Harrison, AndrewNunes, Mariana de Almeida2024-10-242024-10-242024-01-172023-12-18http://hdl.handle.net/10362/173985As the niche perfumery market thrives and trends in e-commerce escalate, Comporta Perfumes aims to optimize its online platform as a sales channel. This work project elaborates on a commercial strategy, to increase the brand’s online sales, supported by a literature review, two surveys, and eight interviews. Against the dynamic Beauty industry, characterized by innovative products and intensifying competition, Comporta Perfumes aspires to emerge as a distinguished brand, leaving a lasting mark in Portugal and beyond. For that to happen, there’s a need to improve customer acquisition and conversion.engAcquisitionPay-per-click advertisingSocial media marketingDigital marketingNiche perfumerymaster thesis203600819