As someone who works in the fragrance industry, I get

@paulreactss

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SoundTikTok sound · original sound - paulreactss

View velocity

+19.7M views over 18.0d · ~1.1M/day · 4 observations

Promoted product

Glimmer

Why it worked

The video leverages the creator's expertise as a fragrance influencer and the exclusivity of trying a new product before launch, creating intrigue. The soft-sell approach, focusing on the sensory experience and aesthetic appeal of the perfume, makes it relatable and desirable to the target audience.

Summary

A fragrance influencer introduces and reviews "Glimmer," the newest perfume from Estée Lauder, highlighting its scent notes and bottle design. The influencer expresses excitement for this new fragrance and suggests it for those who enjoy sweet, soft, and wearable scents.

Structure

1Introduction to fragrance industry perks
2Introducing "Glimmer" by Estée Lauder
3Describing the scent notes and overall fragrance profile
4Admiring the bottle design
5

Original caption

I had the chance to try the newest @Estée Lauder fragrance “Glimmer” before anybody else… and this one is magic… #esteelauderpartner #glimmer #perfume

More from @paulreactss

Product placement

Estée Lauder (brand): Appears as a watermark/logo on the product bottle and is mentioned as the brand releasing the fragrance. Removing it would not change what happens in the video. Glimmer (fragrance): Acts as the central subject of the video. The video is about trying and describing this new fragrance. Removing it would fundamentally change the video's purpose.

Call to action

smell Glimmer

On-screen text

GLIMMER

Transcript

As someone who works in the fragrance industry, I get to try perfumes sometimes months before they launch, and this one I've been waiting to talk about. This is Glimmer, the newest fragrance from Estée Lauder. You have a fluffy raspberry mousse, macaron rose, and creamy vanilla. It's sweet and creamy with this soft touch of floral that makes everything blend together perfectly. And can we just talk about this bottle, gorgeous? This feels like a completely new era for Estée Lauder, and if you love sweet fragrances that are still soft and wearable, you need to smell Glimmer. Estée Lauder, thank you so much for the early sneak peek with my friends.