Feeds:
Posts
Comments

Archive for the ‘Fragrance Marketing’ Category

A Match Made in Heaven…

Posted in Fragrance Marketing, Scented Products, Uncategorized, tagged , , , , , , , on February 16, 2010| Leave a Comment »

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???

Read Full Post »

Scent: It’s Music to My….Nose?

Posted in Fragrance Marketing, Scented Products, tagged , , , , , , on December 29, 2009| Leave a Comment »

It’s no coincidence that much of the vocabulary that is used to describe olfactive qualities stems from the musical world.

We describe fruity fragrances as having “notes” of apple, berries or melon; while a “medley” of bergamot, Meyer lemon and Valencia oranges that work in “unison” might be called a citrus “accord”.  Fragrances are described as scented “compositions” made up of ingredients that work in “harmony”.

During the creative and development process, “dissonant” notes or accords are refined until an ideal balance is achieved.   Perfumers aim to avoid creating fragrances that are either too “flat” or too “sharp”, striving instead for “interpretations” that are vibrant, that have “movement”, with a scent “signature”, and that make a long-lasting impression.

Only when all elements of a fragrance are deemed to be in perfect balance of “tempo” and “tone”, does it make its way into the market for everyone’s enjoyment!

Read Full Post »

Fragrance delivers a “scents” of place…

Posted in Fragrance Marketing, Fragrance Trends, Product Trends, tagged , , , , , on November 17, 2009| 2 Comments »

Just returned from a weekend jaunt to “The Sweetest Place on Earth”, a/k/a Hershey Park.  But was my favorite part of the visit the sanity-defying rides?  The cardiac-arrest inducing roller-coasters?  The wallet-emptying shopping?  Or was it the brief tour of the mock chocolate factory in Hershey’s Chocolate World?  Bingo!

So, what was it about a 5-minute Disneyesque ride through a simulated chocolate factory that I found so appealing?  For starters, within seconds of entering the darkened ride, cacao’s appealing scent gently tickled my nose and I instantly found myself on the alert!  By minute two, I was immersed in full-blown chocolate-scented heaven.  By the end of the ride, I couldn’t wait to hit the shop and stock up on an assortment of every product that had been featured in the ride!

Afterwards, I couldn’t help but wonder if my nearly primitive reaction had been exacerbated by the scent of chocolate which further enhanced the stimulating visual experience of the “brown gold” pouring all around me.   Had the scent not been a prominent part of the ride, would my reaction have been the same?  I don’t think so.  As interesting as the chocolate manufacturing process is, it was the scent’s “promise” of what I would soon be tasting that prompted my guttural response.  Oh, and the singing cows were kind of cute too!

Read Full Post »

To Scent or Not to Scent?…That is the question!

Posted in Fabric Care, Fragrance Marketing, Fragrance Trends, Hair Care, Scented Products, tagged , , , , , , , , , , , , , , , , , , , on September 27, 2009| 1 Comment »

On a recent morning with my workout group, one of the ladies asked for a recommendation of a laundry detergent that would effectively remove “sweaty odor” from her workout clothes.  Naturally, I chimed in with my recommendation, as did several others with their personal favorites.

Not surprisingly, someone emphatically declared her preference for fragrance-free laundry detergent.  This immediately prompted a debate of sorts regarding the majority’s preference and desire for fresh and clean-smelling clothes, vs. clothes which we know are clean (because they’ve been through the laundering process), but that do not have the “trademark clean smell” that only a scented fabric care product can deliver.

“Ms. Anti-Scent” posed this question to the rest of us:  “Why should my clothes have a scent, when my deodorant, shampoo and body lotion already do? ”

Well, when you put it that way…   Clearly, there will always be indisputable fans of fragrance – such as myself – as well as critics of its overuse.  However, my workout buddy does bring up a good point regarding her concern about wearing too many incompatible scents on her self, which may prove counterproductive; i.e. clashing instead of smashing!

However, with a little fragrance know-how, a quick-fix (of sorts) can be found to that situation.  You see, many personal care and fabric care scents are increasingly inspired by the fine fragrances sold at the department store counters — what in the fragrance industry is known as “trickle-down scents”.

