Die weltweite Parfümindustrie folgt hinsichtlich Marketing und Verbraucherkäufen ihrem eigenen Rhythmus.

Trendy fragrances are a key lifestyle demand for entire generations. Once at a perfume shop, consumers seek to satisfy their esthetic needs, without obtaining any material benefits that other goods may deliver. Choosing perfumes is associated with positive, esthetic experience, and those fragrances that cater to these needs become succeed. It is the World’s largest Luxury perfume brands largely determine development trends for the general perfume market.

The key problem with advertising perfume is that it is impossible to guide consumers to experience much less smell a fragrance through traditional communication channels, though it is the actual scent that consumer preferences are largely based on. Another problem with promoting a perfume brand is that the price is proportional to the fame of the brand (regardless of scent), so a person actually pays for something intangible – aromatized air. This problem is vital in the Luxury Goods sector, where the competitive struggle decides the importance of branded fragrances in the high price category and the significance of preferences.
Parfümwerbung basiert im Allgemeinen auf Bildern, die Freude bereiten sollen. Welche Elemente enthält dieses Bild also und wie kann ein Unternehmen es am effektivsten nutzen?

First, the way consumers estimate the value of perfume is individual, intuitive, and subconscious.

This is why all attributes are important for promotion of a Luxury brand: from packaging design to mentality of the target audience. Unlike Casual brands, which rely upon principles of mass consumption, advertising of Luxury perfumes is based on a definite visual image, delivering a certain idea, which allows the target audience to identify themselves. This image, however, does not convey a fragrance; in other words, it does not deliver any information on the product (what it is composed of or how it works). Thus, the key function of this visual image is to make potential customers interested to know what is the scent and product experience offered in the advertised perfume.

Da der Luxussektor mit trendigen Marken übersättigt ist, haben sich die Werbebilder verändert.

Present-day images display people in various situations, conditions and life experiences of the target audience, while previous advertising strategies were oriented at certain values (prestige, love, passion, wealth, etc.). For instance, Hugo Boss Intense perfume does not promise to make a woman strong, but implies that a woman is strong a priori, this is why she will choose such strong fragrance. Taste, lifestyle and preferences of such women should be studied to create this type of fragrance. In order to create a harmonious image, which would truly reflect values and lifestyle of the target audience, it is important to conduct qualitative research and investigate basic values, preferences and insights as well as study psychographic portrait of a potential consumer.

Bei diesem Ansatz werden häufig berühmte Personen herangezogen, um das von ihnen erzeugte Image zu verstärken.

They become the face of the brand and through their own lifestyle represent the experience and values transferred into the advertising image of perfume and common for a certain target audience. At this point, for instance, it is necessary to determine the degree of popularity of this or that celebrity among the target audience, that is to compile a rating (the lower the rating, the more people will be unwilling to make a purchase). The problem with choosing a face for a Luxury brand is that the interpretation of images may differ. This is why advertising should be carried out by certain characters, who are well-known and respected by most potential consumers. These people should personify a definite set of values. For instance, Nicole Kidman, the current face of Chanel N5, personifies the elegance of the Hollywood style of the 1950s, so that her image conveys traditional American values.

Um das Image einer Parfümmarke zu intensivieren, ist der Einsatz unterschiedlicher Farblösungen wichtig.

This is because color would affect the emotional background and ensure that consumers remember the image. The color palette used to promote perfume should match the color of perfume, bottle, and packaging, so as to improve recognition by the target audience. For instance, a brown color palette is used to promote Calvin Klein Euphoria perfume. A pink palette to advertise Lacoste Touch of Pink, whereas advertising for Lacoste Hot Play men’s perfume is based on an orange color palette. Only one color shade should dominate in perfume advertising, so as not to distract consumers’ attention.

Die Entwicklung eines harmonischen Images für Luxusparfums erfordert, dass Name, Flasche, Farblösungen und Duft selbst konzeptionell miteinander verbunden sind, z. B. Nina Ricci Nina oder DKNY Be Delicious/Red Delicious.

As soon as conceptual ideas emerge of how to deliver a brand image through advertising, it is recommended to test all advertising materials in terms of perception, understanding of the image, and motivation to try a new fragrance.

Ultimately, the creation of a complete image for a Luxury perfume implies participation of some professionals: from producers and research companies to creative and advertising agencies. Efforts provided by all links of this chain will result in a strong brand able to compete in the world Luxury perfume market.

Mitwirkendes Unternehmen:

MAR Consult Forschungsagentur. Moskau, Russland.
Kontakt: Dmitry Shimanov. [email protected] +7 (495) 660-82-20.

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