The sweet smell of success - Optimizing brand building development

Vivien Wilton-Middlemass

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

The sweet smell of success – Optimizing brand building development

Vivien Wilton-MiddlemassMcCallum Layton, United Kingdom

INTRODUCTION

Many companies nowadays are using sensory research techniques to unravel the sensory properties which drive consumer acceptance of their products. Armed with this knowledge they can align the features and formulation of their products to meet consumers' needs, maximise market share and fully understand the strengths and weaknesses of their competitors' products and determine the effect of any ingredient or process change.

The Fragrance industry is no exception. Fragrance Houses and manufacturers of products such as personal care, toiletries, hair care, and household...

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