Abstract:

This paper draws attention to the importance of perceived coherence between fragrance and concept - as expressed by name, pack, packaging, positioning, and advertising - and claims that products lacking such coherence, will encounter grave difficulties in achieving the desired market success, or very probably even be numbered amongst the failures. This thesis is demonstrated throughout the paper with the help of some fine fragrance case histories. The argument put up, is however equally valid for all other personal and household care product sectors. The case histories shown here, clearly demonstrate several effective scent research oriented methodologies, which have proven successful in arriving at well rounded, homogenous product and brand profiles.