Fragrance is a multi-billion dollar business, yet only a small percentage of marketers will share in the windfall of industry profits.
Why? The perfume and fragrance manufacturers market is simply flooded with new products every year. Therefore, garnering the attention, loyalty and spending capital of consumers is highly competitive.
So how do you gain market share and win the hearts and money of consumers in this oversaturated market?
Experienced perfume manufacturers would say creativity, creativity, creativity. Creativity is the foundation and the inspiration for every great fragrance story.
However, the complexity and cost of fragrance design and the competitive nature of the market itself does not support an unplanned or indiscriminate environment. Rather, the process is a structured and strategic one, where inspiration and creativity are enhanced through insight and precision.
Seasoned perfume manufacturing companies know that the precision required in crafting a compelling and memorable sensory story dictates that the 5 w’s of the project (who, what, when, where and why) be examined.
Ultimately, manufacturers know that the devil is in the details. Here are some success tips from experienced perfume manufacturing companies on how to mindfully address the 5 w’s in your fragrance design.
Who is your target audience?
What are their dreams, hopes and desires? What captures their attention? Drives them? Inspires them? What experiences do they crave and what feelings resonate with them?
A significant factor in determining the success or failure of a fragrance can be traced back to how seriously you take the time to define and “get to know” those you’re trying to reach.
Do your research, listen to the consumer and establish an understanding of your target audience and know how your fragrance may tap into them. Satisfy their “wants” while being aware of their needs. Be fully conscious of what inspires them and how they affect and are affected by current market trends.
The degree of your success will be directly proportional to your capacity to comprehend and connect with your consumer.
Furthermore, the “who” of your creation sets the tone and direction for every aspect that follows within the design process.
What a Feeling
Successful fragrance design has the power to evoke emotion, stimulate feelings and create a multi-sensory experience.
Once you’ve established who you are trying to target, you will be in the position of knowing what type of fragrance experiences will engage your audience.
Focus on the feelings you hope to stir in your consumer and the experience you wish to create (romance, nostalgia, passion, escape, adventure). Then, determine what combination of notes and nuances will generate those feelings and experiences. The figurative “heart” of the fragrance is what most resonates with your consumer and will give your creation a memorable story and staying power.
When the Time is Right
Timing is everything in life and successful perfume manufacturing companies know that this mantra also rings true in fragrance design.
Successful fragrance creation takes its cue from the calendar and from the trends, composing fragrances in alignment with both the seasonal and emotional climate of the times.
Savor the season. Realize that each season brings with it its own mood, feeling and emotion. Be mindful that the attributes, mood and character of your fragrance should reflect that of the season in which it is launched. For example, spring is about rebirth and joy and is best communicated through light, floral notes. Conversely, fall is more about deep, rich colors and going inward, best mirrored in rich, seductive fragrances.
Assess the competitive landscape and analyze the market events to ensure there is a synergistic relationship between your creation and the current lifestyle and fragrance trends.
Where it’s at
Once you’ve determined your audienceand their emotions, mentally and aspirationally, you will be better qualified in determining where your creation should be positioned(prestige, mass, niche outlets).
Location, location, location is an essential piece in the fragrance design puzzle.
The Why’s and Wherefore’s
The sheer number of new products which enter the fragrance market every year is staggering, so it is critical to define the why’s and wherefore’s of your project. Why does your target audience need another fragrance and where does your fragrance fit in within the already saturated market? In essence, what makes your fragrance special?
In fragrance design, always focus on creating a point of difference.
W is for Win
Ultimately, perfume manufacturers are in the business of creating successful, iconic fragrances. In following their tips and concentrating on the 5 w’s of your design, you can experience the most important “W, the WIN!