It’s a sniff and whiff for consumers these days even at fashion retail stores as they choose the latest addition to their wardrobes. Enhancing consumers’ in-store experience, apparel brands are adding perfumes to their shelves as a natural extension of their brand offerings. With perfumes becoming an everyday grooming product rather than an occasional, luxury purchase, brands such as BIBA, Libas, and Savana by Urbanic, who already have product lines in the fragrance category, are looking to scale up their presence in the coming months.
Fashion brand Libas entered the fragrance segment earlier this year by launching two perfumes—Chase and Fling. Sidhant Keshwani, Founder & CEO of Libas, calls it an “accidental” category, but the company ventured into but says the response has been quite encouraging. “Earlier, we wanted to do it in an over-the-counter format, but we got a great response since our customer base is loyal to the brand. So that got us thinking about fragrances being a very interesting category to look at. Moreover, with the Indianisation happening in every product category, perfumes, especially for women, are still not extremely explored by many brands,” he says.
