How American fragrance brands can effectively address multi-cultural differences

New perfume launches from leading American brands are often disappointing abroad, especially in France in comparison to their success in the United States.

How American fragrance brands can effectively address multi-cultural differences

Frédéric MiedzinskiEuroNet, France

Alan AppelbaumMarket Probe International, United States

THE UNITED STATES AND FRANCE NO LONGER SHARE THE SAME VALUES

A major international...