Maison Margiela's Replica perfume line is doing a great job on hitting the balance between exclusivity ans luxury that is still reasonably accessible (more so than their other products). Many of their releases go viral on social media among both niche and designer perfume influences, especially on TikTok. They attach their scents to specifuc memory which stands out from other brands who simply list their scent notes, and their packaging is minimalistic, keeping in trend with current fads such as a "clean girl aesthetic," but still appeals to less basic tastes by using unique but relatable concepts that their scents are meant to evoke. For example, "Lazy Sunday morning" is a fresh linen scent meant to be the subtle and comforting scent of a weekend morning.

I would make sure to redirect them to DMs or private messaging in order to ask them in more detail about their experience as well as letting them know clearly that the brand as a whole is apologetic about their concerns or complaint to make sure they feel seen. This also lets other people who see the review know that Dormify doesn't ignore negative reviews and is working to make sure everyone has a good experience and is constantly working on improvements. Example: "We're so sorry to hear about that :( Feel free to reach out and DM us and we can work together to make sure this doesn't happen again. We can get to the bottom of this!"

Although it's been around for years now, Sephora's annual birthday gift is one that many people can reliably look forward to, and has the effect of feeling "free," like a real birthday present. 2021's choices included a Laneige set which was smart considering the exponential rise of all things K-beauty and it would be wise of other brands to follow in promoting Asian inspired trends of "glass skin" and innovative skincare.