Diageo perfume

This article describes research by Diageo, the alcoholic drinks manufacturer, which analysed why perfume marketing was successful in targeting women, and how the company could replicate this success.

Diageo perfume

Izzy Pugh, Hazel Barkworth, Lucy Barrett, Ellie Sellar, Al Downs, Tania Heyes, Karen Foster and Sara SpringerAdded Value

Summary

Women are complex creatures; any man, or woman, can tell you that. For Diageo, the opportunities of understanding women across different cultures opened up new innovation pipelines in the world of spirits. Here perfume sits well as an adjacent category in understanding the importance of brand and marketing, the role of packaging and the sensory element. But more so, perfume brands are masters at creating emotional connections with women.

The brief in itself was innovative; deconstructing a category,...

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