The Fragrance Market.

At university at the moment we have been given several tasks to develop a brand and a big idea that is a fragrance. In our lecture a few days ago we learnt about the fragrance market. I found this lecture very interesting as it looked in depth at the points that need to be included when entering your brand into the fragrance market so I thought I would share some of these points with you. I found out that to be successful within the fragrance market your fragrance will need to include a story, insight, opportunity, research and strategy. The types of research we have to do to create a successful brand is academic such as secondary and primary, theoretical and market research. The lecturers also got us all thinking about how much we thing a £100 bottle of fragrance would cost to make and the answer was around £1-10 which left us all speechless due to the fact we were spending so much on this fragrance.
Every fragrance brand is trying to tell us a story whether it is about love, power, loss, fame, desire ect. For example, the Miss Dior perfume advert has always been about seduction and love by having the well known model Natalie Portman, stare sexually into the camera while wearing little clothing and posing seductively.

Opportunities that the brand has to promote and sell their perfume is the packaging, delivery system, consumer, personalisation, ingredients, retail experience, price and innovation at every stage. Throughout this year learning fashion communication and promotion we have always been told that the most important thing is to know your consumer. Without knowing your consumer, you will now know what colour theme to have, what the product should include, the price of the product ect.

A blog post will be up soon about the first task of this project which is to do a presentation of three insights.

Shelby xxx