Colour and fragrance

K.J. Stanton

This study set out to establish the optimal colour and fragrance mix for a portfolio of male deodorant fragrances and to identify fragrance opportunities.

Colour And Fragrance

Finding the perfect match

K.J. Stanton Colmar Brunton Research

Introduction

Since the 1970s, a leading manufacturer of personal care products in Australia has enjoyed market dominance in a range of male and female deodorants. Given the position in the market, there was a desire to understand the effects of introducing and deleting variants and the impact that this would have on the current mix of variants (i.e., if the portfolio is altered, will it cannibalise exiting variants and will consumers be lost if variants are deleted?). The research undertaken needed to assist the marketing team...

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