Throughout December, i watched with curiosity and with respect the phenomenon of an influencer launching their own product on the market. Their journey drew me in as it did thousands of followers who became Jeremy’s #fragrancearmy. I observed his skill in building an army of followers, the relentless confidence and commitment it takes to keep the momentum going and the bold push of trying to convert them from passive observers (like me) into purchasers. It prompted me to reflect on what’s important in building a brand, generating a following and crafting a product that serves them.
Jeremy Fragrance is a YouTube fragrance reviewer who has amassed a sizeable following based on his simple and candid commentary on fragrance products in the market (oh and thanks to his good looks, a few topless pics and some one-handed push-ups to help lure in viewers).
He won Vlog of the year award from the Fragrance Foundation in 2018 and after 4 years of building his brand he set out on a path to design and sell his own product. He started this project via Kickstarter, which in itself is an interesting choice. Some Influencers partner with brands like Iskra did with American Eagle last year. This approach however conveys a man out on his own, an authentic push from someone who you want to get behind and back. Living the stereotype of German efficiency he has shared a clear plan and timeline he is working against to achieve his goals. He has a clear vision and plan and his commitment to it and his transparency in the journey only adds to his likability.
I admire the ambition and dedication he’s demonstrated, and the leap he’s taken to do all this. His confidence shines through in his many social posts displaying #strength.
Despite the traditionally masculine cliches his style transmits, which seem dated in today’s world, one thing for sure is that this guy has balls. Love him or loathe him, his brash approach (and good looks) command attention and exude an authentic voice.
The way he has ‘bigged up’ the arrival of his new product has been remarkable. With claims of it being ‘the best fragrance on the planet’! The effort in building trust from his audience through his reviews has given him license to make such bold claims and incite interest. In fact such a hyperbolic description is refreshingly authentic to hear from a fellow human who has bared his soul (and chest) with you for a while on the internet.
The insight he’s drawing from to build his offering is entirely valid – ‘with so many fragrances out there, all depicting aspirational, and perhaps incredible, emotional benefits people want to simply know if it’s good and if others like it on you’. He’s tapping into the trend around authenticity and leveraging the credibility he’s built to capitalize on it.
So how’s he done? On the surface it seems quite well. His claims around sales via the initial kickstarter presale were impressive and his followership continues to grow with people hungry for the next one. He’s certainly created buzz within his community – let’s hope for his sake the fragrance delivers and he can continue it.
What did I take from all this?
A strong insight drives relevance. People are looking for simplicity and authenticity in today’s world – any brand looking to be relevant today needs to understand and unlock this to win.
The power of an authentic voice with a point of view. When a brand has something to say people are interested in listening.
Stick at it. It takes relentless dedication to keep pushing your message, keeping the audience engaged, entertained. Continuous content is key.
Create anticipation. Jeremy was bold in his claims, created anxiety in the exclusivity of availability and huge anticipation running up to the launch. He didn’t just wait until the day it went on sale. Human curiosity to want to be part of something and be amongst the first to experience it is a powerful thing.
Hats off to him, I wish him the best and thank him for taking the leap and sharing his experience with us all.