During the most recent 618 online shopping festival in June 2021, niche fragrance sales on Tmall platforms surged by roughly 200 percent year-on-year, according to Alibaba. In its 618 debut, the Puig-owned L’Artisan Parfumeur sold more than RMB 3 million ($462,200) worth of its popular scent Passage d’Enfer and became the top-selling niche perfume brand on Tmall Global.

— Read more in Why China’s Shopping Festivals and Holidays Are Key For Fragrance Brands at Jing Daily. (You can find the Sandy-Z video referenced in the article, in which she decorates her bottle of Passage d'Enfer, here. If you're not familiar with the 618 shopping festival, see China’s Annual 618 Shopping Event Shows Consumers Are Back at Forbes.)