Although perhaps taken for granted by the average person, connoisseurs in the fragrance industry never overlook the importance of a product’s fragrance to its overall commercial success.
The team of perfumers, scent evaluators and marketers behind the fragrance development process for personal care, fine fragrances, fabric care and air care products understand that scent needs to be fully integrated into a product’s positioning, functionality and image.
Fragrance’s driving purpose is to effectively communicate the whole product concept: its positioning, its target market, the featured product attributes and/or benefits.
The scent for a premium priced body cream claiming emollient and anti-aging properties will be much different than that of an anti-oxidant body lotion containing botanical ingredients. The former product calls for a luxurious floral scent with oriental, woody or creamy touches for added depth, warmth and softness, hence delivering the richly “nourishing & caring” aspects of the product.
In contrast, the lighter body lotion product with a “well-being” positioning calls for a scent that communicates its own distinctive message. The fragrance story should be built around a fresher & lighter “green” aspect that communicates the botanical positioning, with exotic fruity accents (anti-oxidant benefits) and sheer woods in the background to add texture and help deliver a “natural“ feeling.
Similarly, fragrance selections for a men’s shampoo will be vastly different than those used in a kid’s shampoo; prestige differs from mass, etc. Get the picture?
So you see, a product’s scent isn’t just a pretty accessory that is added as an afterthought once a product’s basic chemical formulation has been developed. Quite opposite… Fragrance designers recognize the integral role that scent plays in establishing a product on the path towards commercial success as a key driver of sales. Hence the importance of aligning yourself with a fragrance marketing professional that knows how to let your fragrance tell its story…
Fragrance Insights 