Creating a scent is the first step for a successful run in the business, however, drifted from being the most important. Strategies for selling the product are now more critical than ever as brands are shifting to digital, far away from\u00a0the sales at luxury retailers like\u00a0Barney\u2019s\u00a0in New York and Galeries Lafayette in Paris,\u00a0where customers can\u2019t smell them.<\/p>\n
In this digital age, where everyone seems to get their insights and information through a smartphone, the customer\u2019s first experience with a perfume brand would likely come through Instagram, other social networks, the brand\u2019s own website, or images in online articles, making large manufacturers seek a way to communicate the complex fragrance in a physical or emotional form, rather than inside a department store with a dreamy and captivating smell, forcing an almost obligated reinvention of themselves and the way they approach customers.<\/p>\n
31-year-old Baptiste Bouygues, who left his career working for luxury fashion labels to join forces with his mother, Marie-Lise Jonak, to create a line of perfumes called\u00a0Ormaie\u00a0based in Paris<\/a>, said to Fast Company<\/a> “now, more than ever, making perfume is just as much about creating a physical object as it is about olfactory alchemy”. As much as the industry has relied on scent and elite status over the years, it seems that the new way to success in the industry is through craftsmanship, which means telling a story with the bottle rather than with the smell, like it has been for years.\u00a0\u201cEven if the customer cannot fully articulate what they are seeing or buying, they still get a great sense of your values as a brand\u201d, continued Bouygues over the reinvention of the perfume business.<\/p>\n Perfumes and fragrances play an increasingly important role in the growth of luxury brands, especially in China, driven by emerging middle-class consumers and millennials who pursue high-end lifestyles.<\/p>\n [ihc-hide-content ihc_mb_type=”show” ihc_mb_who=”3,4,5,6″ ihc_mb_template=”3″ ]<\/a><\/p>\n The fragrance market was valued at $52.7 billion\u00a0USD during\u00a02018, and is expected to grow to 72.3 billion by 2024, and while key market players have shown interest in advertisement, promotion,\u00a0collaboration with celebrities for product endorsement, and awareness campaigns, selling a fragrance through the bottle\u2019s design is becoming a new breakthrough for the continuos peak of the industry.<\/p>\n Designing a perfume bottle has everything to do with human psychology. A thoughtfully crafted vessel tells a story, and a consumer that is attracted to its shape is more inclined to appreciate the scent of the liquid within it when they eventually catch a whiff of it, in this way, craftsmanship is an art perfectly suited for the age of the internet, especially for fragrances, a product that consumers have decided to start buying entirely based on its packaging.<\/p>\nOpportunity awaits<\/h1>\n
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