Story perspectives

High-End Fragrance Sales Surge as Shoppers Self-Discover

12/22/2025

Summary

Story summary

In December, Circana reports high-end fragrance sales account for about one-quarter of U.S. annual sales.
Shoppers increasingly explore scents independently, influenced by social media trends.
Macy's beauty advisers undergo weekly training to assist customers effectively.
Virginia Dervil, a Dior trainer, emphasizes letting customers self-discover while offering guidance.
Dervil highlights techniques such as maintaining eye contact, directing to mid-range fragrances, using test strips, and asking open-ended questions to understand preferences and facilitate sales.

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Story summary

In December, Circana reports high-end fragrance sales account for about one-quarter of U.S. annual sales.
Shoppers increasingly explore scents independently, influenced by social media trends.
Macy's beauty advisers undergo weekly training to assist customers effectively.
Virginia Dervil, a Dior trainer, emphasizes letting customers self-discover while offering guidance.
Dervil highlights techniques such as maintaining eye contact, directing to mid-range fragrances, using test strips, and asking open-ended questions to understand preferences and facilitate sales.