Pinrose Builds Fragrance Range, Retail Presence

Pinrose was an early player in the fragrance space online — and like all the direct-to-consumer brands that have come before it, has realized that a retail presence is essential to scaling up. But even more powerful, Pinrose cofounders Erika Shumate and Christine Luby soon learned, is an in-store experience that welds key elements of the dotcom experience they built at pinrose.com. This largely includes personalization via an online quiz used to determine a customer’s fragrance personality so the brand can best suggest scents they will like. A pilot program with Sephora last spring revealed that 10 stores with iPads containing a version of this quiz yielded more sales — twice as many as the doors without corresponding Pinrose iPads. “What we found was the number of quizzes taken always correlated to more sales….We’re trying to…really innovate in helping the customer find the fragrance that she will like,” Shumate said. In 2014, Pinrose was among the first to introduce a fragrance brand that lived solely online, joining Commodity Goods which came a year prior. Shumate and Luby’s point of differentiation was clear: they wanted to target Millennials with kitschy names, an online quiz and a $55 price tag — not compete in the increasingly crowded artisanal fragrance

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