Snif, the direct-to-consumer fragrance brand with a drop-style approach to product launches, is preparing for a new fragrance collection.

Each of the three genderless fragrances, titled Collection 2, will be available this week for $ 65 or a set of three for $ 150 on the brand’s website. According to industry figures, Snif, which launched in October, is expected to generate sales of $ 3 million in the first twelve months of its existence. Sources also expect Collection 2 to raise $ 1 million.

Collection 2 consists of Honorable Mention with floral and woody notes; Poppy Issues with floral and fruity notes and Sweet Ash with woody notes. The fragrances are all free from parabens, synthetic colors, preservatives and phthalates. They are also vegan and cruelty free.

The trifecta of fragrances comes after a successful first launch in autumn 2020, shortly afterwards a collaboration with the artist Harry Hudson follows. Although Snif plans to build a permanent collection of bestsellers, the Drop model has proven successful in snapping down Generation Z consumers.

“The only goal was to eliminate all the vulnerabilities in purchasing fragrances and buying various online,” said Phil Riportella, co-founder of Snif. “We eliminate all risk to our consumers by offering free shipping and free returns. Our bundle kits offer all three offers. It’s like bringing the fragrance counter home. “

The idea for Snif came from Riportella and co-founder Bryan Edwards, based on their own experience in shopping for fragrances. “Your typical department store experience is going to a department store and finding a fragrance, but you don’t get an opportunity to actually try before buying,” said Edwards.

Snif is also trying hard, Edwards added, noting that nearly 80 percent of its orders come from trial purchases. The flexibility of the consumers enabled the new company to hold its own during the pandemic. “We started at a time when people couldn’t experience the scent like they always had,” said Edwards. “We were one of the few direct-to-consumer brands that enables this buying process and allows you to do it from the comfort of your home.”

The brand’s ethos is based on what they have termed a “situational fragrance”. The idea of ​​finding a characteristic fragrance is a thing of the past. “Why is there this idea of ​​a characteristic fragrance at all? Is it because actually finding that fragrance was a pain and you don’t have to return to this department store? “Riportella thought.

According to the founders, price points for luxury fragrances can also prohibit younger consumers from buying them. “They prohibit consumers from trying different fragrances,” said Riportella.

The rest of Snif’s first year is packed with another collection launch, a new collaboration and a category expansion in time for fall, the founders said.

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