Four of the top five women’s fragrances have remained entrenched for half a decade despite constant efforts to unseat them. Last year alone, fragrance makers launched more than 100 new brands and label extensions, backed by hefty marketing budgets. An estimated $800 million is spent on fragrance marketing each year, according to the firm, from television commercials to billboards to in-store samples and magazine ads.
The problem is that much of that marketing is wasted.
— Read more at Perfume Makers Spend $800 Million on Ads That Apparently Stink at Bloomberg.