Choosing a New Fragrance Manufacturer: The Dangers of Inadequate Research & Planning

Fragrance marketers spend a sizable amount of time, money and manpower bringing their products to market, so it is in their best interest to use their resources wisely and efficiently. Therefore, it is imperative that they entrust the creation of their product to the right fragrance manufacturer.

The Wrong Choice: A Costly Venture

The choice of the wrong fragrance manufacturer, which is often times the result of insufficient research and planning, can lead to a series of problems. The finished fragrance may not meet the marketer’s specifications or may be inconsistent with the brand identity. The scent itself could be of poor quality and lack consumer appeal. Additionally, a myriad of production problems could arise, resulting in stability issues and missed deadlines. Ultimately, a marketer’s partnership with the wrong fragrance manufacturer can prove not only frustrating, but quite costly.

Averting Disaster: Ask the Right Questions

The best way for a fragrance marketer to avert these issues is to ask the right questions.

• Does the fragrance manufacturer fully comprehend the marketer’s vision and have a complete understanding of the brand and its consumer?
• Does the manufacturer have the capabilities, both creatively and technically, to translate this vision into a finished product?
• Does the manufacturer share the marketer’s commitment and passion for the project?

Comprehension and Understanding

The right fragrance manufacturer will have a comprehensive understanding of the marketer’s brand, the market itself and, most importantly, the brand’s positioning within that market. This level of understanding can only come from a manufacturer who employs a team of marketing and evaluation professionals well-versed in the research and analysis of the fragrance marketplace.

The marketer will want to work with a fragrance manufacturer who can offer them a comprehensive synopsis of the competitive landscape. This would consist of market overviews including lifestyle and fragrance trends, as well as olfactive profiles of competitors’ brands and all major new product launches. Marketers would also find it beneficial to work with a fragrance manufacturer who can give them a customized olfactive analysis of their own brand so that they may find a new opportunity for growth.

Furthermore, and most importantly, it is essential for a marketer to work with a manufacturer who actively listens and promotes an open dialogue. A cohesive and positive flow of communication between the two parties is critical in creating that comprehensive understanding needed to make the marketer’s product successful.

Capabilities and Expertise

The right fragrance manufacturer will have the expert capabilities to bring the marketer’s vision to life. They employ a group of highly-trained, imaginative perfumers, evaluators and chemists who have the innate ability to marry their creative spark with science.

These perfumers and evaluators have access to an extensive fragrance repertoire and raw material palette from which to draw inspiration.

These professionals are skilled in the art of formulating scents that are not only beautiful and brand-specific, but are also chemically sound and meeting all regulatory requirements. Such expertise is invaluable in expediting the production process without compromising the quality of the product.

Passion and Commitment

The fragrance manufacturer’s passion and commitment to the project needs to mirror that of the marketer. Their team should promote a partnership philosophy and share a love of fragrance, along with a customer-centric focus and an unyielding dedication to excellence. A passionate commitment such as this is essential for creating iconic, exciting fragrances that speak to consumers and stand the test of time.

The Right Choice: The Key to Success

One of the most pivotal decisions a marketer will need to make when beginning a new project is the choice of a fragrance manufacturer. This choice will directly impact every aspect of the project, the quality of the product and ultimately the product’s success or failure in the marketplace. Choosing the wrong fragrance manufacturer will only prove problematic and costly.

The key to choosing the right fragrance manufacturing partner is for the marketer to take the time to plan accordingly and ask the right questions. If the answers demonstrate that the fragrance manufacturer has full comprehension and understanding of the marketer’s brand, project and marketplace, as well as the expertise and capabilities to fulfill the needs of the project, paired with a passion and commitment to bring the product and brand to life, then a winning choice is made.