Despite there being a huge global online perfume community I have seen very few examples of perfume houses that really excel in social media. A few web sites have tests where you can get help in finding your fragrance type, some web sites are extremely well-designed (favorite: Le Labo), some are strikingly generous and informative (for example Mandy Aftel). But social media - general impression is that there is much work to do. The most interesting communication is created by the perfumistas rather than the perfumers, is my impression. If you have examples that contradict this statement - please share!
My favorite right now web-wise is By Kilian as this perfume house creates nice links between information, shop, customer care and exclusivity. Everything is also very well-designed and has a tonality that fits the feeling of the fragrances. By Kilian has a facebook-page that actually does stay active and a part of is it the Kilian Club which gives you access to aming others things - samples delivered straight to your home. A couple of months ago I received a very elegant whole kit of samples and it really felt like getting a treasure.
So today I would really like to compliment By Kilian on their way of staying in touch with fans and also their generosity. Really really nice.