Abstract:

This paper explores the role of fragrance in defining a brand's personality at the point of purchase relative to its packaging. Louis Cheskin's concept of Sensation Transference provides the basis for this exploratory research. Results contained herein are based on a consumer study of shampoo products designed to provide insight into recognizing fragrance's contribution to the marketing mix of consumer product goods, measuring the impact of fragrance on brand identity, and understanding how fragrance, along with packaging, influences consumers' purchase decisions and overall appeal.