When you think of fragrance marketing, what is the first thing that comes to mind?

Is it luxurious advertisements with stunning models in picturesque backgrounds?

Or is it celebrities looking effortlessly gorgeous with a perfume bottle perfectly placed next to them? 

While these are all iconic elements, there’s more to it. 

At its core, fragrance marketing is how brands promote scent-based products. This includes creating emotional connections and enhancing the customer experience.

We’ll be diving into three standout brands taking key strategies like social media, storytelling, emotion, and sensory marketing to the next level.

These brands are doing it right. 

So, whether you are on the hunt for your new favorite fragrance brand or just curious about modern marketing tactics, we’ll break things down and give you a deeper look. 

Lattafa: The Fragrance Brand Taking the Internet by Storm

Social media is essential.

One fragrance brand that is taking full advantage of social media in the best way possible is  Lattafa.

Lattafa is a fragrance house founded in the UAE. It creates world-class fragrances that reflect the richness of Arabian heritage. 

It is one of the brands leading the Middle Eastern scent revolution to the West, with its rich fragrances and ouds.

Lattafa has built a global brand identity grounded in cultural expression and modernity. Lattafa also focuses on quality, authenticity, and design of its fragrances. 

However, it has capitalized on the TikTokification of fragrance marketing.

Lattafa’s Instagram and YouTube are some of the most viewed within the fragrance industry. But Lattafa is especially popular on TikTok and TikTok Shop

In fact, Lattafa had $4.9 million in revenue from TikTok Shop in May 2025 alone. 

According to Emaan Shoaib, Head of Social Media and Digital Marketing at Lattafa, “Our success is largely attributed to our strong online community”.

If you're scrolling on TikTok or watching a perfume video on YouTube, chances are Lattafa will be mentioned.

Lattafa connects with digital audiences through social media marketing and influencer marketing. 

When you also factor in Lattafa's strong product line, it’s no wonder PerfumeTok and Fragrance YouTube can’t stop talking about them.

For instance, popular TikTok perfume creator and musician Danielrenemusic regularly reviews and raves about Lattafa to his 1.5 million TikTok followers. His dedicated Lattafa videos even include rating his top 10 Lattafa perfumes of 2024. 

Similarly, fragrance influencer Paulreactss has multiple viral videos hunting for Lattafa perfumes. He also reviews Lattafa fragrances for his 2.3 million TikTok followers.

These large creators help boost the online buzz and excitement on TikTok for Lattafa. 

But that is not all. Lattafa also partners with many influencers to generate hype about the brand.

Beauty and fragrance creators like Parissvanity and Giniglow have partnered with Lattafa. They have made videos for their combined 226,000 followers about their favorite Lattafa perfumes that are available on TikTok Shop.

Lattafa is an All-Around Hit 

As a result of these digital initiatives on TikTok, audiences are captivated. Everyone can't get enough of the seemingly never-ending choices of unique fragrances that Lattafa has to offer. 

Consumers have even ventured to Amazon in search of Lattafa perfumes. In turn, Lattafa is ranked twice among Amazon’s Top 10 Bestsellers in Perfumes and Fragrances. 

Lattafa’s overall remarkable social media marketing and digital strategies have positioned it as a standout brand.

Not only are the fragrances bold and niche, but they are sold at an approachable price point. 

They also come in exquisite packaging that competes with top-of-the-range ultra luxury perfumes.

All of this, coupled with effective social media marketing, influencer marketing, and TikTok content that’s viewed millions of times, makes Lattafa a star.

Maison Francis Kurkdjian: A Unique Mix of Storytelling, Organic Buzz, and Strategic Collabs

Another important element is storytelling. Maison Francis Kurkidjian is a brand that truly embodies this. 

Maison Francis Kurkidjian doesn’t rely on attention-grabbing marketing campaigns. It doesn’t focus on trends or meeting market demands, either.

Yet, Maison Francis Kurkdjian ranked as the fourth leading fragrance house in global sales as of April 2025.

Instead, Maison Francis Kurkidjian focuses on the art of storytelling. It does this in combination with organic buzz and strategic collaborations.

Maison Francis Kurkidjian ensures consumers know each perfume is created with tradition and a backstory.

Even its best-selling Baccarat Rouge 540 fragrance and bottle tell a story. Baccarat Rouge 540 was created by master perfumer Francis Kurkdjian. It was originally made in collaboration with Baccarat to celebrate their 250th anniversary.

According to CEO and Co-Founder of Maison Kurkdjian Francis Marc Chaya, “The name Rouge 540 is no coincidence, it refers to the precise temperature at which 24-karat gold turns red inside the Baccarat furnace”.

