Secrets of Perfume Bottles 2

There are some brands out there with some really fabulous bottles and in this post I would like to highlight just a few of my favorites:

Thierry Mugler

Thierry Mugler’s avant-garde style has been successfully translated into each and every bottle design. His bottles create a touch of nobility.A jewel,talisman or curved flask - each bottle enhances the Muglerian scents. There is something space-age about the designs and they emulate the fantasy of the Mugler brand. For Mugler the bottle is a vision -crafting a bluecrystal star for Angel took more than 2 years to create.

Thierry Mugler’s avant-garde style has been successfully translated into each and every bottle design. His bottles create a touch of nobility.A jewel,talisman or curved flask - each bottle enhances the Muglerian scents. There is something space-age about the designs and they emulate the fantasy of the Mugler brand. For Mugler the bottle is a vision -crafting a bluecrystal star for Angel took more than 2 years to create.

Guerlain

Guerlain has always attached great importance to its bottles, which are like jewels, works of art, sculptures with rounded forms and precious, gilded colours. I discovered a droplet of gold in Idylle's bottle. A form at once simple and complete, a feminine form with a woman’s shapely hips, a form that soars like a tower, full of grace and sensuality.

Insolence bottle was created by French sculptor - Serge Mansau, who created theas three stacked, tilting half spheres, resembling a spinning top or spiral in movement to fit the fragnance's "olfactive spiral"structure.People had divided opinions on the look. Some found it innovative and beautifully shaped, while others thought it was too futuristic for Guerlain, or even a bit silly, often mentioned as the "dishes in the kitchen sink" bottle. Cardiet Design, a Parisian firm, filed a lawsuit alleging that Guerlain had copied one of their designs, but Guerlain maintained that the Insolence bottle was inspired by a sculpture Serge Mansau made in 1973, and Cardiet Design later dropped the case.

Secrets of the Perfume Bottles

A major part of the allure of a fragrance is actually found in the perfume bottles, not only in the scent. The marketing gurus and the collectors know that true scent pleasure arrives in a highly attractive container.
Perfume bottles - offered in a variety of sizes, colors, and materials - reflect the personality of the scent and invariably draw the attention of consumers who are attracted to the packaging. 
The bottle's personality is just as significant as that of the fragrance and can be just as responsible for overall sales. For those who have not even tested the perfume, the bottle itself can be the selling point; the thing that prompts them to try the perfume initially. Rare materials, designer presentation, sophisticated ranges - nothing is left to chance in the quest to tease the senses and create the illusion. Limited editions and vintage versions also play a significant role in enabling timeless scents to constantly renew their image and acquire new devotees.

Few Key Points to consider about Perfume Bottles:

Importance of Branding

o    The perfume bottle's design serves to communicate the product's entire brand. A recognizable bottle instantly identifies the scent.

Attraction

o    Perfume bottles are made to stand out from the crowd. Using bright colors, sleek shapes, beautiful glass work and attractive packaging, bottles help catch a customer's eye.

Why Glass?

o    Most high-end fragrances are sold in glass bottles. Glass keeps a scent contained, and can be sculpted into a variety of beautiful designs.

Cultural and Social Forces Affecting Perfumes Purchase

Smell is not just a biological and psychological experience, it is also a social and cultural phenomenon.  The choice of perfumes is a complex decision making process that the customer has to go through. There are different elements that marketing gurus such as Kottler and Keller recognized as consumer behaviors factors : cultural, social and personal factors.

Culture is one of the most major influencers in consumer behaviour. Consumption choices cannot be understood without taking into consideration the culture in which they are made. Consumer products and services are a part of the system of meaning. The system is often culturally shared and culture specific and it is passed on from one generation to another. One of the world’s largest cosmetics companies L’Oreal has realized the importance of tailoring products according to consumers’ culture. 

Family, social roles and statuses as well as different reference groups are some of the social factors that, in addition to culture, affect consumer behaviour. In terms of choosing the perfume one’s decision can be easily influenced by the fact that someone in the family has used the perfume before or simply has recommended it.  Social roles and statuses also affect the way people choose to buy or not to buy a certain product or a service. Therefore the  choice of a certain perfume distinguish one from the different social classes and gives other a hint on the message the person is sending to the society. Furthermore, personal characteristics also influence a consumer’s behaviour. Examples of personal characteristics include the consumer’s age, occupation, economic circumstances, personality, self-concept, lifestyle and values.Last but not least ,probably the most important factor while choosing the perfume is personality of the customer. It refers to the person’s way of living as expressed in activities, interests and opinions  that often reflect unconscious motives underlying purchasing decisions.

