Understanding the Marketing Exceptionality of Prestige Perfumes

Table of contents

1. Cover
2. Title
3. Copyright
4. Contents
5. List of figures
6. List of tables
7. For the professionals
8. Foreword
9. Preface
10. Introducing the authors
11. 1 Moving from a luxury market to a ‘mass-luxury’ market
    1. Quantitative evolution from 1985 to 2015
    2. Moving from an ‘epic era’ to a ‘management era’
12. 2 The principle of affinity and DNA of a brand
    1. The same perfume concept does not work for everyone
13. 3 Motivations for buying a prestige perfume
    1. In-depth results
    2. Knowing brands by knowing affinities
14. 4 Introducing the notion of DNA for a perfume brand
    1. A second and more operational definition of the DNA of a brand
    2. Illustrating the DNA concept
       1. Brand Chanel
       2. Brand Dior
       3. Brand Thierry Mugler
       4. Brand Estée Lauder
       5. Brand Calvin Klein
15. 5 Discovering and pinpointing the brand DNA of five great perfume brands
    1. Unveiling the DNA of a brand on specific criteria using ‘Mind Genomics’
       1. What makes up a perfume mix?
       2. Introduction to the ‘method’
    2. The DNA of five great perfume brands
       1. The DNA of brand Chanel in France and the US
       2. The DNA of brand Dior in France
       3. The DNA of perfume brand Thierry Mugler (in France)
       4. The DNA of perfume brand Estée Lauder (US)
       5. The DNA of brand Calvin Klein for American women
16. 6 Valuing perfume lines according to specific criteria of brand DNA
    1. Principle
    2. Value of perfume lines according to criteria specific to their brand DNA
       1. The standards
       2. Value of the perfume lines of brand Chanel in France and in the US
       3. Value of the perfume lines of the brand Dior (in France)
       4. Values of the perfumes lines of brand Thierry Mugler (in France)
       5. Values of the perfumes lines of brand Estée Lauder (in the US)
       6. Value of the four perfume lines of brand Calvin Klein (in the US)
17. 7 A case study to explicate the method
    1. The perfumes and brands under study
    2. Identifying the segment of women who are affinity
    3. Unveiling the specific requirements for a perfume of brand Jil Sander
       1. Precious versus harmful criteria for a brand
       2. Conclusions about the DNA of the brand Jil Sander
    4. Rating the two lines: ‘Sun’ and ‘Style’
18. 8 How to develop a second/third (or further) perfume of a brand
19. 9 Inside the mind – expectations about one’s perfume
    1. Introduction
    2. What expectations can a woman have?
       1. Type I (21%): ‘alluring executives/working girls’
       2. Type II (14%): ‘the reserved ones’
       3. Type III (13%): ‘the conspicuous protesters’
       4. Type IV (13%): ‘the dapper seducers’
       5. Type V (13%): ‘the social housewives’
       6. Type VI (13%): ‘the show-off wannabes’
       7. Type VII (12.5%): ‘the anti-bourgeoisie bourgeoise’
20. 10 About the niche brands
21. 11 What we should keep in mind regarding prestige perfumes
22. 12 The mass-market perfumes
    1. The notion of marketing promise
       1. Different kinds of perfumes for the ‘emotionals’
       2. Different kinds of perfumes for the ‘sensuals’
       3. Different kinds of perfumes for the ‘cold fishes’
    2. Perfumes devised according to the promise they are meant to convey
23. 13 About body sprays
24. 14 Summary of the rules for each of the three perfume categories
25. A perfumer speaks … postscript from the standpoint of the fragrance-maker
26. Index