Visual appeal is key in perfume retail
The visual narrative matters as much as the olfactory one, says Dr Ali Asgar Fakhruddin
After nearly two decades in perfumery, one truth continues to fill me with wonder, people fall in love with a fragrance long before they ever smell it.
We often talk endlessly about top notes and dry downs — but rarely about the bottle, the box, or even the shade of the juice. Yet that’s exactly where the customer’s journey begins.
At Sterling Perfumes, we’ve learned that the visual narrative matters just as much as the olfactory one. I’ve seen consumers hesitate, walk past a brilliant composition, simply because the bottle didn’t speak to them.
We may be crafting olfactory art, but our canvas is visual first. A smoky amber liquid hints at depth and sensuality. Frosted glass can signal freshness.
Even the weight of the cap — the way it clicks into place — can suggest quality or lack thereof. These aren’t superficial details — they’re emotional cues. They tell the customer what kind of story they’re about to step into.
It’s all about storytelling, and our medium isn’t just scent; it’s perception. At Sterling, every visual element is designed with the same intention as the fragrance itself: to connect, intrigue, and to invite. Because before the first spray touches skin, the eyes decide whether the journey even begins.
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