Fragrances - April - 2023


The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.

This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.

Fragrances

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Fragrances

industry, for the month of

April

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

During April, NEST New York sent 46 emails, while Scentbird sent 29 emails during the same period. Dossier - EN dominated ad creation with 58 new ads launched, followed by Scentbird with 53 new ads and The Fragrance Shop with 51 new ads. The Fragrance Shop also had the highest number of ad copies, with 40 ad copies in their new ads. In terms of media preferences, The Fragrance Shop used more images in their ads, with 31 new images compared to just 6 new videos. On the other hand, Dossier - EN focused more on videos with 31 new videos and 27 new images. Scentbird had a balanced approach with 26 new images and 25 new videos in their new ads.

Emails sent on average

12.7

Ads published on average

26

Average Spam Score

1.9

Email Marketing Benchmark Breakdown

Email Marketing Performances

In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)

Brand # Emails Sent Performance Email Scoring Performance
Average 12.67 53.93%
scentbird
29

✅ Good

61.79%

✅ Good

A.N. Other
2

❌ Poor

59.5%

✅ Good

Haeckels
4

❌ Poor

41.0%

❌ Poor

NEST New York
46

✅ Good

30.87%

❌ Poor

The Fragrance Shop
12

⚠️ Fair

69.92%

✅ Good

Snif
22

✅ Good

71.36%

✅ Good

Vyrao
4

❌ Poor

39.75%

❌ Poor

The Essence Vault
13

⚠️ Fair

65.31%

✅ Good

Creed Fragrances - EN
9

❌ Poor

51.78%

⚠️ Fair

Le Labo Fragrances - EN
0

❌ Poor

0%

❌ Poor

Scentials
6

❌ Poor

80.0%

✅ Good

Dossier - EN
26

✅ Good

57.92%

⚠️ Fair

ALT. Fragrances
4

❌ Poor

50.75%

⚠️ Fair

Dialect Fragrances
0

❌ Poor

0%

❌ Poor

DedCool
13

⚠️ Fair

52.23%

⚠️ Fair

Email Deliverability Performances

In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.

Brand Average Spam Score Performance Email Size Performance
Average -1.92 2,639.62 kb
scentbird
✅ -2.26

✅ Good

1,360.02 kb

✅ Good

A.N. Other
✅ -2.4

✅ Good

193.47 kb

✅ Good

Haeckels
✅ -1.35

❌ Poor

4,543.01 kb

❌ Poor

NEST New York
- 4,399.67 kb

❌ Poor

The Fragrance Shop
✅ -2.37

✅ Good

506.59 kb

✅ Good

Snif
✅ -1.9

⚠️ Fair

1,412.08 kb

✅ Good

Vyrao
✅ -0.25

❌ Poor

6,356.23 kb

❌ Poor

The Essence Vault
✅ -2.02

⚠️ Fair

2,394.46 kb

⚠️ Fair

Creed Fragrances - EN
✅ -2.46

✅ Good

3,313.09 kb

❌ Poor

Le Labo Fragrances - EN
- -
Scentials
✅ -1.7

❌ Poor

96.68 kb

✅ Good

Dossier - EN
✅ -1.97

⚠️ Fair

1,711.37 kb

✅ Good

ALT. Fragrances
✅ -0.05

❌ Poor

1,395.44 kb

✅ Good

Dialect Fragrances
- -
DedCool
✅ -1.49

❌ Poor

5,151.64 kb

❌ Poor

Email sent over time

Advertising performances and activity

Ad Velocity

In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.

Brand New Ads Detected Performance Unique Copy Performance
Average 26.27 13.73
scentbird
53

❌ Poor

1

✅ Good

A.N. Other
0

✅ Good

-
Haeckels
11

✅ Good

2

✅ Good

NEST New York
36

❌ Poor

22

❌ Poor

The Fragrance Shop
51

❌ Poor

34

❌ Poor

Snif
27

⚠️ Fair

22

❌ Poor

Vyrao
10

✅ Good

6

✅ Good

The Essence Vault
34

❌ Poor

26

❌ Poor

Creed Fragrances - EN
13

✅ Good

6

✅ Good

Le Labo Fragrances - EN
30

❌ Poor

16

❌ Poor

Scentials
9

✅ Good

1

✅ Good

Dossier - EN
58

❌ Poor

3

✅ Good

ALT. Fragrances
30

❌ Poor

0

✅ Good

Dialect Fragrances
0

✅ Good

-
DedCool
32

❌ Poor

27

❌ Poor

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 196 177 44.92%
scentbird
26

✅ Good

25

✅ Good

47.17%
A.N. Other
0

✅ Good

0

✅ Good

-
Haeckels
6

✅ Good

5

✅ Good

45.45%
NEST New York
9

✅ Good

27

✅ Good

75.0%
The Fragrance Shop
31

✅ Good

6

✅ Good

11.76%
Snif
14

✅ Good

13

✅ Good

48.15%
Vyrao
1

✅ Good

9

✅ Good

90.0%
The Essence Vault
16

✅ Good

18

✅ Good

52.94%
Creed Fragrances - EN
13

✅ Good

0

✅ Good

0.0%
Le Labo Fragrances - EN
24

✅ Good

1

✅ Good

3.33%
Scentials
7

✅ Good

2

✅ Good

22.22%
Dossier - EN
27

✅ Good

31

✅ Good

53.45%
ALT. Fragrances
4

✅ Good

26

✅ Good

86.67%
Dialect Fragrances
0

✅ Good

0

✅ Good

-
DedCool
18

✅ Good

14

✅ Good

43.75%

Ads detected over time

Browse previous benchmarks

Fragrances - March - 2024

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Fragrances - February - 2024

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Fragrances - January - 2024

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Fragrances - December - 2023

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Fragrances - November - 2023

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Fragrances - October - 2023

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Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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