Fragrance design is a highly creative, complex process with the unique distinction of crafting more than just a fragrance. Rather, gifted fragrance designers are perfumery tour guides creating sensory passports to worlds of adventure where the only carry-on required is a vivid imagination.
However, in their blending of notes with nuances, the most seasoned of “tour guides” is always cognizant of one undeniable truth: before designing any journey, sensory or experiential, the designer MUST know where the passengers want to go.
Knowing one’s consumer and putting their needs and desires first is the key to any successful creative venture, especially perfumery.
So how do you define your target audience? Who are they? What sensory experiences resonate with them? Where are they emotionally? Where do they want to go, and even more importantly, where will they want to go in the future? These critical answers can only be gleaned through extensive research and astute analysis. This requires top-notch resources and a team of talented marketing professionals, well-versed in consumer insights, trend forecasting and strategic planning.
The best perfumery advice that youcan follow is to partner with a fragrance designer who utilizes the methods and resources, both in materials and marketing manpower, to connect you with your target audience.
Resources Roadmap: Materials, Methods & Marketing
Savvy and discerning, fragrance designers cull vital consumer information from a variety of resources, giving you a complete roadmap to reach your target audience.
The knowledgeable team taps into a host of detailed consumer reports, which track consumer spending and perfumery preferences, monitor new product launches around the world and identify emerging market trends. The creative marketing group provides additional direction through comprehensive market overviews, emotive profiles, sensory studies and in-depth trend analysis.
The team complements all the analysis, facts and figures derived from these resources with their own insights. These critical insights are amassed through years of experience, as well as their own research methods including consumer interviews and product testing, olfactive mapping of your brand’s product line and “trend treks” – an organized, multi-sensory tour where fragrance inspiration is captured.
Trend treks, in particular, are a progressive method which offers live insight into existing and emerging consumer and perfumery trends.
Tasting, smelling, touching and observing are part of the journey to unique fragrance development.
Soaring to New Heights
Ultimately, getting to know your target audience is an ongoing, intricate and essential process. Knowledge is power and knowing where your audience wants to go is the ticket to a powerful and successful sensory journey.
Best advice: Partner with a fragrance designer who has the resources and analytical prowess to know your audience as well as, if not better, than you do. Such a partnership will catapult your brand to new heights and send you and your consumer on the trip of a lifetime.