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This discussion of the design and creation of successful major fragrances will deal with tbe subject from the standpoint of fragrance planning and evaluation by a major marketer. I see this as a creative process, not as a science, but as an art--an artistic process which should have as its end not only a work of beauty, but a fine product which will make a major contribution to the profit picture of its marketer.
The next 50 years will be an exciting and rewarding experience for this company and for the entire industry. As long as we look forward to providing the public with safe and effective products and are ready for the changes that take place in society, then our businesses will stay healthy for everybody concerned.
With this issue we complete the first year of publication of Perfumer & Flavorist. We will take this opportunity to report to our subscribers regarding the aims of this publication as well as the future plans.
In 1976, the Japanese fragrance and flavor industry handled products and imports of essential oils, fragrances, aromatic chemicals, and fragrances and flavors for food and cosmetics in a total quantity of 31,801 tons and a value of 79,126 million yen. At present, it is hard for us to give any definite prediction regarding the extent of the further growth which the fragrance and flavor industry will attain along with the development of related industries for food, cosmetics, toiletries, and other household items in the domestic market. The future is unclear, i.e., it can be forecast either to be very promising or to be a period of depression.
Presentation to the British Society of Perfumers on January 20, 1977. Perfumery is certainly an ISM (defined as any distinctive doctrine or practice) and I = innovation S = success M = motivation. AN of these are ours by creative thought and NFMs to make the perfume that “stands out from the crowd.”
British Society of Perfumers and Society of Cosmetic Chemists of Great Britain Third Joint Symposium--Report.
Every marketer of fragrances wants to understand perfumery, odors, and the vocabulary of the art. This can be accomplished best by a continuing series of educational seminars presented by fragrance suppliers. The seminars are not sales pitches, but are simply educational presentations with smelling samples to illustrate the notes and vocabulary. They are attended by people in marketing, market research, R & D, sales, etc.
Perhaps television is part of the answer. What the fragrance industry needs is stronger consumer acceptance, which can be generated by television. Tbe use of television as a vehicle to build stronger consumer acceptance will become much more meaningful in the next five years. The next five years will be much more interesting than the last thirty years
The fact remains that odors and fragrances can provoke both positive and negative responses. You in your role as purveyors of fragrance can build in many positive responses to a particular product.
The year is 1977; the place, New York City. The American perfumers, creators of fragrances, are gathered for their 23rd annual summit conference. There is an apparent problem with the direction of the men’s fragrance market. 1977 should he different from 1967 and 1957— and, hopefully, from 1987. But will it be? Will it be business as usual this year, or will someone plant seeds of doubt, question the usual, suggest the non or un-usual? Will someone seek out the new trends as well as dusting off the old patterns? Will someone, perhaps, see where we have been? Where we are? And, where we are going?