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Essential Scents: Fragrance Business 2007

Posted: October 2, 2007

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Juicy Couture’s Marcy Fisher, explaining the brand’s recent move into pet care (shampoo, perfume and conditioner), described the need to tap into consumers’ affection for their pets. Niche perfumer Neil Morris put a fine point on the topic, explaining how the childhood memory of a storm rolling in over Cape Cod became the inspiration for his scent Storm.

Mirzayantz cited a number of additional examples in which scent’s impact has been exploited far beyond the perfume bottle. Westin Hotels, for instance, has launched a signature white tea scent across a number of international locations. Taking the fragrance-as-branding concept one step further, the fragrance is now being sold for home use. Mirzayantz also described an interesting scent-diffusion option—including a Summer Citrus Fruit scent—available in the new FIAT 500.