Perfumes show the personality of the person who is using it, or who are we trying to be that is why  personality is probably one of the most important traits while trying to identify why customers are choosing this and not the other brand .

References:

http://www.sirc.org/publik/smell_culture.html

https://publications.theseus.fi/bitstream/handle/10024/26464/Thesis.pdf?sequence=1

http://www.guardian.co.uk/business/2008/dec/22/recession-cosmetics-lipstick

How Big is the Perfume Industry?

Have you ever wondered how big is the perfume industry? For a starter let me give you a number of new perfumes that were supposed to appear in 2011 – 800. Yes you are reading it just right – 800! Therefore you shouldn't be surprised by the next number I will give you in a second -the global market for fragrances is about to set to almost double from $17bn in 2010 to touch $33.5bn by 2015. Historically the perfumes market has not really been the most dynamic one- but nowadays it became one of the fastest growing markets .

Europe is a place that is associated with the largest worldwide market for fragrances and perfumes, and Europeans are known to be the finest connoisseurs of scents. Saying so, it can be easily assumed the European companies are also the one dominating the global market and produce majority of the world’s desirable brands. The international market for fragrances and perfumes is highly polarized and fragmented, given the extreme faddish fashion trends dictating the market’s fortunes. Key market participants include Avon Products, Inc, Bulgari S.p.A, Chanel SA, Coty, Inc, Elizabeth Arden, Inc, Estee Lauder, Inc, Gucci Group NV, Gianni Versace S.p.A, Liz Claiborne, Inc, L’oreal SA, LVMH Group, Procter & Gamble, Puig Beauty & Fashion Group S.L, Polo Ralph Lauren Corporation and Revlon, Inc.

Now you might want to ask yourself a question, are Europeans spending the same amount of money now as they were before the financial crisis? Customers were spending less money on the perfumes than before the crisis. Recession in both continents hit the perfume business as well as the other industries. But interestingly enough, emerging markets such as Asia –Pacific, Latin America or Eastern Europe became the major motor of growth for the global fragrance market.

And those markets will become so called trendsetters  in the perfume industry in the nearest future. The tastes of London, Paris and New York will soon count for little.

What we smell like in the future is more likely to be dictated by the customers of Shanghai, Mumbai and Sao Paulo. BBC ‘sepisode of the Perfume Series, The Smell of the Future, looks into the future of the global perfume industry. The exploding new fragrance markets Brazil and Asia (China, India, Arabic countries) dictate the tempo now and the industry giants, such as Avon, are heavily investing into shifting their production / marketing to these markets' tastes and needs. The emerging regions are becoming increasingly important not only because of the trends that they are dictating to the world but also because they account for almost one-third of global sales, nearly doubling in value from 2002–2007 to an estimated $9.3 billion.

Probably the most interesting case among the countries we have just mentioned above is Gulf region. Per capita consumption of perfumes in the Middle East, estimated at $380 annually, is among the highest in the world, according to a report by the Fragrance Foundation Arabia (FFA).

References:
a)http://www.ehow.com
b)http://www.articles.sun-sentinel.com

Thierry Mugler - Brand Identity

Thierry Mugler, born in the mid 20^th century, since his early years, while receiving education in art schools, demonstrated creativity and a strong tendency for art, He began his professional career as a fashion designer, acquiring a well known reputation as such.

The perfume line started just 2 decades ago, when his first perfume appeared and was called Angel, with innovative attributes such as an original fragrance as chocolate, praline and patchouli, unprecedented colour for a women’s perfume: blue. Additionally, a bottle with a complicated design in the shape of a faceted star.

Below the brand identity prism for Thierry Mugler's perfumes...

Sources:

http://www.answers.com/topic/thierry-mugler-1#ixzz1cBfzrhJa
 http://en.wikipedia.org/wiki/Thierry_Mugler

The Advertising - Thierry Mugler

Printed ads

In opposite to the oldest perfume brands presented previously, Thierry Mugler, following unprecedented features, being original, extraordinaire, we can perceive from his ads, the strong and unique personality of Thierry Mugler, using strong and bright colours, catchy to the eyes, of course beautiful women, but using a dramatic sense of fashion, modern surroundings and extreme conditions. To represent this brand, he uses the figure of Eva Mendes as stated in press: “the actress might be the perfect embodiment of the fragrance’s "explosive" qualities. And Eva might be the best solution in this sense exuding sex-appeal and maximum femininity”.  Even though, we have to say, that just watching at the ad, we don’t necessarily think in Angels.

In the case of Alien, it is bold to name Alien to a fragrance, since we don’t necessarily associate it to beautiful and refined figures as traditional perfumes does. Here it is reconfirmed the differential attribute of the brand, “Come in into the extraordinary”.

