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?
Fragrance Insights 