As e-commerce companies gear up for massive sales for the upcoming festive season, for Flipkart, one of the categories it is betting big on is perfumes. And to further boost this category, which it claims is a top performer within its beauty category, Flipkart is launching Project ‘Authenticated’ to revamp the category.
According to the company, this comes in response to customers’ concerns regarding the legitimacy of luxury fragrances sold online. Through project ‘Authenticated’ Flipkart will revamp its portfolio comprising 2000+ perfumes with a seal of authenticity on the listing image, a new feature that showcases brand-approved sellers.
Flipkart will also launch of 100+ luxury perfumes, debuting international brands such as Shakira and Abercrombie and Fitch. The company will also add more exclusive partnerships and expand its collection of globally recognized labels in coming months, some of which has already kicked off with brands such as Jaguar, Police, Bvlgari, Davidoff, Calvin Klein, Guess and Michael Kors. Indian brands too, which be a part of the portfolio and will include brands such as Titan Skinn, Fogg and Denver. Most of these brands will be driven by exclusive selection, the company says.
“This initiative ensures that consumers can be certain they are buying genuine products straight from brand-authorised distributors. Studies have found the biggest problem plaguing the international perfume market is customers’ persistent doubts about the authenticity of what they buy. We hope that Project ‘Authenticated’ will match the offline purchase experience for our users,” Nishit Garg, Head of the category at Flipkart says.
This comes as the e-commerce major gears up for the Big Billion Days, which is Flipkart’s flagship festive event. While perfumes are a driver of the beauty category year-round, Flipkart is harping on the popularity of this category as gifts to boost sales in the last quarter of the year.