Understanding the Marketing Exceptionality of Prestige Perfumes

Book description

Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this?

This text is a first in the field to recognize that fine fragrance cannot be treated as any other product.

With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’.

This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.

Table of contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. List of figures
  6. List of tables
  7. For the professionals
  8. Foreword
  9. Preface
  10. Introducing the authors
  11. 1 Moving from a luxury market to a ‘mass-luxury’ market
    1. Quantitative evolution from 1985 to 2015
    2. Moving from an ‘epic era’ to a ‘management era’
  12. 2 The principle of affinity and DNA of a brand
    1. The same perfume concept does not work for everyone
  13. 3 Motivations for buying a prestige perfume
    1. In-depth results
    2. Knowing brands by knowing affinities
  14. 4 Introducing the notion of DNA for a perfume brand
    1. A second and more operational definition of the DNA of a brand
    2. Illustrating the DNA concept
      1. Brand Chanel
      2. Brand Dior
      3. Brand Thierry Mugler
      4. Brand Estée Lauder
      5. Brand Calvin Klein
  15. 5 Discovering and pinpointing the brand DNA of five great perfume brands
    1. Unveiling the DNA of a brand on specific criteria using ‘Mind Genomics’
      1. What makes up a perfume mix?
      2. Introduction to the ‘method’
    2. The DNA of five great perfume brands
      1. The DNA of brand Chanel in France and the US
      2. The DNA of brand Dior in France
      3. The DNA of perfume brand Thierry Mugler (in France)
      4. The DNA of perfume brand Estée Lauder (US)
      5. The DNA of brand Calvin Klein for American women
  16. 6 Valuing perfume lines according to specific criteria of brand DNA
    1. Principle
    2. Value of perfume lines according to criteria specific to their brand DNA
      1. The standards
      2. Value of the perfume lines of brand Chanel in France and in the US
      3. Value of the perfume lines of the brand Dior (in France)
      4. Values of the perfumes lines of brand Thierry Mugler (in France)
      5. Values of the perfumes lines of brand Estée Lauder (in the US)
      6. Value of the four perfume lines of brand Calvin Klein (in the US)
  17. 7 A case study to explicate the method
    1. The perfumes and brands under study
    2. Identifying the segment of women who are affinity
    3. Unveiling the specific requirements for a perfume of brand Jil Sander
      1. Precious versus harmful criteria for a brand
      2. Conclusions about the DNA of the brand Jil Sander
    4. Rating the two lines: ‘Sun’ and ‘Style’
  18. 8 How to develop a second/third (or further) perfume of a brand
  19. 9 Inside the mind – expectations about one’s perfume
    1. Introduction
    2. What expectations can a woman have?
      1. Type I (21%): ‘alluring executives/working girls’
      2. Type II (14%): ‘the reserved ones’
      3. Type III (13%): ‘the conspicuous protesters’
      4. Type IV (13%): ‘the dapper seducers’
      5. Type V (13%): ‘the social housewives’
      6. Type VI (13%): ‘the show-off wannabes’
      7. Type VII (12.5%): ‘the anti-bourgeoisie bourgeoise’
  20. 10 About the niche brands
  21. 11 What we should keep in mind regarding prestige perfumes
  22. 12 The mass-market perfumes
    1. The notion of marketing promise
      1. Different kinds of perfumes for the ‘emotionals’
      2. Different kinds of perfumes for the ‘sensuals’
      3. Different kinds of perfumes for the ‘cold fishes’
    2. Perfumes devised according to the promise they are meant to convey
  23. 13 About body sprays
  24. 14 Summary of the rules for each of the three perfume categories
  25. A perfumer speaks … postscript from the standpoint of the fragrance-maker
  26. Index

Product information

  • Title: Understanding the Marketing Exceptionality of Prestige Perfumes
  • Author(s): Nithda Horoszko, David Moskowitz, Howard Moskowitz
  • Release date: March 2018
  • Publisher(s): Routledge
  • ISBN: 9780429016349