Perfumes have evolved
into a mainstream business in the cosmetics and personal care industry. From
being non-essential, perfumes are now essentials, becoming part of pride,
self-reliance, and confidence.
Perfumes have
metamorphosed into a “feel good” factor, which complements the consumer’s need
for expressing individuality, and personal style. The wide ranges of choices
enable consumers to choose fragrances that complement respective personal and characteristic
traits.
There is a diversity of
notes:
• Fresh Notes constituted into greens (often
associated with the scents of the outdoors), aquatics (invoke the spirit of the
sea or the smell of rain) and citrus (the juices of lemons, oranges, bergamot,
grapefruit and mandarins)
• Floral & Oriental Notes has a wide range
of blooms, from a single rose petal to a medley of floral bouquets. The floral
fragrances include floral orientals, eventually leading into the Oriental group
with soft orientals with sweet and spicy notes.
• Woody Notes consists of aromatic wood notes
as sandalwood, cedarwood, oak.
Beyond those there are
numerous combinations of notes that blur the fragrance lines.
A particular product
scent must confirm the product performance and has a determining factor in the
overall satisfaction enjoyed by the consumer when using the product. Indeed the
quality of the products is more important than the price.
Thanks to the
specialists we actually think that if we smell nice, we look nice. It gives us
a particular feeling of confidence. It is in a way influenced by the trends of
haute fashion, designers, music, and movie superstars making the market more
attractive.
Today, women’s
fragrances continue to dominate the market, they are the ones that buy the most
these fragrances for any occasions as gifts for others and often as a gift for
themselves. A situation that might change with men’s fragrance segment that is
beginning to witness strong growth patterns with fragrances for each occasion.
In the other hand, fine perfumes are looking further at the teenage segment as
a potential market.
The packaging and the
brand of the perfume can affect the purchase; it helps to make a decision but
other factors are also into the decision process.
• There is the color differentiation than can
carry symbolic information; it is a good visual tool. For example, the green
and blue for ‘clean/fresh’ colors and honey and brown for ‘warm’ colors.
• The color is linked to the name of the
product. Indeed, visual and verbal elements play a dominant role in shaping and
encoding the product’s offering.
• Then the odor is focused on the pleasantness
of the odor, the arousing nature of the odor itself and its intensity or
strength. It is associated with emotionally significant events and past
experiences.
References:
- "L'image
publicitaire des parfums", Julien Mariette (1997)
- "Femmes
de parfum", M-Christine Grasse (1997)
-
http://www.companiesandmarkets.com
-
http://www.fragrantica.com/groups/
No comments:
Post a Comment