Étude du marché des parfums et des fragrances

The fragrance market is saturated with trendy novelties from many brands around the world. It is difficult to attract consumer attention because all niches are occupied by experienced and famous manufacturers. Launching a new brand requires significant effort and resources.

Accordingly, the most important resource for brand promotion is marketing information. It is the data provided by Fragrance / Perfume Market Research that will help develop a strategy to create a competitive brand.

The following topics are crucial to creating a new fragrance line:

• Fonctionnalités du public cible
• Situation concurrentielle
• Caractéristiques de l'image de marque
• Communication

Social-demographic and psychographic features of the target audience will allow fragrance / perfume market research companies to prepare a unique commercial proposal, based on potential consumer taste, preferences and values.

SIS International will be able to determine key communication stages and convey the brand concept to end consumers. The choice of the target group largely depends on age and gender peculiarities. For instance, most women prefer light flowery or spicy fragrances, whereas men like strong citrus, tobacco or woody accents. At the same time, there are unisex perfume lines — the target audience of such brands depends on temperamental attributes. This is why a consumer psychographic portrait will be required.

Positionnement efficace sur le marché 

In order to define these advantages, competitive situation analysis and analysis of competitors are necessary. These allow a company to define key factors that are vital for conceptual positioning. The competitive advantages of a fragrance line will make it possible to occupy a certain market niche.

For example, the original fragrance of Armani men’s perfume has enjoyed stable popularity throughout the world for many years thanks to a very distinctive fragrance. In a similar manner, women’s fragrances (such as Armani Code) are well perceived because of the competitive advantages provided by the Armani brand (halo effect).

Créer une image de marque

it is necessary to determine what features are vital for consumers and whether they are contained in the primary brand. Most consumers mention the importance of such characteristics as fragrance, fragrance duration, prestige, exclusiveness, popularity, and so on. All of these characteristics may be clearly defined through a comprehensive study of consumers’ attitude to the brand, perception of the brand within the competitive environment, brand attributes, and degree of confidence to brand image.

Stratégie de communication

L’élément crucial du parfum est l’odeur, impossible à présenter visuellement. C'est pourquoi le message communicatif doit contenir certains aspects clés capables de susciter des associations positives avec l'image de marque. Par exemple, des pommes sont affichées dans la publicité de la ligne DKNY Be Delicious / Red Delicious pour présenter un parfum à travers une image visuelle lumineuse. Dans la plupart des cas, les marques sont positionnées à travers diverses catégories abstraites, reliant le parfum aux valeurs pertinentes du public cible.

Thus, preparatory stages based on fragrance market research results will help the brand to occupy a steady share of the market, minimize competition-related risks, and ensure a stable consumer inflow. As soon as all of the necessary stages are covered, the emergence of a new powerful perfume brand may be observed in the market.

À terme, davantage d’études de marché sur les parfums seront nécessaires pour étudier l’efficacité communicative et économique d’une ligne de parfums. Il est conseillé d'estimer la perception globale de la marque, de déterminer le tableau associatif, d'étudier l'impact motivationnel de toutes les publicités, d'estimer l'attractivité de la marque, d'étudier la fidélité des consommateurs, d'analyser la dynamique des performances financières, la réputation et la perception de la marque avant et après la conception d'une stratégie. .

À propos de SIS Fragrance Research

SIS International Research is the leading provider in global market research and strategy. Founded over 40+ years ago, SIS has extensive experience in conducting Qualitative, Quantitative and Strategy Research. With a presence in over 120 countries and continually expanding, SIS manages state-of-the-art focus groups and in-depth interview facilities to provide comprehensive data for our clients. We maintain an extensive database filled with qualified recruits, all experts in their particular industry. 

Nous effectuons :

• Groupes de discussion et entretiens avec les consommateurs
• Tests de produits
• Tests de parfums et d'odeurs
• Recherche sensorielle
• Communautés en ligne
• Enquêtes
• Analyse compétitive
• Évaluations des opportunités de marché, du dimensionnement et de l’entrée