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Case Study

This case study describes a US campaign for P&G Prestige, an umbrella brand for the premium fragrances owned by P&G, which used online video to highlight how smell is linked to memory and emotions.

Case Study

This case study describes how the Ralph Lauren perfume brand Polo Red targeted Brazilian tourists travelling to and from the US with hyper-personalised messages and creative to achieve standout in the crowded airport terminal environment.

Article

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.

Article

This event report looks at the research that goes into developing a new fragrance and how a degree of rationality can be applied to what is essentially an emotional experience.

Case Study

This case study describes how a campaign that combined online content with local knowledge helped Old Spice, the male grooming brand, tap into the confusion over masculinity and reconnect with its target audience.

Case Study

This case study describes how fragrance brand P&G Prestige overcame the impossibility of trialling fragrance through digital media by using memory and emotion to describe the product.

Article

This Company Profile from Euromonitor provides key details and analysis of Clarins. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the cosmetics market.

Research Paper

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

Article

This Company Profile from Euromonitor provides key details and analysis of Chanel. Included is a strategic evaluation with key facts about the France based company, competitive positioning against comparative brands, and assessment of its position in the cosmetics and beauty market.

Article

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA. Included is a strategic evaluation with key facts about the Brazilian company, competitive positioning against comparative brands, and assessment of its position in the Toiletries and cosmetics market.

Case Study

This case study demonstrates how unique design allowed boutique English perfume house Penhaligon's to achieve a sales increase of 23%.

Case Study

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.

Research Paper

This paper assesses the multiple challenges for fragrance and flavour research in emerging markets and presents a new methodology tested in South Africa which overcomes these.

Case Study

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.

Research Paper

Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.

Article

This event report discusses how Elizabeth Arden, the cosmetics company, uses research to understand shoppers.

Case Study

This relaunch campaign in the French market for Dior J'adore, the flagship women's fragrance from Parfums Christian Dior, aimed to make the perfume the top-seller over the Christmas holiday season and depose Chanel No.5 from its status as the iconic market leader.

Case Study

Sales of Procter & Gamble's Lacoste scent line were declining and its brand image was becoming blurred, especially among the young.

Article

Typical perfume advertising is unlike most other advertising: it usually features models in abstract settings, little copy is ever needed, over and above the name of the brand, and is therefore seen as being formulaic and uncreative.

Case Study

Penhaligon's is an English boutique fragrance house with a long heritage. For Christmas 2010, the company wanted to redesign its gift range of eight SKUs, as the holiday period equates to 50% of annual sales and it was felt that previous gift boxes struggled to reflect the brand's personality and premium nature.

Case Study

This campaign, winner of a gold award at the 2010 Euro Effies, introduced HUGO BOSS - a brand best known for men's suits - to the female fragrance sector.

Research Paper

The sense of smell can be used in strategic branding to create opportunities for the fragrance industry as a whole.

Research Paper

The presentation describes the Travel Retail market, from its creation in 1947 to today's performance, and how the Beauty products have mostly taken advantage of this channel.

Research Paper

The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers – a “premium segment” that has been introduced just twenty years ago.