ASOS Adds Orebella, Ellis Brooklyn
ASOS has expanded its fragrance portfolio with new brands including Bella Hadid's Orebella, Ellis Brooklyn, and AllSaints.
ASOS has broadened its fragrance selection with several new brand launches. The online retailer now offers scents from Bella Hadid’s Orebella, Ellis Brooklyn, and AllSaints Fragrance.
This move expands ASOS's portfolio across premium, fashion-led, and emerging brands. It also provides customers with more ways to explore different scents.
New Brands and Formats
ASOS is introducing more accessible fragrance formats. These include discovery sets, travel sprays, body mists, and smaller bottle sizes.
Kerry Ashton, Director of Face + Body at ASOS, commented on the expansion. "Expanding the brand portfolio across fragrances marks an exciting step for ASOS," Ashton said. She added that it gives customers more reasons to visit for scent discovery.
"Adding these brands in a number of formats allows customers to explore and play with fragrance," Ashton stated. This supports ASOS's ambition to become an inspiring destination for fashion lovers to find their next favourite scent.
The Fragrance Wardrobe Trend
The expansion responds to a shift in consumer behavior. Shoppers are increasingly experimenting with fragrance instead of sticking to one signature scent.
Lookfantastic recently highlighted the rise of the "fragrance wardrobe." This concept involves a collection of scents chosen for different moods, personalities, occasions, and seasons.
Fragrance layering is also gaining traction. Consumers combine different scents to create more personalised fragrance profiles. Interest is growing in formats beyond traditional eau de parfum, such as hair perfume.
ASOS has a sizeable platform for these new introductions. The retailer boasts 17 million active customers globally.
In-Person Discovery Events
ASOS has launched a new event series to bring fragrance discovery into physical spaces. These are held through its House of Face and Body pop-ups.
The first event took place in Central London in February. It featured a Marc Jacobs fragrance walk-through, allowing customers to test a selection of the brand’s scents.
A London Lido pop-up in Shoreditch followed in June. This activation focused on Coach fragrances. Orebella products were used to showcase body mists as a trending format.
Further in-person activations are planned. These events give ASOS additional opportunities to introduce customers to new fragrance brands, formats, and emerging trends.
