An important trend in the fragrance industry is authenticity. Customers value self-expression and creative authenticity over conventional mass marketing. Purpose driven brands make us feel that we are part of something special. With an increased appetite for private label fragrances, Karl Winters discusses how brands can launch an exclusive fragrance.
2022 will be known as the year that people returned to celebrating events such as weddings and office parties. Whether its personal fragrance or home fragrance, retailers have seen an increased demand for this category of products. Interparfums, a leading French manufacturer, marketer and distributor of fragrances, posted record sales of $880 million in 2021, an increase of 23% over 2019.
Luxury brands like Louis Vuitton and Hermes are interested in a new category of customers. The introduction of their very own perfumes and candles has introduced the notion of “affordable luxuries”. Unlike a luxury bag or pair of shoes, a perfume or candle requires a smaller investment from a new customer. They can then become part of the “brand community” and participate in future brand events.
Private label fragrance manufacturers with a turnkey service will offer the expertise of a perfumer. Trained in the art and chemistry of fragrance, perfumers are experienced at creating fragrances that evoke feelings or experiences.
The creative process starts with a deep understanding of the customer brief, shown visually as a mood board. Creating the custom scent lasts between 8 weeks to several months. The result is a beautiful fragrance that can be adapted to branded candles, perfumes and much more!
Its recommended that a brand identify a central fragrance note. This provides the perfumer with a “creative direction”, but also leaves room for interpretation. A vetiver-based fragrance can be adapted to take on variations that are sweet, woody, fresh, or floral.
A mood board should also communicate the “color of the scent.” It’s not uncommon to describe the central fragrance note in a specific color. The color purple is used to represent iris whereas a creamy shade of white is used to evoke jasmine.
Creating a private label fragrance product should be consistent with a company’s brand goals. It starts by sharing a company’s brand values with the private label manufacturer. When your business has a solid brand strategy, the creative team will express your brand story more effectively. For example, your visual brand can be used as a source of inspiration in the packaging and labelling.
Digital marketing has paved the way for a wave of successful DTC brands. Social media such as Instagram provides an opportunity to own the brand experience and communicate with customers. DTC brands can accompany their customers all along the decision journey.
Focusing on an effective marketing strategy helps deepen customer relationships. Over time, this has the effect of extending brand reach and building loyalty.
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