Where does fragrance fit into the product concept? The effect of fragrance messages in different product categories

Howard R. Mostowitz

This paper discusses the role of fragrance descriptions versus other messaging elements as drivers for two common fragranced products - detergents and fragranced soaps.

Where does fragrance fit into the product concept? The effect of fragrance messages in different product categories

Howard R. MoskowitzMoskowitz Jacobs Inc., United States

INTRODUCTION

We can scarcely walk through the aisles of a department store or supermarket without becoming aware of fragrance and aroma. For many years companies and scientists alike recognized that fragrance was a key to enjoying a product, but the merchandising of products was not engineered with the eye towards fragrance as it is today. Indeed, if we look at the business and scientific literatures of the past century, we will be struck by the...

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