奢侈香水市场研究

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全球香水行业在营销和消费者购买方面都有自己的节奏。

时尚香水是整整一代人的关键生活方式需求。消费者在香水店寻求满足自己的审美需求，而不寻求其他商品可能带来的任何物质利益。选择香水与积极的审美体验有关，那些迎合这些需求的香水会取得成功。它是世界上最大的奢侈香水品牌，在很大程度上决定了整个香水市场的发展趋势。

广告香水的关键问题是，通过传统的传播渠道，无法引导消费者体验香水，更不用说闻到香水的味道，尽管消费者的偏好很大程度上取决于香水本身的气味。推广香水品牌的另一个问题是，香水的价格与品牌的知名度成正比（与气味无关），因此人们实际上是在为无形的东西买单——芳香空气。这个问题在奢侈品领域至关重要，因为竞争激烈决定了品牌香水在高价位类别中的重要性以及偏好的重要性。
香水广告一般以给人带来愉悦的形象为主。那么，这种形象由哪些元素组成？企业如何才能最有效地利用它呢？

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.

如今，奢侈品行业已经充斥着大量时尚品牌，广告形象也发生了变化。

当今的形象展示了目标受众处于各种情况、条件和生活经历中的人们，而以前的广告策略则以某些价值观（声望、爱情、激情、财富等）为导向。例如，Hugo Boss Intense 香水并不承诺让女性变得坚强，而是暗示女性天生就很坚强，这就是她会选择这种强烈香水的原因。应该研究这类女性的品味、生活方式和偏好，以创造这种类型的香水。为了创造一个真正反映目标受众价值观和生活方式的和谐形象，重要的是进行定性研究，调查基本价值观、偏好和见解，以及研究潜在消费者的心理画像。

在这种方法中，通常会吸引名人来强化假设所产生的形象。

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.

为了强化香水品牌形象，使用各种色彩解决方案非常重要。

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.

要打造出奢华香水的和谐形象，需要将名称、瓶子、色泽和香味本身在概念上联系起来，例如 Nina Ricci Nina 或 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.

贡献公司：

MAR 咨询研究机构. 俄罗斯莫斯科。
联系人：Dmitry Shimanov。 [email protected] +7 (495) 660-82-20.

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