Today's fine fragrance from a designer's point of view

Date of publication: June 15, 1993

Author: Thierry Lecoule

Abstract:

We will all agree that the fine fragrance industry does show some changes; normal evolution of an industry, commercial uncertainty, growing numbers of launches, acceleration of trends and increasing infidelity from consumers emphasize today the risk of launching a new perfume. What then are the elements, the tools which can be used, the answers which can be given to help a brand, an industry to achieve a successful launch? What is the position of the design in such an evolution? What is the exact impact of design in the consumer's expectation? What in fact could be given to the perfume bottle designer and what would the features and attitudes of each partner be in the future?

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