Understanding the marketing exceptionality of prestige perfumes

Women have an affinity with the brand of perfume they wear.

People often hold strong emotional connections to different scents, such as their mother's perfume or the body spray they wore as a teen.

Despite huge marketing budgets, the launches of established brands often fail.

Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product.

With case studies from Jill Sander, Estee Lauder and Dior, the book debunks the classic marketing techniques which often hinder the success of new perfumes.

Authored by two leading market researchers, the study analyses the 'five great brands' of the perfume industry and demonstrates how to value perfume lines according to 'brand DNA'.