New perfume launches from leading American brands are often disappointing abroad, especially in France in comparison to their success in the United States. Leading American brands in other industries experience the same difficulty. Increasing cultural differences between American values and Latin conservative values, as embodied by France, help to explain this disparity. This paper offers a way for leading American brands to tackle the French market without having to disenfranchise or rebel against American cultural values, using the fragrance industry as an example.
Catalogue: ESOMAR Fragrance Research Conference 2003
Authors: Patrick Duquesne, FrÃ©dÃ©ric Miedzinski
March 16, 2003
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