SherryMost perfume brands think they're losing on Meta because they're not spending enough. Throw more money at the campaign, they say. Raise the budget, broaden the audience, test a new interest stack. None of that will work.
SherryMost perfume brands running Meta ads think their problem is the algorithm. They're wrong. You just need an ICP.
SherryMost perfume brands running Meta ads think their problem is the algorithm. They're wrong. This is how to make winning ads on Meta.
I started my first perfume brand in 2005.
No audience, no roadmap, just something I loved and wanted to make real.
In the beginning, it was messy.
I was hand-bottling everything, reaching out to small boutiques, hearing “no” way more than “yes.”
It took time to realize people aren’t just buying a scent—they’re buying how it makes them feel.
I stopped obsessing over the product and started paying attention to what actually makes someone choose one bottle over another.
Since then, I’ve worked with a lot of women trying to do the same thing.
And it’s usually not a lack of talent or effort holding them back.
It’s just not fully understanding what makes someone buy.
Now I spend my time teaching that.
Helping other women build something that actually works.
