{"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":"pesquisa-de-mercado-de-perfumes-de-luxo","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/luxury-perfume-market-research\/","title":{"rendered":"Pesquisa de mercado de perfumes de luxo"},"content":{"rendered":"
\"Pesquisa<\/figure>\n\n\n\n
\n\n\n\n

A ind\u00fastria de fragr\u00e2ncias em todo o mundo segue o ritmo de seu pr\u00f3prio tambor em termos de marketing e compras de consumo.<\/h2>\n\n\n\n

As fragr\u00e2ncias da moda s\u00e3o uma exig\u00eancia fundamental do estilo de vida de gera\u00e7\u00f5es inteiras. Uma vez numa perfumaria, o consumidor procura satisfazer as suas necessidades est\u00e9ticas, sem obter quaisquer benef\u00edcios materiais que outros produtos possam proporcionar. A escolha de perfumes est\u00e1 associada a uma experi\u00eancia est\u00e9tica positiva, e as fragr\u00e2ncias que atendem a essas necessidades tornam-se um sucesso. S\u00e3o as maiores marcas de perfumes de luxo do mundo que determinam em grande parte as tend\u00eancias de desenvolvimento para o mercado geral de perfumes.<\/em><\/p>\n\n\n\n

O principal problema da publicidade de perfumes \u00e9 que \u00e9 imposs\u00edvel orientar os consumidores a sentirem muito menos o cheiro de uma fragr\u00e2ncia atrav\u00e9s dos canais de comunica\u00e7\u00e3o tradicionais, embora seja no aroma real que as prefer\u00eancias do consumidor se baseiam em grande parte. Outro problema de divulgar uma marca de perfume \u00e9 que o pre\u00e7o \u00e9 proporcional \u00e0 fama da marca (independentemente do perfume), ent\u00e3o a pessoa na verdade paga por algo intang\u00edvel \u2013 o ar aromatizado. Este problema \u00e9 vital no sector dos Bens de Luxo, onde a luta competitiva decide a import\u00e2ncia das fragr\u00e2ncias de marca na categoria de pre\u00e7os elevados e a import\u00e2ncia das prefer\u00eancias.
A publicidade de perfumes geralmente \u00e9 baseada em imagens relacionadas a trazer prazer \u00e0s pessoas. Ent\u00e3o, quais elementos essa imagem cont\u00e9m e como uma empresa pode aproveit\u00e1-la da maneira mais 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

Agora que o setor de luxo est\u00e1 saturado de marcas da moda, as imagens publicit\u00e1rias se transformaram.<\/h2>\n\n\n\n

As imagens atuais mostram pessoas em diversas situa\u00e7\u00f5es, condi\u00e7\u00f5es e experi\u00eancias de vida do p\u00fablico-alvo, enquanto as estrat\u00e9gias publicit\u00e1rias anteriores eram orientadas para determinados valores (prest\u00edgio, amor, paix\u00e3o, riqueza, etc.). Por exemplo, o perfume Hugo Boss Intense n\u00e3o promete deixar uma mulher forte, mas implica que uma mulher \u00e9 forte a priori, por isso ela escolher\u00e1 uma fragr\u00e2ncia t\u00e3o forte. Gosto, estilo de vida e prefer\u00eancias dessas mulheres devem ser estudados para criar esse tipo de fragr\u00e2ncia. Para criar uma imagem harmoniosa, que reflita verdadeiramente os valores e o estilo de vida do p\u00fablico-alvo, \u00e9 importante realizar pesquisas qualitativas e investigar valores, prefer\u00eancias e insights b\u00e1sicos, bem como estudar o retrato psicogr\u00e1fico de um potencial consumidor.<\/p>\n\n\n\n

Nessa abordagem, pessoas famosas s\u00e3o frequentemente atra\u00eddas para intensificar a imagem que presumivelmente produz.<\/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 a imagem de uma marca de perfume, \u00e9 importante utilizar diversas solu\u00e7\u00f5es de cores.<\/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

O desenvolvimento de uma imagem harmoniosa para o perfume de luxo exige que o nome, o frasco, as solu\u00e7\u00f5es de cores e a pr\u00f3pria fragr\u00e2ncia estejam conectados conceitualmente, por exemplo, Nina Ricci Nina ou 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 Contribuinte:<\/h2>\n\n\n\n

MAR Consult Ag\u00eancia de Pesquisa<\/a>. Moscou, R\u00fassia.
Contato: Dmitry Shimanov. info@marconsult.ru<\/a> +7 (495) 660-82-20.<\/p>\n\n\n\n

Isen\u00e7\u00e3o de responsabilidade<\/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

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A ind\u00fastria de fragr\u00e2ncias em todo o mundo segue o ritmo de seu pr\u00f3prio tambor em termos de marketing e compras de consumo.<\/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\/pt\/wp-json\/wp\/v2\/posts\/12006","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=12006"}],"version-history":[{"count":2,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12006\/revisions"}],"predecessor-version":[{"id":68960,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12006\/revisions\/68960"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/64903"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=12006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=12006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=12006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}