This Christmas will be very different from the previous ones. COVID-19 has shocked the world by shuffling the cards and making what was previously taken for granted and on hand, extraordinary and unattainable. Consequently, consumers' buying habits have changed and it must be a priority for brands to change their marketing strategies to keep up with the times and be in line with the needs and requirements of their customers. The article offers three tips to be successful during the (mainly online) Christmas shopping period.

Mark your calendar: As of January 2022, manufacturesrs of cosmetics sold in California will have to disclose fragrance and flavor ingredient information to the public health board

Some significant data that emerged from a survey highlight the extreme effectiveness of influencer marketing in the communication strategy of beauty brands. Influencers are in fact able to influence the purchasing behavior of consumers, guaranteeing an excellent ROI. For this reason, more and more brands are redistributing their budgets by focusing on this type of communication that has its natural habitat on Instagram.

Unfortunately, black people tend to use whitening products that can make their skin clearer and brighter. This is due to a totally wrong concept that is instilled in them from a young age that having white and radiant skin is synonymous with beauty, acceptance, success. This hammering concept has led to drastic and catastrophic consequences not only on an ethical, ethnic and cultural level; it has also led many people to resort to harmful products and cosmetic interventions that have led to serious consequences and, in some cases, even death ...

Perfume is a universal language: perfumes, smells, are able to communicate with anyone and to anyone, arousing emotions, memories, sensations in each of us. This emotional bond is fundamental and must never be put aside to favor a more technical, cold and scientific language. It will then be up to the noses to translate the emotions and stories of the clients into chemical formulas and technical language to give life to a magnificent creation.

Some perfumes are less persistent than others, first of all the colognes and especially those with citrus notes on the head. In other cases we are surprised when people make comments about our scent that we no longer perceive because we are now addicted to it; or again, there may be cases in which we are unable, due to a permanent or temporary “defect” to perceive a particular odor. For each of these cases there is a solution ...

A comment on a law aimed at total transparency in the declaration of ingredients and components of products to allow consumers a total and complete awareness of what they use

Interest in artistic perfumery brands is growing in China. In fact, more and more e-commerce companies sell and promote these products and sales increase exponentially (just think of the incredible success of Jo Malone and Byredo).

Thanks to the power of social networks and the innate inclination of Generation Z to express their point of view through these tools, some discontinued products from different brands have been put back on sale or have given birth to new collections of products from the past.