Creating fragrance concepts from first principles: identifying what drives 'fit' of concept elements to end users

Rachel Katz, Barbara Itty and Howard R. Mostowitz

This paper deals with the fit of sets of fragrance elements (36 elements each) to 30 different end uses, varying from purely ‘fine’ to purely ‘functional’, by means of an integrated approach called a ‘mega-study’.

Creating Fragrance Concepts From First Principles

Identifying what drives 'fit' of concept elements to end users

Howard R. Moskowitz Moskowitz Jacobs Inc. Babara Itty Moskowitz Jacobs Inc. Rachel Katz Moskowitz Jacobs Inc.

Introduction - Fragrance as a Key Factor in Many Products

It is clear from the products sold in stores that fragrance is a key factor in marketing. One need only go into the more prestigious department stores, and often the first people you encounter are the fragrance salespeople offering a complimentary sniff...

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