Talking the same language: development of a common language between customers, perfumers, and marketers through qualitative and quantative perfume engineering

The intention of this paper is to explain a new qualitative and quantitative methodology developed eight years ago and applied in different FMCG markets: detergents, fabric conditioners, and household cleansers in several West European countries, enabling better understanding of what “represents” an existing or new fragrance/perfume to the corresponding target (the customers) and how it is ‘decoded’.

Talking The Same Language

Development of a common language between customers, perfumers, and marketers through qualitative and quantative perfume engineering

Pedro Zaragoza Keystone Network

Background

Our history on perfumes goes back to 1994 when one of our clients, the Unilever marketing responsible of the Light Duty detergent products for the West European countries formulated the following very simple and in the meantime extremely complicated question: 'how can we ensure that perfumers, marketers and customers talk the same language concerning perfumes?'

He compared the relationship between manufacturers and advertising agencies existing more than 25 years ago. At...

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