Professor (talking about prestige fragrances): "They just
slap a label on a bottle and want to charge you a hundred dollars for it!"
Me (thinking): "What?!" (and about to say:)
"That's not true."
But Professor quickly wraps up what was really a joke, and I
mentally back off: "Ah, ok then."
Former NPD Group intern - at ease!
Not.Just.A.Label.
Fragrances are such aspirational products, catering to a sensory medium less invoked than sight or hearing but very hard to ignore.
Fragrances can easily "invade" our space and add true magnetism to human interactions when they strike the right chord. But striking the right chord takes quite a bit of work: notes, sillage, packaging. And of course: the right sales pitch (often literally) to the consumer.
Fragrances are such aspirational products, catering to a sensory medium less invoked than sight or hearing but very hard to ignore.
Fragrances can easily "invade" our space and add true magnetism to human interactions when they strike the right chord. But striking the right chord takes quite a bit of work: notes, sillage, packaging. And of course: the right sales pitch (often literally) to the consumer.
Prestige fragrances undergo a much more unforgiving scrutiny
than many other products on the shelf, and to withstand it successfully, they
require considerable investments in time, money and dedicated people.
Fragrance brands can hardly brag about innovative technology,
cleaning power, healthier nutrition, improved safety, or other easily relatable
merits.
It takes sophisticated creativity and resourcefulness to engage
the consumer at a more subjective level and convey successfully how 3.4 ounces
of caramel-colored, 200-dollar liquid can do for them what no other product
can.
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