Following its expansion into all Ulta Beauty stores in May 2024, fragrance brand Snif has launched the Ulta-exclusive Rose Era EDT in collaboration with YouTuber Monet McMichael. Here's how Snif is leveraging unique partnerships and retail expansion to drive growth.
Snif's Latest Collaborative Scent: Rose Era
Unique collaborations are central to its strategy. The brand previously worked with U.S. food blogger Tieghan Gerard on a Pumpkin Smash candle and wellness author Alex Elle’ Heal the Way fragrance.
For its collaboration with McMichael, Snif developed a youthful floral fragrance, Rose Era, which went viral on PerfumeTok ahead of its launch, leading to a wait list of more than 20,000 consumers.Per the brand, Rose Era "blends dewy roses, strawberry, a clean laundry accord, ambrette seeds, white moss and saffron."
The latest scent represents a 5x scale up of its typical fragrance launch, per the brand. In addition to Rose Era, Snif will be launching additional SKUs at Ulta.
The in-store availability gives the digitally native brand an opportunity to connect with fragrance shoppers in person.
Fragrance's Strong Growth Trajectory
The Rose Era launch comes amid a boom in fragrance, particularly among Gen Z shoppers.
Per Circana's Q1 2024 data, prestige fragrance sales revenues jumped 13%, faster than any other category.
Scent has also been a highlight for Ulta Beauty.
In a Q1 analyst call, Paula Oyibo, the retailer's senior vice president, finance, said, "Fragrance delivered double-digit growth, driven by newness from existing brands and exciting brand launches, including Cosmic, from Kylie Jenner, which is exclusive to Ulta Beauty."
