Make Marketing History

The views of a marketing deviant.

Tuesday, December 19, 2006

Perfume: The Story Of Product Development.

For their own personal edification, two perfumiers created fifteen perfume essences to replicate the aromas of their favourite book Perfume: The Story of a Murderer. These recreate such odours as "a beautiful virgin pitting plums" and "the scent of supernatural charisma" not to mention "the sordid stench of Parisian alleys" but only two of them bore any relation to existing commercial scents.

However, product development rooted in passion is a powerful thing. So, with the book headed for the screen and the fragrances being sold through Thierry Mugler in a very limited edition of 400 coffrets (£380 in UK, $700 in US), the reaction from the public has been so great that two of the more unconventional creations are rumoured to be in line for a commercial incarnation.

In the words of creator Christophe Laudamiel "People are scared of their sense of smell, not used to using it." Or maybe, as in so many businesses, the incumbents prefer an easy life to one of educating and enlivening their customers.


Update: Coincidentally, Seth and Hugh make related points.

6 Comments:

Blogger mitch said...

I used to teach a sales class using perfume as an example. Especially since the ingredients that go into a bottle of perfume cost less than 1% of the retail cost of the known high-end brands.

To the women, I'd say,

"Imagine that tonight is the night you want to make something really happen with your relationship. You've met the right person, and this is the right time. Now which would you be more likely to use as your perfume, a bottle that says it is 99% rubbing alcohol with some additional fragrance chemicals, which costs $1.50; a perfume knock-off that you can buy in a discount pharmacy for $15.00; or Joy, Opium, or one of the perfumes from a top company, selling at $75 to $200 per ounce? Which will make you feel more confidant? Which will create the best atmosphere?"

To the men, I offered a similar set of choices, but around giving a present to that one special person.

We then talked about how to create a similar image around the products and services that they represented, because buying is primarily an emotional decision.

11:54 AM, December 20, 2006  
Blogger john dodds said...

Absolutely, the word emotional too often is seen to connote irrationality, but if viewed as something visceral and based in passion, it provides the key to users' purchase decisions.

10:06 AM, December 23, 2006  
Anonymous Anonymous said...

mitch, can you contact me regarding your class. cnpeterson at aol.com

thanks

6:58 AM, December 27, 2006  
Anonymous perfume creed said...

Choosing the right perfume can be difficult and because it is also considered an intimate gift buying the wrong perfume

can backfire on you and get you the opposite result of that which you hoped for.

The first thing you need to do is do some homework, meaning research. Look at your lady's perfume bottles, the ones that

are nearly empty will be her favorites. If there is one there that is nearly full chances are she doesn't wear it often

or doesn't like it. Hint around and ask her what types of fragrances she likes and dislikes.

Humans are very sensory oriented and our sense of smell is no different. Certain perfumes can elicit strong reactions in

both the wearer and the person reacting to the scent. Perfumes are made not only to attract but to also relax someone. If

you aren't totally sure what kind of perfume to buy you can always play it safe and get something in the aromatherapy

line. If you go this route, bear in mind that vanilla scents are considered to relax and a peppermint or lemon scent will

be more stimulating.

6:21 AM, March 05, 2007  
Anonymous sweet said...

I know just a story of buying perfumes for women:)lol

4:06 PM, January 29, 2008  
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3:30 AM, March 28, 2009  

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