Summary
Sales of Procter & Gamble's Lacoste scent line were declining and its brand image was becoming blurred, especially among the young. The brand needed to launch a signature male fragrance, and restore growth, partcularly in the key markets of France, Germany, the UK and Spain. It built its campaign by aligning the scent with the image of the classic Lacoste Polo shirt, and using visual allusions to the shirt in a series of television, magazine and digital creative expressions. An event was also added to the mix. This case study includes evidence of the success of the approach which includes growth in value sales and value share.

Summary
Typical perfume advertising is unlike most other advertising: it usually features models in abstract settings, little copy is ever needed, over and above the name of the brand, and is therefore seen as being formulaic and uncreative. However, perfumes rely on implicit associations delivered by visual cues. These communications allow consumers to do most of the associative work themselves, attributing brand qualities without explicit direction. Jeremy Bullmore suggests that it's an approach that has lessons for marketers in other sectors.

Summary
Penhaligon's is an English boutique fragrance house with a long heritage. For Christmas 2010, the company wanted to redesign its gift range of eight SKUs, as the holiday period equates to 50% of annual sales and it was felt that previous gift boxes struggled to reflect the brand's personality and premium nature. Following the redesign, which evoked a Victorian style, like-for-like sales were up 23% and overall sales volumes grew by 38%.

Summary
This campaign, winner of a gold award at the 2010 Euro Effies, introduced HUGO BOSS - a brand best known for men's suits - to the female fragrance sector. The product, BOSS Orange, went to #1 in its category following launch in the UK and DACH, with revenues hitting 135% and 270% of target in these areas respectively. The target audience were "Emotional Indulgers" - twenty-something women who wished to be "happy in their own skin" and expressive. In contrast to the perfume ad cliché of glamour and decadence, the creative focussed on the qualities of authenticity and happiness - resulting in a more "achievable" sense of beauty being conveyed. Celebrity branding was key to the campaign, with UK actress Sienna Miller becoming the perfume's endorser - a "personality", rather than a supermodel "face".

Summary
Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected ‘economic’ (i.e., pricing) performance of different ideas about fragrance in hotels vs. ideas about visual style, acoustic environment, and tactile aspects, respectively. These are the four of the five senses that matter most in the hotel environment. The approach provides a new way to assess ‘what would work’, combining research and micro-economics. This presentation provides a tool which enables business and researchers alike to understand ‘what works’ in fragrance, and where.

Summary
The sense of smell can be used in strategic branding to create opportunities for the fragrance industry as a whole. This presentation demonstrates how, with a multi staged approach of combined sensory and consumer research techniques, this can be achieved. By understanding how consumers perceive a brand and its competitors (using an adapted Kelly Repertory Grid Technique), establishing the elements which drive consumers’ perceptions (preference mapping techniques), understanding the sensory profile of the product and using GPA (Generalized Procrustes Analysis) to link the sensory and perceptive data, we find the best fragrance fit.

Summary
The presentation describes the Travel Retail market, from its creation in 1947 to today's performance, and how the Beauty products have mostly taken advantage of this channel. It is also seen how the brands are trying to attract passengers thanks to retailtainment inside and outside the shops, comparing the impact of the efforts of Fragrance brands vs. brands of other categories, to identify the key levers to reach the traveling consumers.

Summary
Synaesthesia may be applied to both Alzheimer’s and Qualitative Research as an effective support technique, in order to trigger a spontaneous consumer language made of sensorial metaphor, based on a direct emotional experience. In order to enhance the use of fragrances on dementia – but in market research as well – it is a series of essences could be developed to be used therapeutically, both in Aromatherapy and for synaesthetic application. Fragrances help as much in reconstructing emotionally important memories as in establishing connections with other sensorial modalities contributing to and processing a structured language, not delirious and relaxing the tone of the mood by soothing anxiety.

Summary
This presentation aims at presenting a new method allowing understanding consumer perception of one specific shower gels universe. It shows the interest of using this new method, free sorting, to fulfill the marketing and market research knowledge gaps about the way consumers perceive differences or similarities between products after a sniffing evaluation.

Summary
With the advent of the social web (also known as web 2.0) as a new way of communicating ideas, market researchers are faced with a new social space that requires relevant methods to apprehend its segments, analyse opinions and identify trends. As the social web becomes increasingly prominent, the question of its social structure and, consequently, of its segments, has become of the utmost importance. This presentation addresses three issues with respect to the social web as a research field: What is the interest of this field compared to other fields? How is the social web structured and how can it be segmented? How should opinions be analysed?