Abstract:

Achieving the proper balance between a fragrance brand's image and scent is necessary for its continual success or to a launch. Successful marketers understand the emotional drivers of their target demographics and work to create a fragrance brand that will evoke the intended emotions. This presentation will outline key equity measures and scent test measures needed to monitor the congruence achieved between image and scent. Particular emphasis is placed on demographic segmentation by age in order to identify opportunities for growth. A case study is presented.