Butterflies and tortoises. A quick, creative and realistic approach to fragrance testing

This paper describes a research approach which facilitates testing relatively large numbers of products and fragrances in-home at the crucial early stages of their development.

Butterflies and tortoises. A quick, creative and realistic approach to fragrance testing.

Lorna Tee, Intimations, United Kingdom, andDydiane Googman, Quest International, United Kingdom.

INTRODUCTION

Most women recognise the smell or fragrance of a toiletry product as a very important aspect of its overall attractiveness. There are at least two key consumer 'tests' that a fragrance has to pass – the potential purchaser sniffing it in the shop (as women all try to do) and its in–use delivery. Consumers feel that fragrances often clear one hurdle only to fall at the next. Experiences are reported...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands