Aussie online retailer The Profumeria aiming to make more cult fragrance brands easily available for local market

The Profumeria is an Australian e-commerce platform specialising in importing regionally crafted fragrance and skincare brands from Italy.It was launched within the midst of the pandemic final yr by sisters Elissa and Vanessa Bartuccelli, who each have retail expertise as patrons for worldwide brands and department shops.“With Australians not having the ability to journey and get entry to these brands themselves, we wished to curate fragrances to create a little bit of nostalgia and remind them of abroad journey. There’s an enormous market of Australian vacationers in Italy,”​ mentioned Elissa Bartuccelli.In the previous few years, the Bartuccellis have noticed an amazing shift within the fragrance world. Most notably, that that customers are not trying to the massive brands to inform them what they need to be.“There’s a complete notion about utilizing fragrance for ourselves to be loved by ourselves in our personal house. We’re seeing a deal with unisex fragrance and its encouraging customers to choose fragrances based mostly on their temper or their persona or individuality,” ​mentioned Bartuccelli.These artisanal fragrance brands have been wonderful at re-educating customers on how this ‘new’ approach of selecting and carrying perfumes, gender-neutral scents are right here to keep. According to Mintel, gender-neutral fragrance launches accounted for 17% of the market in 2010 and by 2018 that determine had grown to 51%.While customers could also be clamouring for lesser-known brands, these brands should not essentially accessible to the broader world viewers.One of the explanations the Bartuccellis established the corporate was to give their fellow Aussies an opportunity to buy cult labels from Italy, which could be subjected to exorbitant delivery prices in addition to duties and taxes.“The entire magnificence business has modified. It’s about making it straightforward for the brand new era to store. It’s about accessibility as individuals now accustomed to selecting up their cellular gadgets and making a purchase order. It’s about pace to buyer as a result of they anticipate merchandise then and there,” ​mentioned Bartuccelli.While the agency at the moment solely operates in Australia. It is working to increase into New Zealand and is serious about increasing into the Asian markets, the place area of interest fragrance gross sales are hovering.What customers wantSince it launched, the corporate has introduced in Italian fragrance brands Via Del Mille, Ortigia Sicilia, Nasomatto, Meo Fusciuni, Oway, and most just lately, a fragrance line from Italian trend home ETRO.“There are rather a lot more rising brands coming ahead now due to the traits within the market. I believe will probably be very attention-grabbing to see what occurs over the subsequent 12 months. We’re undoubtedly scoping for brands that sit inside the portfolio,” ​mentioned Bartuccelli.In specific, the corporate is trying for brands with merchandise which can be made with pure components and have attention-grabbing sustainability tales to inform.ETRO fragrances, for occasion, are crafted in-house with pure components and the packaging reuses additional cloth from its trend line.“Consumers on this house are actually trying for brands which have sturdy worth, notably round, manufacturing and packaging. We see this large shift within the magnificence market typically in direction of pure components and sustainable merchandise. Consumers need to make positive they know the place merchandise are coming from and what they’re investing in,” ​mentioned Elissa Bartuccelli.

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