Things we are familiar with and that bring us comfort are our “go-to” staples when we are feeling stressed, uncertain or anxious. It should be no surprise then that a recent EquiTrend poll measuring a variety of products’ brand equity conducted by Harris Interactive, revealed that some of the top ten brands (across a multitude of product categories)with the highest brand equity were familiar indulgences such as M&Ms, Reese’s cups and Hershey Kisses, in addition to the ever-reliable Honda, Sony and Kitchen Aid brands and premium Grey Goose vodka.
One would think that in the present economy consumers would automatically opt for the most inexpensive product, however the intrinsic value of “comfort” is directly tied into a product’s performance, reliability and the consumer’s familiarity with it. Therefore selecting a cheaper alternative might pose a risk that the consumer might not be willing to take, and would rather pay a premium in exchange for guaranteed satisfaction.
In the fragrance world, we refer to Comfort Scents as those with food-based notes that are warm and sweet with nuances of vanilla, chocolate, nuts or spices. Powdery notes have also long been associated with comfort because they take us back to our cuddle-filled childhood days, while fruity scents lend comfort with their familiarity, freshness and uncomplicated character.
You will find that many of the newer fine fragrance introductions fall into those categories, or have comfort notes that are highlighted in their composition…And they’re exactly what we’ll need to help get us through this rough patch!
(To read more about the EquiTrend poll, go to MediaPost.com’s June 8th Marketing Daily brief: “Poor Economy Heightens Brand Equity”.)
Fragrance Insights 