The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers: a 'premium segment' that has been introduced just twenty years ago. This presentation describes how Russian women look at brands through the prism of their particular values. Now that a period of exceptional growth in the Russian market has come to an end, 'second-era marketing' would certainly benefit from the knowledge of how to better accommodate Russian market and consumer particularities rather than relying on a 'universal' implementation.
This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume concepts that provoke enthusiasm ('Generating Perfume Sparkles'). The underlying principle of 'GPS' is that purchasing a perfume is more a response to a personal aspiration than a response to a need.