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The Case for Fragrance Family Loyalty
By: Laura Donna, Consumer Fragrance Education, LLC
Posted: January 23, 2012, from the February 2012 issue of P&F magazine.
Fine fragrance marketing initiatives and sales training continue to ignore the fundamental tie that binds people to their perfume—the olfactory experience of wearing a favorite scent. The fragrance industry continues to dance around the edges of olfactory marketing, but hasn’t gotten religion, investing only half-heartedly in promotional programs based on fragrance families. Sales training and tools have yet to properly harness the power of The Fragrance Wheel and its ability to predict scents that will inspire loyalty and repeat purchases. New research proves overwhelmingly that women purchase and wear perfume falling into a narrow olfactory range. Isn’t it time for the industry to do a better job connecting consumers to scents they will enjoy?
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