A generally accepted method to define target groups among consumers of cosmetics and fragrances is a socio-demographic analysis. However, demographics such as age, income or education will hardly reveal a person's aesthetical preferences. This paper explains a new psychology oriented test method to identify personality types among female fragrance users, their preferences and life-style perceptions. The interrelationship between personality and fragrance preference had been validated in two wide-scale studies in the early eighties. An essential tool in these studies to measure the basic emotions of an individual had been a newly designed psychological colour test. This new H&R Colour Test is based upon the following reasoning: Conclusions about an unknown factor - fragrance preference - can be drawn from a known factor - colour choice. Interpretation of our first test data led to more extensive market surveys to identify principal target groups among female fragrance users in the US and the main European countries. The findings of our German study will be quoted as an il- lustration . And finally the paper puts forward a theory how trends and developments in our society influence or even change aesthetical preferences and life-style perceptions, swaying at the same time fragrance product concepts and promotions.