As a fragrance marketer, you spend a sizable amount of time, money and manpower bringing your product to market, so it is in your best interest to use your resources wisely and efficiently.
Furthermore, the process of formulating a quality fragrance with a unique scent and consumer appeal is very complex. Because of this, it is imperative that you entrust the design of your product to the right creative fragrance manufacturers.
This pivotal choice will directly impact every aspect of your project, the quality of the product itself and ultimately, the product’s success or failure in the marketplace.
The secret to making the best choice is to ask the right questions. The information gleaned from your initial inquiry should give a comprehensive understanding of that manufacturer by addressing key aspects of that company, enabling you to discover the following:
Who are they?
What do they do?
What sets them apart from their competitors?
Who are they?
Who a company is speaks to their voice, their vision and their reputation.
Choose fragrance manufacturers with an iconic voice, clear vision and stellar reputation based on an established history of professionalism and excellence in the scents they create, as well as the process in which they produce them. Keep in mind that history often dictates future success.
Question the following:
What are the company’s vision, mission, and collaborative style?
What is the company’s artistic history? What fragrances have they created?
Does the company have a proven record of creating scents that meet their client’s specifications?
Are they known for sourcing the highest quality ingredients?
Do they have an efficient production process and on-time shipment rate?
What is their average turnaround time?
What do they do?
What a company does speaks to their experience, talent and resources.
A beautifully designed scent adds immeasurable value to your brand. This design is a unique process that can only be trusted to a creative partner who has the resources, artistically and technically, to create a fragrance that is perfect for your product and your target consumer.
Examine the following:
Do they have a thorough grasp on your brand, your position in the marketplace and your consumer?
Do they employ an experienced, creatively versatile perfumery and evaluation team and does this team have knowledge of, and access to, an extensive fragrance library?
Does the marketing team offer insight into consumer and lifestyle trends?
Do they provide their clients with olfactive analysis, market research and trends reports?
Do the marketing, perfumery and evaluation departments work together to translate trends into winning scents?
Do they have the technological capabilities to create the finished product and troubleshoot any problems that may arise?
What sets them apart?
Who a company is and what they do are crucial pieces in the overall decision making puzzle. However, what you ultimately want to determine with your initial investigation is what sets the manufacturer apart from their competitors.
As a fragrance marketer, you are acutely aware that the competition for market share is formidable and only bound to intensify. Therefore, it is critical that your creations provide a point of difference from the product offerings of your competitors. Similarly, the fragrance marketer with whom you work needs to offer a point of difference from its competitors as well.
What sets a company apart speaks to their originality, synergy and relationships.
Explore the following:
What is the company’s creative style? Do they foster a liberal exchange of ideas?
Do they place value on their relationships with their clients, encouraging an open dialogue from the beginning and cultivating a cooperative and cohesive climate to work together?
Do they believe in building lasting partnerships with their clients?
Do they have a passion for and commitment to the fragrance design process?
It’s All in the Asking
Fragrance design is an intricate process that thrives when you partner with the right fragrance manufacturers. You will need to explore your options carefully, asking each potential partner the questions vital to determining who they are, what they do and what sets them apart from the competition.