During a recent smelling session for a product line I am involved in developing, I became hyper-aware about how critically important it is to “marry” the right scent to its matching product statement.
fragrance product development
While meeting with the Project Coordinator and Fragrance Sales Executive, we began to chat about the characteristics of the various scents we were smelling, which spanned a wide range of fragrance characteristics – from classic white florals, to bright juicy fruits, to fresh natural greens, and richly deep woody-spicy scents. We were faced with the challenge of finding scents for various lines within a broad product category, but which individually had vastly different positioning statements, consumer targets and product benefits.
Much like a croupier at a casino dealing out cards, it surprised me how quickly I was able to sort the numerous scents into like-minded groupings which responded to the differing product criteria. This could only be explained by my many years of experience in fragrance marketing and development, and the well-honed intuition which has resulted from my experiences in this field.
The correct fragrance-to-product pairing can spell success artistically, as well as commercially. A fragrance that doesn’t support or complement a product’s image, purpose, benefit or consumer target, won’t get that product very far.
I suddenly wondered whether the average consumer ever pauses to think about the amount of effort and thought that goes into selecting the scents in the products that they buy and enjoy?
Well…. do you???
Fragrance Insights 