{"id":12006,"date":"2008-11-12T23:56:00","date_gmt":"2008-11-12T23:56:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/luxury-perfumes-and-effective-advertising\/"},"modified":"2025-09-15T22:59:21","modified_gmt":"2025-09-16T02:59:21","slug":"estudio-de-mercado-de-perfumes-de-lujo","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/es\/luxury-perfume-market-research\/","title":{"rendered":"Investigaci\u00f3n de mercado de perfumes de lujo"},"content":{"rendered":"
\"Investigaci\u00f3n<\/figure>\n\n\n\n
\n\n\n\n

La industria de las fragancias en todo el mundo avanza a su propio ritmo en t\u00e9rminos de marketing y compras de los consumidores.<\/h2>\n\n\n\n

Las fragancias de moda son una demanda clave en el estilo de vida de generaciones enteras. Una vez en una perfumer\u00eda, los consumidores buscan satisfacer sus necesidades est\u00e9ticas, sin obtener ning\u00fan beneficio material que otros productos puedan ofrecer. La elecci\u00f3n de perfumes se asocia con una experiencia est\u00e9tica positiva, y aquellas fragancias que satisfacen estas necesidades se convierten en \u00e9xito. Son las marcas de perfumes de lujo m\u00e1s grandes del mundo las que determinan en gran medida las tendencias de desarrollo del mercado general de perfumes.<\/em><\/p>\n\n\n\n

El problema clave con la publicidad de perfumes es que es imposible guiar a los consumidores para que experimenten y mucho menos huelan una fragancia a trav\u00e9s de los canales de comunicaci\u00f3n tradicionales, aunque es en el aroma real en el que se basan en gran medida las preferencias del consumidor. Otro problema con la promoci\u00f3n de una marca de perfume es que el precio es proporcional a la fama de la marca (independientemente del aroma), por lo que una persona en realidad paga por algo intangible: aire aromatizado. Este problema es vital en el sector de art\u00edculos de lujo, donde la lucha competitiva decide la importancia de las fragancias de marca en la categor\u00eda de precios altos y la importancia de las preferencias.
La publicidad de perfumes generalmente se basa en im\u00e1genes relacionadas con brindar placer a las personas. Entonces, \u00bfqu\u00e9 elementos comprende esta imagen y c\u00f3mo puede una empresa aprovecharla de la forma m\u00e1s eficaz?<\/p>\n\n\n\n

First, the way consumers estimate the value of perfume is individual, intuitive, and subconscious.<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

Ahora que el sector del lujo est\u00e1 saturado de marcas de moda, las im\u00e1genes publicitarias se han transformado.<\/h2>\n\n\n\n

Las im\u00e1genes actuales muestran a personas en diversas situaciones, condiciones y experiencias de vida del p\u00fablico objetivo, mientras que las estrategias publicitarias anteriores estaban orientadas a determinados valores (prestigio, amor, pasi\u00f3n, riqueza, etc.). Por ejemplo, el perfume Hugo Boss Intense no promete fortalecer a una mujer, pero implica que una mujer es fuerte a priori, es por eso que elegir\u00e1 una fragancia tan fuerte. Se deben estudiar los gustos, el estilo de vida y las preferencias de estas mujeres para crear este tipo de fragancia. Para crear una imagen armoniosa que refleje verdaderamente los valores y el estilo de vida del p\u00fablico objetivo, es importante realizar una investigaci\u00f3n cualitativa e investigar los valores, preferencias y conocimientos b\u00e1sicos, as\u00ed como estudiar el retrato psicogr\u00e1fico de un consumidor potencial.<\/p>\n\n\n\n

En este enfoque, los personajes famosos a menudo se sienten atra\u00eddos por intensificar la imagen que se presume produce.<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

Para intensificar la imagen de una marca de perfumes, es importante utilizar varias soluciones de color.<\/h2>\n\n\n\n

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\u2019s perfume is based on an orange color palette. Only one color shade should dominate in perfume advertising, so as not to distract consumers\u2019 attention.<\/p>\n\n\n\n

El desarrollo de una imagen armoniosa para un perfume de lujo requiere que el nombre, el frasco, las soluciones de color y la fragancia est\u00e9n conectados conceptualmente, por ejemplo, Nina Ricci Nina o DKNY Be Delicious\/Red Delicious.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Empresa colaboradora:<\/h2>\n\n\n\n

Agencia de Investigaci\u00f3n MAR Consult<\/a>. Mosc\u00fa, Rusia.
Contacto: Dmitry Shimanov. info@marconsult.ru<\/a> +7 (495) 660-82-20.<\/p>\n\n\n\n

Descargo de responsabilidad<\/strong>: Views & opinions are solely those of the contributors and do not necessarily reflect SIS International Inc.’s opinions, views, and methodologies. Under no circumstances will SIS, it affiliates, successors, or assigns be liable for any loss or damage caused by anyone’s reliance on information contained in this website.<\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

La industria de las fragancias en todo el mundo avanza a su propio ritmo en t\u00e9rminos de marketing y compras de los consumidores.<\/p>","protected":false},"author":1,"featured_media":64903,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12006","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=12006"}],"version-history":[{"count":2,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12006\/revisions"}],"predecessor-version":[{"id":68960,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12006\/revisions\/68960"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/64903"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=12006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/categories?post=12006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/tags?post=12006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}