Resources Library by ANA

The scent and the marketing mix

This is a report on two recent exploratory studies in which these questions were addressed. Other aspects of one of these have previously been reported elsewhere, but not the data presented here. In view of the limited size and the non-representative...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Authors: J. Stephan Jeilinek, B. Olias du Bosque, J. Gschwind, Bernd Schubert, Andreas Scharf

Company: Procter & Gamble

June 15, 1991

Advanced fragrance basics: Establishing a framework for fragrance research & practice

The paper describes an empirical approach aimed at establishing and communicating what fragrance actually is, materially and parception-uise , preliminary to fragrance research or practice. The potential usefulness of so doing results from the fact...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Author: Michel-François de Dehn

June 15, 1991

First impression versus extended usage

In the fine fragrance industry, unlike many other fmcg industries, systematic consumer product-testing has usually been conspicuous by its absence. The reasons are varied, including perfume's own traditions rooted in fashion rather than in marketing,...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Author: Ivor Shalofsky

June 15, 1991

Two cultures meet and create a third

Each of us has developed her own form of expertise separately, in resonance with the main product areas she works for, i.e. functional products for Barbara and fine fragrances for Olwen. Recently, we have come to feel that the market demands a closer...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Authors: Olwen H. Wolfe, Barbara Busch

June 15, 1991

Working with colour and fragrance in combination to optimise consumer product perception

The fragrance/colour combination is crucial in the area of optimising consumer perception of product benefits, which is relevant to subconscious consumer reactions to brand/product acceptance. This paper will look at one particular piece of research...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Author: Ken Lewis

June 15, 1991

The new man and his fragrance

This paper will firstly deal with a new type of man as consequence of women's liberation in the 60's and 70's. His different attitudes towards fragrance and are illustrated. An innovative psychological test method to analyse clusters of personalities...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Author: Hans-Otto Schmidt

June 15, 1991

Multi-cultural strategic qualitative research

One year and a half before SAMSARA’s launch, the French perfume house GUERLAIN asked us to study the project and give information upon which to base strategic choices. We custom-tailored a two-step qualitative investigation, the first about the...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Fulvio Steiner, Olwen H. Wolfe

June 15, 1990

Juliette in wonderland

Once upon a time, 10 year old Juliette is living in her own Wonderland; there, she is using her mother’s perfume any time she thinks she can get away with it. That isn’t often. Both mother and daughter despair. Juliette usually wears...

Catalogue: Seminar 1989: Research For Flavours And Fragrances

Authors: Dydiane Goodman, Harold de Bock

June 15, 1989

Typology of the marketing strategy in the perfume industry (French)

We can date the introduction of the marketing concept into the fragrance industry back to at most 20 years. Some of the key actors of this industry are still questioning the validity of these concepts, at least when considering the upper segment of...

Catalogue: Seminar 1989: Research For Flavours And Fragrances

Author: Alain Charrueau

June 15, 1989