Flash profile and fragrance research

Date of publication: May 15, 2005


This paper presents a methodology (Flash Profile) which is not product specific but corresponds to a very common problem of linking fragrance industry's discourse to consumer perception. It will reduce the lack of understanding between perfumers who often use creative or analytical words and the consumer's perceived feelings and naïve description of proposed products. The expert approach is not suitable for the public (talking about an olfactory family has no meaning for the consumer), therefore we must learn to speak about perfumery in a different way. As others have said before, 'Fragrance is not a basic human need, consequently, it must trigger an emotional reaction and incite desire - A desire that is by nature unlimited'. The methodology contributes to the exploration of this desire.

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