The fragrance cocktail - A cross-cultural multi brand study

The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers – a “premium segment” that has been introduced just twenty years ago.

The fragrance cocktail – A cross-culturAl multi brAnd study

Frédéric MiedzinskiOpen Air Market Research, France

THE UNIQUENESS OF RUSSIA

Visibly Different

In 2007,16 years after the botched exercise of bringing Russia closer to Western society via Perestroïka, a recent opinion poll has found that 75% of the Russian population agrees there is a “Strong Russian individuality”.

A quick look at cathedrals provides a very persuasive illustration that Russia is unique – or at least different from any other modern civilisation (see Figure 1).

Figure 1: Pictures of cathedrals

The cathedral of saint Vassily the blessed (Picture 1) stands...

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