Fragrance creation is an artistic, technical, innovative, imaginative and complex process with the unique distinction of creating more than just a fragrance. When done the right way, a complete sensory experience is achieved which solidifies that fragrance’s place in the consumer’s personal history, as well as its position in the marketplace.
The key to doing fragrance creation the right way and to accomplish this multi-sensory experience is to fully engage and incorporate inspiration from all the senses.
Sight: Have a Vision
Successful fragrance creation originates in the mind’s eye. Imagination and inspiration transform into artistry and vision, formulating the concept and direction of the fragrance story.
Take the time to develop a clear vision of what you want your scent to convey. Craft the fragrance dialogue. Set the scene. Know your characters and how they fit into the brand story. Your vision needs to be communicated in every aspect of the creation in a manner that is both consistent and compelling.
Sound: Listen to the Consumer
Successful fragrance creation requires a strong connection and comprehension of one’s target market and consumer.
Do your research, listen to the consumer and establish an understanding of your target audience. Embrace their dreams, hopes and desires. Understand how your fragrance may tap into them. Satisfy their “wants” while being aware of their needs. Be fully conscious of the market trends and where your fragrance fits into the big picture.
Smell: Make it Noteworthy
Successful fragrance creation is ultimately defined by the quality of the fragrance itself.
Partner with an experienced fragrance supplier that has expertise in your product category. Make sure they have the right creative team in place because ultimately it is their ability to design beautiful high performing fragrances that is the formula for success.
Touch: Focus on Feeling
Successful fragrance creation has the power to evoke emotion, stimulate feelings and form lasting memories.
Focus on what feelings you hope to stir in your target consumer (romance, nostalgia, passion, escape, adventure) and then determine what combination of notes and nuances will generate those feelings. The figurative “heart” of the fragrance is what most resonates with your target demografphic and will give wings to your creation.
Taste: Add Flavor
Successful fragrance creation adds a little spark and spice from a variety of palates.
Look to trends in other sensory fields, like the food industry, for exciting new ways to add a little “zest” to your creation. The latest fruits, spices and other succulent sensations found in savory dishes can be just the accords needed to transform an average composition into a fragrance star.
Sixth Sense: Go with your Gut
Successful fragrance creation isn’t just about ingredients, it’s about instinct.
Take chances. Experiment with new notes. Explore new combinations. Delve deeper into what attracts consumers. Discover future trends. Trust your intuition and it may result in an aromatic experience that not only meets your expectations, but surpasses them.
Time: Reason for the Season
Successful fragrance creation takes its cue from the calendar, composing fragrances in alignment with the seasons.
Savor the season. Realize that each season brings its own traditions, feelings and emotions. Be mindful that the attributes, mood and character of your fragrance should reflect that of the season it represents. For example, spring is about rebirth and joy which is best communicated through light, floral notes. Conversely, fall is more about deep, rich colors and going inward, best expressed in saturated and seductive fragrances.
Business: Profit from Partnership
Successful fragrance creation can only be achieved through a positive partnership.
Collaborate with an experienced fragrance manufacturer who has sensory savvy, artistic aptitude, creative capability and innovative ideas. Choose one whose talented team demonstrates a full commitment and understanding of your brand and your vision, and whose expertise and passion for the project will give them the insight needed to bring your fragrance story to life.