfume, I want something I like immediately, not something that might become wearable in a few months.
Mainstream brands and dupe houses are all doing the exact same thing in terms of trying to bribe and pay influencers. It’s no longer about who makes the best fragrance, but who can generate the most hype on social media.
I used to follow a few smaller European creators, I looked at video of one Portuguese lady and she said all 15 high end fragrances in the review were PR gifts. All glowing reviews, not a single I am not so sure. Even without PR, fragrance is far too subjective to rely on someone else's taste just because you agree on one or two scents.
It makes much more sense to support brands that offer easy sampling, sell travel-sized 10ml bottles, and make effort to maintain a physical store presence. The fewer influencers a brand flies out to film on luxury yachts in Dubai, the better. Dupe and "inspired-by" brands are here to stay, clearly, but the entire industry has become overly adept at manipulating social media.
Rant over. @IDontHateRainbows has the right idea when it comes to travel sizes!