Abstract:

Sol de Janeiro (SdJ), a brand experiencing significant success with limited edition (LE) scents, often seeks to understand which fragrances resonate most strongly with consumers. This knowledge contributed to guiding their decision to transition selected LE scents into permanent offerings within their fragrance line. To achieve this, Ipsos and SdJ partnered to conduct experimental research to determine which parameters help identify winning fragrances, with a special focus on emotional response through a quantitative, in-home usage product test. We tested various methodologies for emotion measurement, such as facial coding, report on universal emotion dimensions valence, arousal and control and a projective tool based on metaphors, to comprehensively evaluate and determine which scents hold the greatest potential for success. The research primarily focused on assessing the top notes of the fragrances to capture initial consumer impressions. This approach acknowledges that the first impression is crucial role in shaping consumer perception and preference. The analysis did not delve into the heart and base notes, as the focus remained on understanding the immediate impact of the scents. The research aimed to comprehensively compare fragrances by considering both their objective qualities and the subjective experiences they elicit in consumers. This holistic approach recognises that the perceived quality of a product is a result of a combination of factors. Firstly, top-down processes come into play?these include the consumer's beliefs, desires and expectations, which are often shaped by emotional responses and personal preferences. Secondly, the bottom-up processes, which involve the inherent characteristics of the fragrance that stimulate the sensory organs of the perceiver, are also significant (Reynolds and Ho, 2022; Figure 1).