SAM © All rights reserved. Fragrance Ads have a smell Barbara Busch A NALYSI S The Scent Company International HBA Global Expo 2002

SAM © All rights reserved. 2 Main Idea  We use all our senses every day every minute every second when we... open our eyes, eat, smell a perfume,...  All senses are connected with each other  Our senses together determine a complex pattern of our behavior choices we make, desires we feel, experience of sympathy and antipathy 2

SAM © All rights reserved. 3 PICTURES are to see –smell –feel – taste The imagined smell & taste of fresh bread ….

SAM © All rights reserved. 4 The imagined smell & feel of a nice day in fall...

SAM © All rights reserved. 5 The imagined smell & feel of the rush hour in Manhattan...

SAM © All rights reserved. 6 Conclusions Words have a smell Pictures have a smell Fragrance ads have a smell

SAM © All rights reserved. 7 Any smell causes in the subconscious immediate emotions and reactions. Capturing these emotions helps to better understand the appeal of ads optimize the direct link between the ad and the fragrance Only qualitatively recruited respondents who are verbally articulate specifically for olfactive sensations are able to give us these reactions Main Idea:

SAM © All rights reserved. 8 Summarizing There is a powerful bond between Ads & Fragrances which can be activated for the development of a successful fragrance

SAM © All rights reserved. 9 1 st EXAMPLE: CHANCE CHANEL

SAM © All rights reserved. 10 A balance between... “Playful and dream-like” versus “wild-erotic-unexpected” Makes it... “sexy yet carefree & innocent” Ad communication: A sense of romance & seduction

SAM © All rights reserved. 11 The Ad’s smell: An overall LIGHT & SOFT scent... WOODY forest trees WARM sweet fruitiness A touch powder-vanilla & floral

SAM © All rights reserved. 12 The Fragrance Characteristics surprising - innovative noticeable - bold - profiled Femininity in terms of... Joy of life - happiness freedom & independence

SAM © All rights reserved. 13 Summary: CHANEL CHANCE “ You will instantly love it & not use another one!” “Men will be instantly attracted by this person!” Is the CHANEL CHANCE fragrance surprising – innovative – bold enough to fulfill all those high expectations ?

SAM © All rights reserved nd EXAMPLE: Black Cashmere DonnaKaren

SAM © All rights reserved. 15 Ad communication: A sense of luxury & Sexiness

SAM © All rights reserved. 16 The Ad’s smell: A heavy, powerful scent polarized between a strong signature & a soft sensuality… ORIENTAL-like CARING Sensual Skin Feel SOFT - Powdery SPICY musk warm skin feel

SAM © All rights reserved. 17 surprising - innovative glamorous - sexy - mysterious mature Femininity in terms of... Elegance - Sophistication Passion & Seduction The Fragrance Characteristics

SAM © All rights reserved. 18 Summary: BLACK CASHMERE “Makes you feel luxurious, important! Your partner wants to be near, you want to be pampered!”  Can the Black Cashmere fragrance  control the difficult balance between  a strong signature & a soft sensuality?

SAM © All rights reserved. 19 A Different ‘Femininity’! Lightness joy of life - happiness freedom/independence CAREFREE - ENERGY Heavy-Powerful Elegant-Sophisticated Passion - Seduction SENSUALITY both are PLAYFUL & FEMININE

SAM © All rights reserved. 3 rd EXAMPLE: POLO RALPH LAUREN BLUE

SAM © All rights reserved. 21 Ad communication: The ‘classic’ a little newer

SAM © All rights reserved. 22 Cool- REFRESHING A touch herbal-green “Mint & (cedar) Wood” “Green leaves with citrus” The Ad’s smell: A revival - a classical smell...

SAM © All rights reserved. 23 sporty - casual - young - light - natural The Fragrance Characteristics Masculinity in terms of... Individuality - Carefree – Self-confidence - SERENITY

SAM © All rights reserved. 24 Summary: POLO BLUE “A breeze of cool crisp air PLUS a chunk of individuality, a bowl of sunshine & a hint of masculinity” Is this fragrance “classic ” and “interesting/new” enough to attract the younger RALPH LAUREN target?

SAM © All rights reserved. 4 th EXAMPLE: KENNETH COLE

SAM © All rights reserved. 26 Ad communication: ‘...in style for people who love fashion’

SAM © All rights reserved. 27 The Ad’s smell: Masculine Cliché Type “Not too perfumery” YET: STEEL Metallic Masculine “wood” Cedar – Sandalwood SEXY: Leather- Musk

SAM © All rights reserved. 28 The Fragrance Characteristics Very contemporary & masculine Masculinity in terms of... Sexy - Erotic - Seduction - Sensuality

SAM © All rights reserved. 29 Summary: Kenneth Cole for Men “A noticeable fragrance, something that could turn your head” How is the ad’s smell in terms of the Kenneth Cole fragrance for women ?

SAM © All rights reserved. Why is the smell of a fragrance ad so important?

SAM © All rights reserved. 31 Ads make consumers try the fragrance  The imaginary smell leads to very concrete fragrance expectations!  Consumers go with those expectations in mind into the shops to try the fragrance.  In the shop the juice has at least to fulfill – if not to go beyond – the expectations evoked by the concept.

SAM © All rights reserved. 32 Successful Fragrance Marketing means….. Ads have to  make consumers want to try the fragrance  remind them to buy it  reassure them that it remains the best choice The juice has to  make consumers love the fragrance  make consumers “addicted” to the fragrance on a long term basis

SAM © All rights reserved. 33 Successful Fragrance Marketing means…..  Nothing should be left for Trial & Error!  Everything has to be developed cogently!  The investment in a strategically driven product development is crucial for market success!

SAM © All rights reserved. 34 Successful Fragrance Marketing means….. Camille McDonald : (WWDBEAUTYBIZ from March 2002) “ Vendors should create innovative, cogently targeted products …and must provide clutter-proof consumer communication!” ANALYSI S The Scent Company International : “ The smell of a fragrance ad is an essential tool for a perfectly coherent and strong marketing mix!”