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Oil & Oud sells fragrance direct to consumer. Start & Scale produced its ecommerce content, building the product and lifestyle imagery the brand runs on, in a category where the single thing the customer wants to experience is the one thing a website cannot deliver.
Fragrance is the hardest ecommerce category to photograph, because the product cannot be shown. A customer buying scent online is asked to commit to something they cannot smell, which means every buying signal has to be carried by imagery, association and the credibility of the bottle in front of them.
That puts unusual weight on production quality. In most categories a mediocre product shot costs some conversion; in fragrance it removes the only evidence the customer has.
Start & Scale produced the brand's ecommerce content: product photography treating the bottle and packaging as the object of desire they have to be, alongside lifestyle imagery establishing the register the scent belongs to.
The two work together. Detail imagery justifies the price by making the craft visible, while the lifestyle work does the associative job that the scent itself would do in a shop.
Oil & Oud came away with a content library built specifically for ecommerce and paid social placement, rather than adapted from packaging artwork. In fragrance that is the difference between a product page that converts and one that asks too much of the customer's imagination.
How do you photograph fragrance for ecommerce?
In two registers at once. Start & Scale shoots close product detail so the craft and packaging justify the price, plus lifestyle imagery that supplies the association a customer would otherwise get from smelling it in store.
