The presentation describes the Travel Retail market, from its creation in 1947 to today's performance, and how the Beauty products have mostly taken advantage of this channel. We will also see how the brands are trying to attract passengers thanks to retailtainment inside and outside the shops, comparing the impact of the efforts of Fragrance brands vs. brands of other categories, to identify the key levers to reach the traveling consumers.
The sense of smell can be used in strategic branding to create opportunities for the fragrance industry as a whole. This presentation demonstrates how, with a multi staged approach of combined sensory and consumer research techniques, this can be achieved. By understanding how consumers perceive a brand and its competitors (using an adapted Kelly Repertory Grid Technique), establishing the elements which drive consumers' perceptions (preference mapping techniques), understanding the sensory profile of the product and using GPA (Generalized Procrustes Analysis) to link the sensory and perceptive data, we find the best fragrance fit.
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 presentation describes recent and current work on three Dutch business case studies in the field of sensory branding, scent marketing and scent research. Bearing in mind the specific nature and objectives (such as enhancement of brand experience, influencing in-store shopping time and reduction of patient anxiety in hospital environments) of each of the three cases, this presentation reviews the various approaches adopted and, to the extent available, the results achieved. Conclusions and lessons to be learnt from each of the case studies will then be explored. During a subsequent plenary mini-workshop participants will be invited to experience the effect and impact of scent as communicator of brand identity.
Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected 'economic' (i.e. pricing) performance of different ideas about fragrance in hotels vs. ideas about visual style, acoustic environment, and tactile aspects, respectively. These are the four of the five senses that matter most in the hotel environment. The approach provides a new way to assess 'what would work' combining research and micro-economics. This presentation provides a tool which enables business and researchers alike to understand 'what works' in fragrance, and where.
Synaesthesia may be applied to both Alzheimer's and Qualitative Research as an effective support technique, in order to trigger a spontaneous consumer language made of sensorial metaphor, based on a direct emotional experience. In order to enhance the use of fragrances on dementia but in market research as well! it is a series of essences could be developed to be used therapeutically, both in Aromatherapy and for synaesthetic application. Fragrances help as much in reconstructing emotionally important memories as in establishing connections with other sensorial modalities contributing to and processing a structured language, not delirious and relaxing the tone of the mood by soothing anxiety.
This presentation aims at presenting a new method allowing understanding consumer perception of one specific shower gels universe. It shows the interest of using this new method, free sorting, to fulfill the marketing and market research knowledge gaps about the way consumers perceive differences or similarities between products after a sniffing evaluation.
With the advent of the social web (also known as web 2.0) as a new way of communicating ideas, market researchers are faced with a new social space that requires relevant methods to apprehend its segments, analyse opinions and identify trends. As the social web becomes increasingly prominent, the question of its social structure and, consequently, of its segments, has become of the utmost importance. This presentation addresses three issues with respect to the social web as a research field: What is the interest of this field compared to other fields? How is the social web structured and how can it be segmented? How should opinions be analysed?
This presentation describes the work that has been done by Givaudan in putting together best practices and shared knowledge in developing fragrances for developing markets. The outcome is shown in the form of small case studies that underline opportunities and challenges when dealing with such a broad topic.
This presentation describes the exploratory method that led us to understand women's erotic associations to fragrance. The results of this research helped our client to find new marketing insights and vocabulary about erotic emotions and sensations, intended at launching new ranges of perfumes for women.