Evaluating new fragrances in a new way: a means for identifying future winners

Nowadays it is becoming more and more difficult to develop new fragrances outdoing existing ones in terms of consumer acceptance.

Evaluating New Fragrances In A New Way

A means of identifying future winners

Anne Michaut Wageningen UniversityStan Knoops IFF International Flavors&Fragrance

Introduction

The development of new fragrances is central to fragrance industry's successes. Both marketing academics and practitioners largely agree that being new can create value for a consumer by signaling new functionality in the product and that newness is a critical driver of liking. To be new is therefore commonly used as an admonition in creative strategies and most people seem to understand it without much difficulty. But when we ask how new a new...

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