Flash profile and fragrance research - the world of perfume in the consumer’s words

This paper presents a methodology (Flash Profile) which is not product specific but corresponds to a very common problem of linking fragrance industry’s discourse to consumer perception.

Flash Profile and Fragrance Research - The World of Perfume in the Consumer's Words

Germaine Gazano, Stéphanie Ballay and Nourite EladanLVMH Parfums and Cosmetiques, France

Jean-Marc SieffermannENSIA, France


The 2004 Nobel Prize in Physiology or Medicine was jointly awarded to Richard Axel and Linda B. Buck for their discoveries of “Odorant receptors and the organization of the olfactory system” (Buck and Axel, 1991). It followed the 2003 Nobel Prize in Physiology or Medicine jointly awarded to Paul C. Lauterbur and Peter Mansfield for their discoveries concerning “Magnetic Resonance Imaging”. These two fundamental discoveries...

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