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Posts Tagged ‘product marketing’

The Nose Knows: The Color of “Coping”

Posted in Marketing Consulting, Product Trends, tagged , , , on May 15, 2009| Leave a Comment »

In its April 2009 issue, Home Accents Today featured color marketers’ forecasts for 2010, which all point to a year where color will be an instrumental vehicle that will help consumers cope with the challenges posed by the economic climate and its effects on our lifestyles and psyches.   Four broadly-categorized upcoming color trends have been identified:

A Neutral Palette – In times of great flux, few things are more reassuring than a serene, calming color palette.  In 2010, neutrals receive an updated interpretation beyond the expected creams, tans, khakis and earth tones.  Gray is heavily featured as a “new neutral”, and is interpreted with varying tonalities of olive green, silver, taupe, deep charcoal, brown, blue and pinkish beige with shimmer-like finishes.

The Color of Escapism– Global Destinations inspire luxurious and exotic colors that invite us to take a mental or physical break from the here and now as an alternative coping mechanism.    Some countries/cultures that are expected to contribute significantly to this trend are:  Russia, Dubai & Africa.  The colors represented will be luxurious and rich with sophisticated depth.   Metals, shimmer and translucency will dominate the color schemes represented by tones of gold, umber, plum, teal blue, royal purple and crimson reds.    Spicy hues inspired by exotic flavors such as masala & curry mix with nature-inspired colors of the wild African desert and savannah.

Blissfully Young & Radical–  A more vibrant collection of colors that – although radically contradictory to the other color trends – will coexist with them to provide  a visual distraction and enticement for consumers to buy, and get out of their “frugalista” funk!   Colors in this arena will be passionate, ingenious, manic, fun and portrayed in wild graphic designs and textures.  

Mother Earth’s Embrace – Not surprisingly, the rise in eco-friendly consumer behavior, increased consumption of organic and “whole” foods has also given rise to a new color palette that will dominate in the 2010 product season.  Organic colors will not be limited to earthy tones, but rather will be inspired by vibrant, fragrant and delicious-tasting treats found at the local farmer’s market.

So, get ready to enjoy a parade of product colors, textures and patterns aimed at lifting our spirits, and getting us back on the “shopping block”!

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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?

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The Nose Knows: Beauty from Within…a follow up

Posted in Beauty Products, Fragrance Marketing, Marketing Consulting, Product Trends, tagged , , , , , , , on April 23, 2009| Leave a Comment »

Confirming that the Beauty from Within category which I first alluded to on my April 8th post is in growth mode, earlier this month two new products were reported to be entering the US marketplace.

Cosmetic Design magazine reported (in its 4/9/09 issue) that a Japanese lychee extract under the  Oliginol trade name will be marketed by New York-based Maypro Industries for use in beverages, confectionery and dietary supplements.    The product will be marketed on its ability to improve skin health due to the higher-than average beneficial polyphenol concentration that is present as a result of the extraction process used for Oliginol, compared to other lychee extracts available in the market.  Oliginol’s polyphenol concentration is said to be “up to three times higher than other lychee forms”.

Meanwhile, Nutraceuticals World highlighted Utah-based Sibu Beauty’s product line in its April 2009 issue.   The line features the seabuckthorn berry – a highly nutrient and energizing ingredient –  in its four-part beauty regimen that claims to improve the health of skin, hair and nails.  The line consists of  Revitalize & Renew liquid dietary supplement, Repair & Protect facial cream, Cleanse & Detox facial soap and Cellular Support soft gel supplements that are rich in antioxidants and omega 7 complex.

So, what implications does the emergence of this new category pose for those responsible for creative fragrance development and product marketing?    For starters, increasingly innovative ingredients with measurable health & beauty benefits will need to be sourced, as consumers will come to expect a greater variety beyond the more recognizable super-fruit ingredients which they have become increasingly familiar with. 

Furthermore, perfumers will be challenged to interpret those ingredients into scents that accurately support the “health & beauty” positioning of the finished products, while also being esthetically pleasing and representative of current fragrance trends.   Meanwhile, marketers are tasked with creating a compelling ingredient story that  not only supports the product positioning, but that will furthermore entice consumers to give the product a try!

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