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Designer Perfume Merchant, Adetayo Olowookere Gives Insight On How to Succeed In Fragrance Business

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By Prosper Olayiwola

Lagos-based perfume merchant and CEO of Sirtified Perfume And More, Adetayo Olowookere has explained that success in the perfume business hinges on crafting a unique brand identity that resonates with a specific target audience, coupled with a meticulous understanding of both the art and the science of fragrance creation and the ever-evolving market landscape.

According to him the fragrance business also demands a blend of artistic vision, business acumen, integrity and unwavering persistence. He made this remark on Wednesday, October 22, 2025 with some fashion and style writers at his wholesale outlet, shop A94 Akwa Ibom Plaza, Trade Fair Complex along Lagos-Badagry Expressway.

He also described his brand as the type that helps people boost their confidence and stand out through fashion world, adding that his over 20 years in the business of selling of designer perfumes, body mist, body spray and scented candles for wholesale and retail customers has given him requisite knowledge and experience to speak as an authority within that business climate.

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While fielding questions on navigating the scented landscape and essential strategies for perfume business success, Adetayo said; “The perfume industry, a multi-billion dollar global market, is fiercely competitive. To carve out a niche and thrive, aspiring perfumers and entrepreneurs need a strategic roadmap that encompasses creative prowess, market awareness, and operational efficiency. Let’s explore the core elements of this fragrant formula or let me say defining one’s niche and target audience, before embarking on scent business, a crucial first step is identifying your target audience. Who are you trying to reach? What are their aspirations, lifestyle, and scent preferences? Understanding these demographics allows you to invest in fragrances that resonate deeply.

In this business merchants must also be conversant about the raw materials used in producing them. Deep knowledge of fragrance ingredients, including natural essential oils, absolutes, and synthetic aroma chemicals must always be noted to ascertain the veracity of their quality and how long they can stay on the persons wearing them. Understanding the classification and composition of scents; citrus, floral, woody, oriental, etc. and how to blend them harmoniously to create a balanced and appealing fragrance profile should never be compromised. Mastering the techniques to create perfumes that have staying power (longevity) and a noticeable presence (projection) must be part of what should be appreciated in this very lucrative business.

On the issue of safety and regulations, Adetayo added, “well what I can say about this is that adhering to industry safety standards and regulations regarding fragrance ingredients and labeling is very important and of course every business owner must be law abiding and protect industry extant guidelines. One must also consider taking perfumery courses, working with experienced perfumers, or investing in resources that provide in-depth knowledge of fragrance formulation.”

In crafting a compelling brand story and identity, the Sirtified Perfume CEO added, “In a saturated market, a strong brand story differentiates you from the competition and moreover, you must have integrity. For example, this number, +234 808 740 2121 has been my mobile for more than 20 years, since I have nothing to hide. The number has not changed. Besides that, your brand story should equally communicate your values, inspiration, and the unique philosophy behind your fragrances. You must develop a consistent and engaging marketing strategy that effectively communicates your brand story to your target audience through various channels.

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“E-commerce Website is another important tool to expand the frontiers of perfume business from market research and product development to packaging design, branding, marketing, and choosing the right sales channels. A user-friendly website with high-quality product images, detailed descriptions, and secure online ordering will also be an advantage, while also building a sound and symbiotic relationship with logistics companies and others who are in the business dispatch services. Similarly, engaging with your target audience on social media platforms like Instagram, Facebook, Whatsapp, and Pinterest, showcasing your brand, and building a community around your fragrances must also be accommodated and considered.”

When asked about the unique role of packaging in the success of a perfume brand he said, “Packaging plays a critical role in conveying brand identity and influencing purchase decisions. We always advise stakeholders in the perfume business value chain about high-quality packaging that reflects the brand’s aesthetics and protects the fragrance. Consider sustainable packaging options to appeal to environmentally conscious consumers.

“Beyond that a serious minded merchant must also think about staying ahead of trends in the ever-evolving fragrance industry; this includes continuous learning and market research, these are very essential. You must also follow industry publications, attend trade shows, monitor social media trends, and engage with customers to understand their evolving preferences. Adaptability and innovation are key to long-term success,” Adetayo stated.

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Just in: EFCC Nabs Tinubu’s Aide Over Alleged N500Bn Fraud

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Operatives of the Economic and Financial Crimes Commission (EFCC) have nabbed Mustapha Abdullahi, the director-general of the Energy Commission of Nigeria, over alleged money laundering offences involving more than N500 billion.

TheCable understands that Abdullahi was arrested in Abuja on Wednesday and is currently being held in the custody of the anti-graft agency for further investigation.

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NDLEA intercepts N10.4 billion Canadian Loud at Lagos Port(Photos)

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. We’ll continue to work with local and international partners until illicit drug supply chain is fully broken in Nigeria, Marwa assures

Operatives of the National Drug Law Enforcement Agency (NDLEA) have intercepted a large consignment of Canadian Loud, a high-potency strain of cannabis, weighing 4,173.5 kilograms with a street value of Ten Billion Four Hundred and Thirty-Three Million Seven Hundred and Fifty Thousand Naira (N10, 433, 750,000.00) only at the Tincan Island Port in Lagos.