So, if you’re partial to fruity scents, then select a shampoo (Herbal Essences) and/or laundry detergent (Gain) in that scent arena.  If you’re more of an oriental (warm vanilla spicy woody) fragrance lover, then reach for the bottle of Organix shampoo’s Shea Butter variant, and soften your clothes with Downy Simple Pleasures in Lavender Vanilla scent (my personal favorite!).  In this way, all this fragrance “layering” will be complementary, and will add to your signature style!

Read Full Post »

When the going gets tough…the tough seek comfort!

Posted in consumer trends, Fragrance Marketing, Fragrance Trends, Marketing Trends, Product Trends, Scented Products, tagged , , on June 22, 2009| Leave a Comment »

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”.)

Read Full Post »

New Scentsations!

Posted in Fragrance Marketing, Fragrance Trends, Scented Products, tagged on June 18, 2009| Leave a Comment »

Aside from traditional fragrance uses we are all familiar with…cologne for the body and scented personal care & household items, fragrance is finding new avenues for use which will not only help give the category a much-needed boost during the current sales slowdown, but which will also help integrate scent even deeper into our lives.

Food companies have been experimenting with incorporating scent to packaging in order to further enhance the gustatory experience of the food product.   Hospitals, and office buildings have also experimented with scents that promote relaxation, healing, focus or productivity.  

But more recently, restaurants and hospitality chains have also begun integrating scent as a means of ommunicating their “signature” brand message.  It is hoped that when a customer enters  establishment “XYZ”, the distinctive scent of that locale will become a permanent part of their favorable recollection of their experience at “XYZ”.

Much has been written about the intimate relationship and synergy that exists between scent and memory, and it is only natural that this relationship be explored beyond our personal use of fragrance, and broadened to include other experiential aspects of our lives.  Any thoughts?…

Read Full Post »

The Nose Knows: Scent-Infused Foods

Posted in Fragrance Marketing, Fragrance Trends, Marketing Trends, Product Trends, Scented Products, tagged , , , , , on June 7, 2009| Leave a Comment »

Wake your taste buds with scent: videoIt is a scientific fact that 90 percent of what we perceive as taste actually stems from our sense of smell.  Scent molecules processed through our nose trick our brains into thinking that we are tasting certain flavors.  Based on this scientific knowledge, the latest developments in the flavor industry include scent infusions applied to food packaging that will enhance product flavor while replacing costly and undesireable additives such as corn syrup or heavy cream.

Today, you can find sippy cups infused with a chocolate smell that will give your child the impression they are drinking flavored milk, water bottles filled with plain water but infused with scents that impart the perception of flavor, and low-sugar cereal boxes infused with a sweet smell to compensate for the reduced sugar content.

Whether consumers will “fall” for this trickery is yet to be seen, but what must be acknowledged is the innovative use of scent in an entirely new application.  Given the slowing growth of scented products in many categories, points must be given to innovators who are finding new uses for scent, beyond the cosmetics, toiletries and household arenas.  Regardless of the outcome, exploring new uses for scent keeps the industry moving forward, and stimulates creativity, innovation and ultimately the bottom line!

Read Full Post »

The Nose Knows: Boomers = “booming” sales

Posted in advertising trends, Fragrance Marketing, Fragrance Trends, Marketing Consulting, Marketing Trends, Product Trends, tagged , , , , , on May 18, 2009| Leave a Comment »

Although the 18-39 demographic has always been the most pursued by marketers, baby boomers – those born between 1946 and 1964  – are a consumer group 78 million strong to whom advertisers are now paying more attention.Jane Fonda for L'Oreal

The older boomers are now approaching 63 years; an age at which many have fully paid off their mortgages, are now enjoying grand parenthood, and are more willing & able to spend money on their grandchildren and themselves.  This makes them doubly attractive to marketers because they are making purchases for more than one demographic group; i.e., they are just as likely to buy baby & children’s products as they are to buy travel services, or anti-aging skin care products. 

 

Companies such as Target, P&G, Kraft & L’Oreal are taking notice and increasingly targeting this age group:

Target's Aged in Advertising

 Boomers Life

Fifty today is very different than it was in the past.   Boomers today are vibrant, active and “plugged in”, comfortably embracing the digital information age; exactly what you want in a “dream consumer”!

Although in the past there was much debate about whether a “one size fits all” marketing approach effectively targeted consumers of all ages and lifestages, it has become more apparent that marketers are realizing the importance of customizing their messages to make a product truly relevant to a particular consumer group. 

