Abstract:

Yardley are interested in entering the medium-priced fragrance market in competition with Revlon, Estee Lauder, Faberge, etc and during 1976 intend marketing in the UK, under their own company name, a new fragrance called 'Laughter'. The objectives of the present research program were, therefore, to evaluate the acceptability of the Laughter the fragrance itself in the context of packaging and theme direction, and also to gauge price expectations in relation to other brands of fragrance.