Our new uni brief is all about fragrance.
FRAGRANCE, FRAGRANCE, FRAGRANCE.
I recently watched an old documentary series surrounding perfume.
Here are some of the key things I learned, setting me up for the next few months perfectly:
1. Smell is the most primitive & least understood scent.
2. Perfume manipulates people, being a reminder of moments and memories past.
3. Fragrance is a multi billion dollar global industry.
4. The market is extremely saturated now making standing out all the more difficult.
5. How you market your fragrance is just as important as the smell itself.
6. Young people are the most important customers - get them hooked while their young.
7. Mother's Day is the key date in the perfume calendar.
8. Perfume houses such as Guerlain now hold only a tiny share of the market.
9. Consumers want to smell clean - divorcing themselves from their bodies natural scent.
10. There are more astronauts in the world than perfumers - very specialised business.
11. You can teach technique but not creativity.
12. Perfume is a magic worked by science.
13. Perfumers meddle with memories - their craft is a mystery.
14. What we like in a scent is determined by our culture and environment.
15. Asia is a very important fragrance market.
16. In order to create a successful fragrance you need to know what your target market want.
17. Teenagers taste in scent changes fast.
18. Perfume usage in countries with hotter climates is extortionate.
19. Perfume doesn't just come in a pretty bottle.
20. Macy's fragrance department in New York is the most important scent retail space in the Western world.
If you have an apparent interest in fragrance or are perhaps thinking of going into that particular industry then I really recommend you watch the documentary!
The episodes can be found on YouTube.
Love, Lana Skye x
Photo Credit: Myself.
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