What is good - Perfume marketing

The marketing of perfume involves more than just selling an aroma. As perfume maker Serge Lutens once said, "It is potentially a carrier for the imagination. Perfume is thick; it is poison and pure desire; it is eros in person." To successfully advertise a fragrance, you must tap into the human psychology and link your brand with a desirable abstract idea, such as passion, femininity or masculinity. This is why so many perfume advertisements are erotic in nature.

Identify the Message

Before designing an ad campaign, you must identify the fragrance message. One of the most popular strategies used in the history of perfume marketing, as described in "The Erotic History of Advertising" by Tom Reichert, is the so-called "desirable quarry" approach. The messaged basically says: use this fragrance to turn on men/women. Of course, there are other marketable messages, too, such as excellence in sports, freedom and independence, youthfulness, beauty, rebellion, happiness and others. Determine the desirable idea to associate with the scent.

Create Name and Bottle

The name and bottle design are important elements of perfume marketing. This is why perfumes branded with the names of designers and celebrities sell so well. The bottle should also have an iconic look. If scent alone is enough to entice customers, most perfumes would be sold in simple, utilitarian glass bottles. The truth is that many perfumes have similar smells or contain similar ingredients. A recognizable name and bottle are powerful tools in setting one brand apart from the others.

Appeal to the Other Senses

Appealing to the sense of smell comes with many practical constraints. It's impossible for the medium of television, for example. In "Advertising and Popular Culture," author Sammy Richard Danna points out, "the vast majority of perfume advertisements make no effort to describe the scents they are promoting." A captivating image, voice-over and storyline can go a long way in print, video and Web advertisements. Many well-known brands use models, music and slogans to help pique people's interest.

Use Fragrance Samplers

At the end of the day, what you're trying to sell is fragrance. No perfume advertisement campaign should go without distributing actual samplers of the scent. Samplers come in various forms, including tiny capsules, "scratch and sniff" papers and snap leaflets. Less common methods of sampling perfume, as described in "The New Perfume Handbook" by Nigel Groom, include the use of scent strips, plastic sachets and perfume pearls, which contain a powder form of the perfume.

Source:http://smallbusiness.chron.com/perfume-advertisement-strategies-45134.html