Understanding the Marketing Exceptionality of Prestige Perfumes

9Inside the mind – expectations about one’s perfume

Introduction

Much of our effort focused on the ‘legitimate territory’ of the perfumes of a specific brand. We made this notion of legitimate territory come alive by identifying the specific requirements of the brand for its perfumes through the expectations experienced by the women ‘in affinity’ with this brand. More specifically, we looked at those messages to which these women are receptive, then those expressions to which they are sensitive, and finally the scents to which they respond. A brand personality emerges as the diversion increases between these responses of those ‘in affinity’ versus the responses of women using prestige fragrances but members of the other, complementary group, ...