Talking The Same Language
Development of a common language between customers, perfumers, and marketers through qualitative and quantative perfume engineering
Pedro Zaragoza Keystone Network
Background
Our history on perfumes goes back to 1994 when one of our clients, the Unilever marketing responsible of the Light Duty detergent products for the West European countries formulated the following very simple and in the meantime extremely complicated question: 'how can we ensure that perfumers, marketers and customers talk the same language concerning perfumes?'
He compared the relationship between manufacturers and advertising agencies existing more than 25 years ago. At...