Bearing this in mind, if the fragrance world were to follow in the footsteps of other product categories – say anti-aging skin care – some relevant messages (and fragrance positioning statements) that would appeal to the maturing consumer would be:  pampering, nourishing, luxurious, glowing, smoothing, firming, caring; attributes that can be creatively interpreted in fragrance notes that convey those characteristics.   Soft florals, light woods and creaminess effectively convey pampering & nourishing qualities, while fruity and botanical notes help connote a glowing and wellness aspect.  Tweaking of the notes can further enhance either the luxurious or caring aspects of a scent, depending on which fragrance ingredients are highlighted.

As I’ve stated before, fragrance is a breathing, living and continuously evolving art in which anything is possible.  All it takes is a little bit of imagination, creativity…and masterful perfumery!

Read Full Post »

The Nose Knows: Products for Babies & Toddlers Going Strong

Posted in Fragrance Marketing, Fragrance Trends, Marketing Consulting, Product Trends, tagged , , , on May 17, 2009| Leave a Comment »

While parents might think twice about unnecessary spending on themselves, they don’t hesitate on paying a premium price on quality products for their children.

Baby Care

Recent reports by NPD Beauty Trends and IRI data indicate that although the mass market has remained stable during this economic downturn, the prestige market for fragrances and cosmetics has suffered.  The baby & toddler personal care products market is proving to be a rare exception to this trend, fueled by the movement toward organic and natural products for their perceived superiority over traditional mass market products.

As reported by CosmeticsDesign.com, Datamonitor’s Matthey Taylor states that “in recent years the association of personal care with well-being has increased and is further amplified in the baby and toddler sector.”    Parental concerns over protecting their young childrens’ health and over providing the very best start for them, trigger their willingness to purchase these premium specialty products. 

Another evident shift in that market is the move away from products positioned as “disposable”,  and a move toward earth-friendly claims such as biodegradability.    Although this trend is not unique to the baby & toddler personal care market, it is in that demographic sector that marketers are seeing the most evidence of sales remaining strong thanks to parents who are unwilling to sacrifice the quality of products purchased for their children.

Toddler Shampoo Time

In line with the trends that are driving growth in this market, look for fragrance trends for baby & toddler personal care products to evolve as well.  Traditionally, scents for this target market revolved around baby powder-like notes, creaminess, herbals (particularly chamomile & lavender), and fruity berry notes.   However, wellness and eco-friendly messages are dominating the market, and helping to inspire many more fragrance directions in new product development.  Expect to see more botanical fragrance notes used in products for the younger set; green and more natural-smelling interpretations, fruitiness inspired by super fruits and wellness ingredients, creaminess from soy & oatmeal, plus soft sheer woodiness for the comfort aspect.

Read Full Post »

The Nose Knows: What drives YOUR purchase?

Posted in Fragrance Marketing, Marketing Consulting, Product Trends, Scented Products, tagged , , , on May 11, 2009| Leave a Comment »

While hosting a handful of family members at a Mother’s Day barbecue, the subject of this “fragrance marketing” blog came up, and gave rise to an unexpected debate: What exactly drives the purchase of fragrance products, namely fine fragrance, personal care or household products?

My years of experience in the fragrance industry have conditioned me to always expect – if not assume – that product scent will be the key defining attribute that will drive the purchase…but yesterday’s conversation shed new light on other attributes that are given as much consideration and that also weigh heavily on the purchase decision: mainly price and packaging.

My sister heartily agreed that product scent is what drives her purchase of one product over another competing one, regardless of price. My brother-in-law argued that price and perception of value is what determines which product he buys, while yet another relative stated that the aesthetic appeal of the product packaging is what prompts him to buy a particular product.  

Prior to my entree into the “world of fragrance”, my classical marketing background had taught me the importance of the “4 P’s”: product, pricing, packaging, promotion.  How have I allowed myself to become so seduced by the fragrance appeal of a product that I have discounted the importance and relevance of the other facets of a product’s identity?

The wide-ranging considerations given to the purchase decision by this group of consumers who share similar socio-economic profiles was very revealing to me.   

Are the days of grouping consumers (with shared demographics) into narrowly-defined classifications over?   Have the current economic conditions created a new “template” that will change the dynamics of product purchase and consumption?  And most importantly, how is new product development being modified so  that it acknowledges and satisfies this shift in consumer trends?

Read Full Post »

Older Posts »