Sensory segmentation, optimization and reverse engineering. A soap fragrance case history

James Barash and Howard Moskowitz

This paper shows how consumer research links the fragrance developer with the consumer in a manner which produces both databases for understanding consumers, and consumer-driven direction for fragrance development.

Sensory segmentation, optimization and reverse engineering. A soap fragrance case history.

Howard R. Moskowitz and James Barash, Moskowitz Jacobs Inc, United States.

INTRODUCTION

The importance and complexity of fragrance

The fragrance of health and beauty aid products is recognized as a key dimension which promotes identification, differentiation and purchase intent. A glance down the aisle of any store featuring an assortment of health and beauty aids products quickly reveals that many manufacturers identify their products through fragrance names. Indeed, the fragrance itself may either be a brand or sub-brand.

Despite the enormous importance of fragrance from...

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