Inside the Fragrance Industry: Secrets to Building a Niche Brand with Bettina O'Neill

Beauty and the Brand

Bettina O'Neill, Senior Vice President of Business Development at Scentbird, shares how she got into the fragrance industry, from her early days at Barneys to helping niche brands thrive. Bettina explains how up and coming fragrance brands can stand out in a crowded market, the importance of staying true to a brand’s identity, and the role of sampling in growing a loyal customer base. She also gives practical advice for founders on scaling their brands and navigating the complexities of retail partnerships.

Chapters

• 00:00:00 - How to Choose the Right Retail Partner for Your Brand’s Success
• 00:01:00 - Meet Bettina O'Neill: From Barneys to Scentbird
• 00:02:05 - Bettina’s Journey Through the World of Fragrance
• 00:04:17 - The Secret to Building a Niche Fragrance Market
• 00:05:54 - Standing Out in a Saturated Fragrance Market
• 00:07:45 - How Scentbird Scaled to 700,000 Subscribers
• 00:09:28 - Brand Growth: The Big Challenges and Key Strategies
• 00:13:39 - Why Sticking to Your Brand’s DNA is Non-Negotiable
• 00:15:59 - Leveraging Social Media and Sampling for Explosive Growth
• 00:22:34 - How to Find Funding and Support for Niche Brands
• 00:25:16 - What’s Hot Right Now: Fragrance Trends and Innovations
• 00:26:13 - Neuroscience and Scent: How Fragrance Affects Mood
• 00:27:24 - Launching a New Fragrance Brand in Today’s Market
• 00:28:07 - Beyond Candles: Innovations in Home and Car Fragrances
• 00:29:59 - Marketing Strategies That Drive Results for Fragrance Brands
• 00:32:36 - Why Subscription Models and Discovery Kits Are Thriving
• 00:33:35 - Sustainability and Clean Fragrances: The Next Big Thing?
• 00:35:54 - Bettina’s Signature Scents and Personal Favorites
• 00:37:28 - Advice for Aspiring Fragrance Founders
• 00:40:59 - Fragrance’s Emotional Power: Why We Wear What We Wear
• 00:41:24 - How COVID-19 Shifted Fragrance Trends
• 00:43:16 - Pop-Ups and Signature Scents: What’s Coming Next?
• 00:46:26 - Final Thoughts and What’s Next for the Fragrance Industry

Links and Resources

• Bettina on LinkedIn
• Scentbird
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• 5 Days to Growing Your Iconic Beauty Brand (and Having Your Most Profitable Holiday Season Ever)

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