Internet

As we can see, a brand that follows cutting edge trends has to exploit of course technology. In its website, invites to join social networks Thierry Mugler community such as Facebook, Twitter and YouTube, as well e-commerce, a boutique on line. There is additionally, a differential attribute, called “The taste of perfumes” associating the fragrance to  tastes of cuisine, which in conjunction with most famous chef’s created appetizer recipes that matched the fragrance, the recipes are available in website.

All these features are targeting to a younger audience, different to Chanel and Guerlain.

Furthermore, Thierry Mugler launched the site womanity.com, a virtual space for expression which asks visitors to share their vision on what it means to be a woman today. The site corresponded to Womanity, the newest fragrance by the house of Mugler which was released at the same time, this helped branding this new perfume, by presenting care about women today.

WORKSHOPS

Another strategy for communication channels. The "Thierry Mugler Perfume Workshops" are open to the general public and led by specialists of the perfumery and oenology world. The goal of these workshops is to convey the art and know-how of the industry along with the craftsmanship of making perfume.

Events of Thierry Mugler are done to get in touch of customers by knowing the world of fragrances and of course Thierry Mugler’s perfumes.  

TV adverts:
 As bold as he can be Thierry Muglers advertisments shows modern, exciting environments and strange characters to show how different this brand can be,...

Take a look of these original Tv ad's....would be glad to know what do you think!
Thierry Mugler's Tv Ad's Mix
Thierry Mugler Womanity advert - final message of TV ad is to go on website womanity.com

Source:

http://www.mugler.com/fr/fr/#

http://www.mugler.com/us/en/#/6-fragrances/246-les_ateliers_parfums/249-training_center

The Advertising - Guerlain

Printed ads

Guerlain as we can see in some examples of adverts, differently than Chanel, emphasises more sex appeal in advertising to draw interest for purpose of sale, this includes pretty woman with nudity. They have featured provocative images to appeal to repressed sexual desires, which are thought to carry a stronger emotional load mainly in rich markets.

It is used public figures to promote its perfumes, such as Hillary Swank and Gabrielle Lazure, famous actresses, which personality represents romantic ness, mistery and sensuality, attributes or characteristics that can match Guerlain’s brand.

The positioning phrases of each of their perfumes, brings different aspects such as attributes of nature “Inspired by nature, created by Guerlain”, using famous actresses to incentivate the identification of the costumers with the perfume “Dare to be yourself”, “I am Shalimar”, and emphazising the sensuality, sex appeal “Body and Soul”.

Colours used are soft, not very bright, representing a warm but sophisticated feeling to the brand.

INTERNET- Online advertising

Guerlain, even though the images are presenting luxury, exclusiveness in a conservative way, but yet a warmer feeling, the website not only informs about its perfumes, goes further in order to maintain a fresh image and closer to customers, as a differentiation attribute, it gives you the option to create or personalize your fragrance and as well as the bottle.

Additionaly, maybe as part of becoming one of the brands of the strong luxury brands group, has went into the social network, applying the Facebook link into their website.

As we can see, now even one of the oldest brands in perfumes, has surrended into the globalized world that we are into. This brand has made one step forward, to keep the pace of this constantly changing market.

Tv adverts:
As you could see from the printed ads, Guerlain uses a more explicit image of sexuality, in one of the TV commercials all what is seen is a beatiful woman showing her nudity in a sensual way, at the end you can see a little perfum bottle of Shalimar... its all about the senses...
Take a look at Guerlain's television advert for France:
Guerlain's Shalimar TV advert

 Idylle Guerlain - TV Spot 2010-  http://youtu.be/-DnvJELblJ8

Sources:

-        http://www.guerlain.com

The advertising....Chanel

Printed ads

Nowadays, with the technology in constant change, perfumers and brands have found their way to reach its customers, by different media. The preferred media for perfumes: Television ads, magazines ads and of course on websites and banners in most popular sites for their target. Additionally, the public relations such as presence in events, fashion shows, celebrity galas, etc. All targeting their exclusive market. Using as well celebrity branding. Herewith how they accomplish branding through advertisement.

For Chanel famous actresses, with a not very explicit nudity as a sex appeal figure, fashion is always present. Colors used are not bright or colorful, representing sober and elegant surroundings. The implicit message is, if it’s CHANEL, that’s all that matters, some ads through time.

Website

Another channel of communication for perfumers are web sites. Chanel, presents a sober (black based color), conservative (simple white fonts), but yet mysterious way, to present Chanel lovers the Chanel world of exclusiveness. The website is limited to inform about the perfumes and their other product lines, what's new, events, presenting as well images of their adverts. Once again, customers of Chanel are recognized to be lovers of the brand and what it represents, the website doesn’t attempt to be original or use cutting edge images or products. The brand itself is based, on the image and long standing reputation.

