Birth of a fragrance for a product

At the conception of a fragrance, marketing presents a briefing on the fragrance type and product profile to the in-house perfumers and three or four perfume supply houses.

Concept: luxury soap to be positioned against "X" soap or "Y" company.

Guidelines: timing two months; fragrance to be completely original, new, and different; to smell expensive but be inexpensive; to cost between "A" and "D."

Marketing's description of the fragrance: something like perfumes "A," "B," "C" and "D," but not really--green but not too green--floral but not too floral--different!

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