This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.
A Holistic System
Unfortunately, some consumer goods companies think of fragrance only toward the end of the product development process—despite the fact that fragrance is an indispensable factor in both initial product purchase and eventual repurchase. Facing this common hurdle, Arylessence began creating its own in-depth fragrance development planning program several years ago. The company’s director of marketing, Lori Miller Burns, explains that it is crucial to orient clients to look at fragrance as part of the overall product development process—particularly as everyone is facing time constraints. The result, she says, is that the fragrance house is able to help in creating successful products for the marketplace, effectively becoming a consultative partner.
Arylessence’s program follows 12 steps:
- Define brand positioning
- Review the competitive landscape
- Analyze your fragrances and those of your competitors
- Describe target consumer
- Establish color direction
- Develop packaging concepts
- Rethink resources
- Develop fragrance plan
- Review creativity and fragrance fit
- Test your winners
- Move forward fast
- Complete the loop (post-launch)