Please note that this lecture is open only to students at Stockholm School of Economics

While the wider luxury market has slowed down, fragrance outperforms. It has become one of beauty’s fastest-growing categories globally, driven by young consumers, premiumization and a shift from the idea of a single “signature scent” toward collecting and using fragrance as an expression of identity. Simultaneously, the way perfume is initially discovered has changed radically. Social media and online communities increasingly shape taste before the customer ever enters a store, turning an invisible, inherently sensory product into a new, major digital culture.

In this workshop, I will join brand executive Charlotta Kjellstrand to immerse bachelor and master students at Stockholm School of Economics in the world of luxury perfumery. The workshop will explore how value, brand codes and sensory experience is communicated throughout the fragrance retail experience.