Luxury Perfume Market Research

The fragrance industry worldwide rolls to the beat of its own drum in terms of marketing and consumer purchases.

Trendy fragrances are a key lifestyle demand for entire generations. Once at a perfume shop, consumers seek to satisfy their esthetic needs, without obtaining any material benefits that other goods may deliver. Choosing perfumes is associated with positive, esthetic experience, and those fragrances that cater to these needs become succeed. It is the World’s largest Luxury perfume brands largely determine development trends for the general perfume market.

The key problem with advertising perfume is that it is impossible to guide consumers to experience much less smell a fragrance through traditional communication channels, though it is the actual scent that consumer preferences are largely based on. Another problem with promoting a perfume brand is that the price is proportional to the fame of the brand (regardless of scent), so a person actually pays for something intangible – aromatized air. This problem is vital in the Luxury Goods sector, where the competitive struggle decides the importance of branded fragrances in the high price category and the significance of preferences.
Perfume advertising is generally based on images related with bringing pleasure to people. So, what elements does this image comprise and how can a company make the most effective use of it?

First, the way consumers estimate the value of perfume is individual, intuitional and subconscious.

This is why all attributes are important for promotion of a Luxury brand: from packaging design to mentality of the target audience. Unlike Casual brands, which rely upon principles of mass consumption, advertising of Luxury perfumes is based on a definite visual image, delivering a certain idea, which allows the target audience to identify themselves. This image, however, does not convey a fragrance, in other words, it does not deliver any information on the product (what it is composed of or how it works). Thus, the key function of this visual image is to make potential customers interested to know what is the scent and product experience offered in the advertised perfume.

Now that the Luxury sector is oversaturated with trendy brands, advertising images have transformed.

Present-day images display people in various situations, conditions and life experiences of the target audience, while previous advertising strategies were oriented at certain values (prestige, love, passion, wealth, etc.). For instance, Hugo Boss Intense perfume does not promise to make a woman strong, but implies that a woman is strong a priori, this is why she will choose such strong fragrance. Taste, lifestyle and preferences of such women should be studied to create this type of fragrance. In order to create a harmonious image, which would truly reflect values and lifestyle of the target audience, it is important to conduct qualitative research and investigate basic values, preferences and insights as well as study psychographic portrait of a potential consumer.

In this approach, famous people are often drawn to intensify the image presume produces.

They become the face of the brand and through their own lifestyle represent the experience and values transferred into the advertising image of perfume and common for a certain target audience. At this point, for instance, it is necessary to determine the degree of popularity of this or that celebrity among the target audience, that is to compile a rating (the lower the rating, the more people will be unwilling to make a purchase). The problem with choosing a face for a Luxury brand is that interpretation of images may differ. This is why advertising should be carried out by certain characters, who are well-known and respected by most potential consumers. These people should personify a definite set of values. For instance, Nicole Kidman, the current face of Chanel N5, personifies the elegance of the Hollywood style of the 1950s, so that her image conveys traditional American values.

In order to intensify a perfume brand image, it is important to use various color solutions.

This is because color would affect the emotional background and ensure that consumers remember the image. The color palette used to promote perfume should match the color of perfume, bottle and packaging, so as to improve recognition by the target audience. For instance, a brown color palette is used to promote Calvin Klein Euphoria perfume. A pink palette to advertise Lacoste Touch of Pink, whereas advertising for Lacoste Hot Play men’s perfume is based on an orange color palette. Only one color shade should dominate in perfume advertising, so as not to distract consumers’ attention.

Development of a harmonious image for Luxury perfume requires that the name, bottle, color solutions and fragrance itself be connected conceptually, e.g. Nina Ricci Nina or DKNY Be Delicious/Red Delicious.

As soon as conceptual ideas emerge of how to deliver a brand image through advertising, it is recommended to test all advertising materials in terms of perception, understanding of the image and motivation to try a new fragrance.

Ultimately, the creation of a complete image for Luxury perfume implies participation of a number of professionals: from producers and research companies to creative and advertising agencies. Efforts provided by all links of this chain will result in a strong brand able to compete in the world Luxury perfume market.

Contributing Company:

MAR Consult Research Agency. Moscow, Russia.
Contact: Dmitry Shimanov. [email protected] +7 (495) 660-82-20.

Disclaimer: Views & opinions are solely those of the contributors and do not necessarily reflect SIS International Inc.’s opinions, views and methodologies. Under no circumstances will SIS, it affiliates, successors or assigns be liable for any loss or damage caused by anyone’s reliance on information contained in this web site.