GPS - generating perfume sparkles by global positionisng system: prestige feminine perfumes in France

Patrick Duquesne and Frederick Miedzinski

This paper describes the “GPS” approach, which consists of defining the right target for the next perfume of the brand “XYZ” and of point out the concepts to which this target is sensitive.

GPS - Generating Perfume Sparkles By Global Positioning System

Prestige feminine perfumes in France

Frdric Miedzinski Dorset DveloppementPatrick Duquesne Winning Square

Issues

The number of new perfumes launched on the market has increased significantly in these past years (38 new fragrances in 2000). The success rate of these launches has, however, tended to diminish: one real success, three or four relative successes, and many failures. In fact, figures published in the press show few new perfume entries among the top 20 and estimate their value at more or less 7% of the market.

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