Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Markets & trends

Perfume, 10 tips for a successful launch

Common sense and method! Nathalie Pichard, founder of toPNotes (perfume training and evaluation) and author of the Web Fragrant Newsletter, has been immersed in the perfumery industry for 20 years. She reminds us of the 10 essential keys for successfully launching a perfume.

Nathalie Pichard, founder of toPNotes

Nathalie Pichard, founder of toPNotes

1 • Pay particular attention to coherence
Price, positioning, creation, distribution channel… everything should be measured, calibrated, and mutually dependent. It is essential to ensure a good mixture of these elements.

2 • Define your target
If you know your target, you know your customers: it justifies everything. The market research should be accurate.

3 • Do not neglect distribution
Before initiating the project, it is crucial to consider your distributors as committed partners. If they do not highlight the product, it will not come out, nor will it sell…

4 • Be clear
Not only on the appearance, but also in your message. The bottle and the name should be easily recognizable and related to a specific story.

5 • Create an identity
It is very positive for a juice to be instantaneously recognizable, but it is also very rare, as Angel, N°5, or Shalimar are… Above all, a perfume’s identity is olfactory, so the creation should stand out to exist.

6 • Tell a story
The point is to create an emotion in relation to the fragrance. Great perfumes take us on a journey that means something to us.

7 • Stick to your time
Being at the forefront is a good thing, but you should take into account it can take time for the product to position itself on the market. It is essential to evolve with your time, because a product that is TOO innovative might be judged a bit TOO retrospectively.

8 • Be legitimate
Many brands originally not in the perfume sector are stepping out of their traditional sphere to reach this new Eldorado. Beware not to try and shake up the codes too much: make sure you are legitimate in your olfactory world and avoid “business at all costs” or “SKUs for new” strategies.

9 • Do not ostensibly copy your competitors!
In the perfumery sector, it is very hard, even impossible to identically reproduce a formula. But openly trying to get close to it reveals a lack of creativity, which usually fails. Juice, bottle, concept… you should ensure you know your competitors to avoid unintentional copies (everything is known, everything is felt).

10 • Choose the right moment!
It is better to wait for the right moment to make yourself heard or… to know how to be cheeky, but it is risky!

© 2014 - Brazil Beauty News - www.brazilbeautynews.com

latest news
Focus
FCE Cosmetique 2017 marked by record public attendance

FCE Cosmetique 2017 marked by record public attendance

FCE Cosmetique and FCE Pharma, which took place on 23-25 May 2017 at São Paulo Expo recorded an unprecedented level of attendance, receiving 15,400 visitors, a growth of 9% compared to previous year. At the opening ceremony, Geraldo Alckmin, Governor of the São Paulo State, highlighted the efforts of the Government for the (...)

read more
Experts’ views
US retail: Apocalypse or evolution?

Laurence Bacilieri
US retail: Apocalypse or evolution?

American retail is in freefall, and its sales revenues have been deeply affected by 3,500 stores going out of business, not to mention the difficulties Macy’s, Sears and K-Mart are facing. Unlike the banking sector, the main actors of retail are rapidly restructuring their networks of sales points because of the rising price of (...)

read more

Features