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Consumers are engaging more heavily with fragrance on social media, in response to a report from influencer marketing firm Traackr. In response to the corporate’s State of Influence report, which analyzed mentions and engagements from greater than 41,000 influencers from 2019 to 2020, fragrance — which is notoriously difficult to market online — has piqued interest from influencers, with posts on TikTok growing 449 percent. Consumers are matching that with heightened engagement, which grew 1,065 percent. Pierre-Loïc Assayag, cofounder and chief executive officer of Traackr, said the category has taken cues from other segments and overarching trends in behavior. “An enormous amount of creativity has gone into talking about how products make you are feeling, slightly than the products themselves,” he said....