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Emotion and Successful Fragrance Formulation
Posted: October 2, 2007
In a presentation during GCI magazine’s "Fragrance Business 2007," Marcy Fisher (vice president of marketing, cosmetics, Liz Claiborne) offered insights into the formulation of the Juicy Couture fragrance and how Juicy continues to use emotional connection to extend its brand … to pets?
Fisher explained that the Juicy Couture project team started with a brief characterized by “girly elegance and fun, fun, fun.” Perfumer Harry Fremont (Firmenich) evolved the scent through hundreds of variations. “He was truly unstoppable,” said Fischer, noting that Fremont continuously had new ideas that were better and better.
Fisher described the fragrance’s it moment like this: “At one point we were really close to finalizing the fragrance and we just couldn’t get there. So, finally, we were in this room and we said to Harry, ‘It really needs that something. It needs that thrill when you find that incredible pair of shoes and you have to have them.’ And then Harry said, ‘Oh, yeah, I know what it needs.’
“Fragrance is about an emotion, and how do we create that?” Fisher answered her own question with some wisdom she has picked up along the way. “Don’t tell the perfumers, ‘Oh, it’s got to have a little less jasmine, a little more patchouli.’ Talk to them about how you want people to feel, what you want this fragrance to say.”
The sweet, fruity-floral result, Juicy Couture, includes notes of watermelon, mandarin, marigold, tuberose absolute, vanilla and patchouli.