Full Breakdown
The Evolving Landscape of Fragrance Sales at Macy's
12/22/2025, 12:03:13 PM
Seasonal Surge in Fragrance Sales
December is a pivotal month for the fragrance industry, accounting for approximately 25% of annual sales of high-end perfumes, colognes, and body mists in the United States, according to market research firm Circana. This surge in sales has outpaced that of makeup and skincare products during the first nine months of the year. Despite this growth, many consumers prefer to shop independently, often influenced by social media trends such as “fragrance layering,” rather than seeking assistance from sales staff.
Training and Techniques for Beauty Advisers
Macy’s employs around 10,000 beauty advisers, who undergo weekly training to stay updated on product knowledge and sales techniques. This training includes insights into current trends, such as the resurgence of matte makeup and fruity fragrances. Nicolette Bosco, vice president and divisional merchandise manager of Macy's beauty business, emphasizes that while customers often come in with specific ideas influenced by platforms like TikTok, the advisers play a crucial role in helping them find the right scent.
Virginia Dervil, a business manager for Parfum Christian Dior, provides training for beauty advisers, focusing on effective customer engagement strategies. Key techniques include maintaining direct eye contact, allowing customers to explore independently, and asking open-ended questions to understand their preferences. Dervil advises starting with fragrances that are in the middle range of intensity, as these are typically the most popular choices.
Customer Interaction Strategies
Dervil's training highlights the importance of a non-intrusive approach. Advisers are encouraged to let customers linger and self-discover, only stepping in to assist when customers express interest. For instance, when a customer shows willingness to engage, advisers should inquire whether they are shopping for themselves or as a gift. This understanding can guide the selection process more effectively.
Additionally, Dervil recommends using a specific method for introducing fragrances: spritzing three times on a test strip rather than applying directly to the customer. This technique allows the scent to settle before the customer smells it, preventing an overwhelming initial impression. Advisers are also instructed to help customers clear their senses between different scents by suggesting they sniff their arm or hand.
Conclusion and Sales Completion
Once a customer expresses interest in a particular fragrance, advisers are encouraged to discuss pricing and bottle sizes to facilitate the completion of the sale. The evolving retail environment at Macy's reflects a blend of traditional customer service and modern shopping preferences, as beauty advisers adapt to the changing dynamics of fragrance sales.
Official Statements & Responses
Macy's beauty business emphasizes the importance of training and adapting to customer preferences in a rapidly changing retail landscape. According to Bosco, “Our beauty advisers really help them discover what is the perfect scent for them,” highlighting the balance between customer independence and guided assistance.
Verbatim Quotes
- “And some customers prefer to have a moment to themselves and to really self-discover.” — Virginia Dervil, Business Manager, Parfum Christian Dior
- “If they want to try other products, fold the strip and place it next to the just-sampled fragrance as a reminder of which one it was.” — Virginia Dervil, Business Manager, Parfum Christian Dior