The successful interdiction of the illicit drug consignment followed painstaking intelligence gathering, sustained surveillance, and trailing of the container, which was transloaded a number of times since it left Toronto, Canada on 28th March, conveyed through rails to Montreal, where it was loaded on board a vessel, Jakarta express voyage, which arrived Tanger Med Port in Morocco on 15th April, discharged and reloaded on another vessel, Osaka voyage, which eventually arrived the Lagos Port on Saturday 9th May 2026.

The over two months of monitoring the shipment by the Marine Intelligence Unit of NDLEA and the Tincan Island Strategic Command of the Agency, working in close collaboration with international partners particularly the United Kingdom Home Office International Operations, the United States Drug Enforcement Administration, and the Royal Canadian Mounted Police, culminated in the eventual seizure of the consignment on Tuesday 12th May during a joint examination of the container by NDLEA operatives, men of Customs Service and other security agencies.

The development comes barely four days after NDLEA operatives raided a Lekki mansion used as stash house where 4,000 parcels of same psychoactive substance weighing 2,326 kilograms worth over Five Billion Eight Hundred and Fifteen Million Naira (N5,815,000,000.00) were recovered.

The illicit drug consignments from Canada were professionally packed and concealed inside two vehicles: a used Ford Bus and a Mercedes Benz C300 car, stashed within the shipping container. Speaking during the handover of the exhibits by the NCS at the Port in Lagos on Wednesday 13th May, the NDLEA’s Director of Seaports Operations, ACG Ibinabo ArchieAbia said the “achievement once again demonstrates the effectiveness of inter-agency cooperation, international collaboration, and intelligence-driven operations in combating transnational organized crime and illicit drug trafficking.”

Reacting to the development, the Chairman/Chief Executive Officer of NDLEA, Brig. Gen. Mohamed Buba Marwa (Rtd), commended the officers of the Tincan Command and the MIU of the Agency for their vigilance and professional conduct, noting that the volume of recent Loud seizures highlights a coordinated attempt by international drug syndicates to flood the Nigerian market with synthetic strains of cannabis.

“This second massive seizure in less than a week is a clear message to the international syndicates who think they can use our ports as entry points for their soul-destroying trade, that the synergy between NDLEA and Customs Service as well as other security agencies and our international partners like the Canadian Royal Mounted Police, the UK-HOIO and the US DEA is yielding fantastic results. We will not rest until every link in this supply chain is broken and those behind these shipments are brought to justice”, Marwa stated.

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Prominent Analyst Calls for Immediate Halt to Amukpe–Escravos Pipeline Sale Process

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A prominent public affairs analyst, Prof. Okey Ikechukwu, has called for the immediate suspension and possible termination of all processes related to the proposed sale of a 40 per cent stake in the Amukpe–Escravos Pipeline, warning that proceeding under the current terms would amount to a “giveaway” of a strategic national asset.

Ikechukwu, Executive Director of the Development Specs Academy, made the remarks during an interview on Tuesday on Arise News, where he questioned the pricing, procedure, and transparency surrounding the transaction.

According to him, Nigeria is not in such financial distress as to justify disposing of a critical infrastructure asset at what he described as a “giveaway price.”

“If that is allowed to happen, it means there is no governance,” he said. “It means that people can exercise arbitrary discretion. It means that processes can be routinely violated.”

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His intervention comes amid mounting controversy over the valuation of the pipeline asset. Independent assessments conducted in 2025 reportedly valued the 40 per cent stake at between $544 million and $641 million, more than double the $243 million offer associated with a transaction that collapsed in October 2024.

Ikechukwu argued that any attempt to revive or proceed with the sale on the basis of disputed or outdated valuation benchmarks would undermine due process and public confidence.

“We are not under any desperate need to sell it at a giveaway price, and that’s what appears to be happening here,” he said. “If that is allowed to happen, then it means there is no governance.”

Describing the pipeline as a “performing national asset,” the analyst noted that the facility reportedly maintains operational uptime levels of as high as 95 per cent.

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“If you must sell a performing national asset, it must be sold at the right value,” he stated.

To illustrate his concerns, Ikechukwu compared the situation to a failed private land transaction later revived at an outdated price, arguing that such a practice would be unacceptable in any credible commercial environment.

He further warned that proceeding without an updated valuation process could damage investor confidence and weaken perceptions of regulatory integrity.

“But beyond all of that, where will investor confidence be?” he asked. “If you are a lender, how do you feel in this kind of environment? It might even be interpreted as sabotage.”

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Beyond the question of pricing, Ikechukwu said the larger issue at stake was institutional credibility and adherence to due process.

“If that is allowed to happen, it means there is no governance,” he reiterated. “It means that people can exercise arbitrary discretion. It means that processes can be routinely violated.”

The development expert consequently called for an immediate halt to all ongoing steps connected to the proposed transaction.

“All processes leading up to the presumed attempt to sell it now should be stopped,” he said. “Quite frankly, terminated. An independent evaluation should take place so that we know the current value of what is on the table and ensure that the country does not lose money in the process.”

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