When it comes to its brand and marketing, Marc Chaya has expressed that “We hope to reaffirm our message: creativity remains the essence of Maison Francis Kurkdjian”.

He then went on to state that “Marketing simply helps convey that vision”.

In essence, Maison Francis Kurkdjian’s fragrance marketing builds a powerful story of heritage and creative origins. 

Maison Francis Kurkdjian Sticks True to Itself

Alongside strong storytelling, Maison Francis Kurkdjian leverages organic buzz. The brand avoids celebrity sponsorships and over-the-top marketing campaigns.

Marc Chaya has even previously recalled when Baccarat Rouge 540 went exceptionally viral. 

He stated that, “I would go on TikTok and there were quite a few posts about Baccarat Rouge 540. And then one day there was an extraordinary post by a celebrity that went viral”.

Yet even with the virality, Maison Francis Kurkdjian didn’t do extra marketing to capitalize on the hype. 

The brand lets its creativity, product, and story speak for itself. In turn, word gets around organically about Maison Francis Kurkdjian’s world-class fragrances.

Additionally, Maison Francis Kurkdjian executes strategic collaborations. Aside from the partnership that sparked Baccarat Rouge 540, Maison Francis Kurkdjian has multiple noteworthy collabs.

In 2019 and 2020, FENDI and Maison Francis Kurkdjian collaborated to create exclusive collections of scented Baguette bags. 

Francis Kurkdjian created FENDIFRENESIA Yellow Eau de Parfum for the yellow FENDI Baguette and Nano Baguette collection. He also created FENDIFRENESIA Pink for the pink collection. 

FENDI and Maison Francis Kurkdjian’s collaboration celebrated both brands’ creativity and technique.

Francis Kurkdjian of Maison Francis Kurkdjian has also partnered with Air France. He created Air France’s first home fragrance. The fragrance is available at select Paris Charles de Gaulle airport lounges. 

This combination of strong creative storytelling, organic buzz, and strategic collaborations makes Maison Francis Kurkdjian a standout brand. Their fragrance marketing is as top-notch as their fragrances.

Maison Margiela: Fragrances to Activate Your Senses and Create a Mood

Part of marketing fragrances is curating a mood and evoking memories. This directly correlates with sensory marketing to activate your senses.

And Maison Margiela’s Replica line of fragrances captures all of this perfectly.

Every bottle from Maison Margiela’s Replica line is labeled in cotton. The cotton labels tie back to the Maison Margiela fashion house’s blank clothing tags. The texture and tactical experience of the cotton label activate your touch senses as well.

Each perfume is also labeled with a name, location, year, fragrance description, and style description. This mimics the idea behind Maison Margiela’s vintage-inspired clothing line from the 1990s. 

Immediately after reading each fragrance label, you are engulfed in an emotional story you can almost see and smell, further activating your senses. 

Replica Fragrances from Your Memories

According to Maison Margiela and Detail Digest, the goal is for each perfume bottle to “recreate the scents our memories are made of”. 

Maison Margiela’s Replica fragrances, like Springtime in a Park, are designed to evoke memories and curate a mood. The style description of the perfume even reads “Memory in a fragrance”. 

When you spray Springtime in a Park, you are transported to Shanghai in 2019, during the Spring season. 

You get to experience a moment of being surrounded by blossoms, while also getting a whiff of some fruity notes. Or, you may think about your own beautiful memories in a park during springtime.

Similarly, Maison Margiela’s Lazy Sunday Morning evokes the emotion and memory of “Soft skin and bed linen”, according to its fragrance description. 

You are taken back to an easygoing Sunday morning in Florence in 2003. You can smell the light, airy scent of flowers and freshness.

Altogether, Maison Margiela’s Replica line is a fragrance marketing powerhouse. 

The minimalistic product design and specific poetic branding make it alluring.

Maison Margiela’s Replica line also plays on sensory marketing, while leveraging its authentic visual identity. This, together with its focus on drawing emotion and creating a mood, truly makes it a standout brand.

Now, after going over our top three standout brands, what do you think? 

Through delving into these brands, we hope the next time you think about fragrances or marketing tactics, you remember some of these key elements.

Think about social media, storytelling, emotion, memories, and sensory marketing. All of these are important strategies to take away with you.

Understanding these elements and the brands executing them successfully is important. It can help you make informed decisions when choosing a fragrance or fragrance brand for you.

It can also help you better understand various marketing techniques. 

So, next time you can also point out brands with fragrance marketing so strong you can smell it!

✍️ Written by Amy Newton