Colour and fragrance

Date of publication: March 16, 2003


Author: Karen Stanton


This paper is based on a study which set out to establish the optimal colour and fragrance mix for a portfolio of male deodorant fragrances and to identify fragrance opportunities. The aim was to enroll consumers to understand appeal of fragrances as well as the role of pack colour in influencing appeal. The results indicated that the existing range had some superfluous variants and that there was potential to streamline the range. In addition, a new fragrance and pack colour were identified as having potential for incremental sales. The new variant was subsequently launched and has achieved great success.

Karen Stanton


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