Television adverts are made with the best or most famous actresses and directors, showing elegance, fashion and of course romanticism and luxury. Take a look at some behind the scenes of the most popular Chanel adverts, how they achieve communicating the message of the Brand Chanel...

Chanel No.5 "Film"...behind the scenes.. - Online premier release

Chanel No 5 Nicole Kidman, behind the scenes... - TV release

Sources:

-        Fragrance Choice Pty Ltd © 2004 – 2011- www.fragancechoice.com

-        http://www.diplomatie.gouv.fr/label_france/ENGLISH/ECONOMIE/P

-        http://www.chanel.com

Guerlain - Brand Identity

A French perfume house, among the oldest in the world. Guerlain is among the few older houses that exist just to produce and market perfumes, It owes its name to its founder Pierre-François Pascal Guerlain, as well having as main characteristics its unique essence often said to be characterized by a common olfactory accord known as the "Guerlinade."

As Chanel, it has a large and loyal customer following, and is held in high esteem in the perfume industry.

This is not any more a private company, today, is one of the brands in LVMH, (Louis Vuitton, Moet, Hennessy) The world's largest luxury goods company, with many well-known brands, including Christian Dior and Givenchy.

Since its acquisition by LVMH, Guerlain has reformulated some of its classics, as a consequence of not being any more private, in order to be up to date in this competitive market.

Guerlain, has not focused their branding into one solely essence or perfume brand (It has more than 30!), their perfumes are characterised since the 19^th century, to have different names in honour to the specific socio - cultural situations lived through the time, as well representing familiar personages.

·  Eau de Cologne Impériale (1853) as a gift for Empress Eugénie, the wife of French Emperor Napoleon III.

·        Jicky (1889): Said to be named either after the nickname Aimé Guerlain gave to his nephew, Jacques- Over 120 years later, Jicky is still being sold, making it the oldest fragrance in continuous production.

·        Mitsouko (1919): Named after the heroine of the novel La Bataille by Claude Farrère, Mitsouko is said to herald the ending of World War I.

·        Shalimar (1925): Named after the garden in Kashmir, built by Shah Jahan in memory of his wife, Shalimar.

·        Vol de Nuit (1933): Composed as a tribute to flight, celebrating the novel of the same name by pilot Antoine de Saint-Exupéry and Air France.

·        Samsara (1989): Composed by Jean-Paul Guerlain. The name is a reference to the cycle of birth, life, death, rebirth or reincarnation in Hinduism and many other religions in South Asia.

This way, Guerlain, not only brands itself as an exclusive brand and with original essences, as well tries to give a warmer feeling by associating his family and as well, trying to reach the customers, by identification of the social or cultural events at that time.

Below, the brand identity prism for Guerlain...

One important point, in their distribution channel, Guerlain, is one of the brands that has refused long time to sell its products in department stores, to avoid this way losing its exclusive market. As many other brands, Guerlain has extended its market to the skin care and make up market.






Source:

-        http://www.guerlain.com

Chanel - Brand Identity

It is almost impossible to talk about the competitive market in perfumes, without mentioning: CHANEL

Belongs to a private, independent company with 100 boutiques worldwide. The brand was born under Coco Chanel’s personality. Shifted to a younger market after Coco Chanel died in 1971. It has been known as one of the world's most prestigious brands. It has never fallen out of style. 
Additionally, Chanel, going into diversification, has extended its market to the fashion, accessories, jewellery, make up and exclusive watches market. This in order to extend its market and therefore be more present by diversification.

We would have to say that one of the key factors of success and brand equity is the fragrance and reputation grown since early XXth century. Additionaly, as you may know, bottles are an important part when branding a perfume, in the case of Channel, we don’t see much innovations in bottling, this, because, Chanel has as main attribute its fragrance and reputation and in 2^nd place it is recognized of course from the bottle with what it was born. Chanel, this way, sticks to tradition and as well, somehow incorporating to the brand, the bottle itself. Who doesn’t think in Chanel, when thinking in this crystal, square shaped bottle?

Chanel, apparently has not tried to diversify their fragrances and format far from Chanel No 5. The only innovation that we could see is the round shaped bottle for Chanel Chance...trying to give something different to their audience...

Below their fragances:        N°5 , Coco Mademoiselle , Chance , Chance Eau Fraîche , Chance Eau Tendre , Allure , Allure Sensuelle , Cristalle , Cristalle Eau Verte , Coco and N°19

Chanel

After the previously mentioned, below you may find a model by Kapferer to describe the brand's identity; we have applied in this case to Chanel. It includes external and internal attributes of the brand.