Understanding the Marketing Exceptionality of Prestige Perfumes

ISBN-13: 9781032570167 / Angielski / Miękka / 2023 / 208 str.

Nithda Horoszko;David Moskowitz;Howard Moskowitz

Opis

Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this?

This text is a first in the field to recognize that fine fragrance cannot be treated as any other product.

With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’.

This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.

Women have an affinity with the brand of perfume they wear. Despite huge marketing budgets, established brands’ launches often fail, despite extensive marketing research and lavish resources. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfume

Spis treści

List of figures; List of tables; List of ‘For the Professionals’; Foreword; Preface; Chapter 1. Moving from a Luxury Market to a ‘Mass Luxury’ Market; Chapter 2. The Principle of Affinity and DNA of a Brand; Chapter 3. Motivations for Buying a Prestige Perfume; Chapter 4. Introduction the Notion of DNA for a Perfume Brand; Chapter 5. Discovering and Pinpointing the Brand DNA of Five Great Perfume Brands; Chapter 6. Valuing Perfume Lines According to the Specific Criteria of the Brand DNA; Chapter 7. A Case Study to Explicate the Method; Chapter 8. How to Develop a Second/Third (or Further) Perfume of a Brand; Chapter 9. Inside the Mind – Expectations about one’s Perfume; Chapter 10. About the Niche Brands; Chapter 11. What we should Keep in Mind Regarding Prestige Perfumes; Chapter 12. The Mass-Market Perfumes; Chapter 13. About Body Sprays; Chapter 14. Summary of the Rules for Each of the Three Perfume Categories; A perfumer speaks… Postscript from the standpoint of the fragrance-maker (Thierry Trotobas); Index

O autorze

Nithda Horoszko graduated with a specialty in computer science. Since 2004, Nithda has spent her professional career in market research institutes specialized in perfumes: Dorset first and Open Air after, first as a data processor, then as a project leader, and now 12 years later in 2016 as an associate partner. Nithda has had the very enviable responsibility of analysing and understanding perfumes, with direct access to all the surveys associated with the launches of major perfumes over the past 30 years. Over almost the past 30 years, since 1987, these perfumes include: Armani, Calvin Klein, Paco Rabanne, Vivienne Westwood, Yves Saint Laurent … and many others.

David Moskowitz graduated from the Sy Syms School of Business with a degree in management information systems (MIS). He then spent 5 years studying Jewish law and ethics and received rabbinic ordination. He spent his career as a data analyst using supervised and unsupervised machine learning methods. He has developed optimization platforms for product and message optimization, reducing days of analytics to several minutes. He finished a master’s degree in accounting from Baruch College.

Howard Moskowitz graduated from Harvard University in 1969 with a PhD in experimental psychology. His specialty is psychophysics, combining mathematics and psychology to understand the senses. As the president of the market research company Moskowitz Jacobs, Inc., for 33 years, Howard worked with most of the most renowned consumer goods companies. He has published 26 books and more than 350 articles and chapters. He has received many awards for his contribution to marketing and market research, among them the prestigious Charles Coolidge Parlin Award from the American Marketing Association, the Chubb Award from Sigma Xi Research Society, and an Edison Award.