Understanding the Marketing Exceptionality of Prestige Perfumes

8How to develop a second/third (or further) perfume of a brand

We are now fully aware that a perfume line should be developed by tapping into the dimensions which are part of the DNA of its brand. When the perfume fails to tap into the relevant dimensions, it is likely to be sensed as an illegitimate perfume. By the word ‘illegitimate’ we mean staking out a claim or ‘concept’ which is inappropriate – that is, a concept that it is not entitled to claim. The lack of credibility would cause it fail in convincing the target woman to purchase.

We can now address the issue of releasing a second/third (or further) line for a brand. We address the topic within the framework of what we know about brand DNA.

• Should this new line convey the same arguments ...