Open letter to perfume houses: the cry for samples

This article has been written in response to a comment left on my last blog post 'Bubble burst: the future of blind buying'. I learnt that I had been a bit too optimistic about the future of blind buying. Likewise, one analagous reaction that threaded through all comments left, needed to be further magnified- the need for samples. And so in this blog post, if I may be so bold, I would like to speak on behalf of fragrance lovers to perfume houses in declaring: give us more samples and minis.

To Whom it May Concern,

I write to you with great affection as one who has enjoyed reading about, testing, purchasing, and making known my thoughts and ponderings about the creations that you have offered for sale to the wider public, in recent times and past. 

Although the growth and expansion of your industry is a worthy reason to write to you, that is not what this letter pertains to. You see, I do not always fall in love with what you put into the market. Yes they are nose catching, nuanced by the expression of one note or another, but my hard heart is not often caught in my throat to prod me to purchase the full bottles that you offer on store shelves. However, I do feel a certain tendre for what you seek to sell, a tendre that would, if possible, be met and matched with the purchase of a smaller size of bottle. Hence I lay my complaint before you. You have ignored me, this type of customer, you have not catered to the needs of those who would like to own something you have made, albeit in a manageable volume size. And so in this letter, I would like to lay the case for 'the smaller bottle'.

Quite frankly on paper, it would seem that there is a better business case for selling only full-sized bottles. However, I think that you will appreciate that your forecast does not often translate the same in sales. If you would launch a consumer survey, querying those who have sampled your fragrances but declined to acquire a full bottle the reasoning behind their decision, I am certain you will receive feedback along the lines of, 'I did not like it that much/ see myself wearing it that often, to purchase a full bottle'. I rest my case.

There is yet another trespass to consumers that you have so often committed- withholding samples from us. The world is increasingly establishling a global market where access to goods and services from any part of the world is an accepted norm. If I can purchase an American perfume in the U.K or an Emirati fragrance in France, why then do I struggle to find any fragrance sample kits/ discovery boxes? Why have you decided that getting samples of your fragrances to every interested nose for a small cost (that we are willing to pay, mind you) is not worth the effort? We implore you to reconsider this business model.

Furthermore, I recognise that it would seem to you, that more money will be recouped by selling larger volumes to fraglovers convinced enough by the notes you publish, to blind buy them. However, I warn that after one too many fails, you may lose them entirely as a customer. You only need to read the comments section of a blog post I wrote exploring the future of blind buying, to see that it is already happening. As more competitors enter into this rapidly expanding market and money becomes tight in consumers' pockets, I believe that is a risk you're not willing to take.

In conclusion and still on behalf of the many fragrance lovers who may not have access to your physical stores to come in and test what they are curious about, please rethink your marketing strategy on samples and minis. Once again, we commend you on your dedication to your customer base, and we hope to receive a favourable response in the form of your 2024 releases.

Sincerely, Lotte.