Revealing the expectations that are reshaping the exceptional fragrance market
Case study: Luxury & Beauty
Need
A prestigious fragrance house launched a study to understand the perception of exceptional fragrances in China and the United States, hovering between emerging niche brands and prestigious private collections.
Approach
An approach combining home interviews, retail safari and competitive intelligence to gain insight into consumer experiences, products available in stores, and communication codes.
Impact
Research revealed market codes and consumer expectations, helping to guide the brand towards clear positioning, precise targets and an operational action plan.
Revealing the fragrance experience through usage
Immersion within the stories of everyday life
An ethnographic study was conducted based on interviews filmed in consumers’ homes. The aim? Step into their daily lives, capture their emotions and create video clips to illustrate and give depth to the report.
Understanding the point-of-sale experience
In-store visits were held to observe the range of exceptional fragrances first-hand. This exploration provided key insight into fragrance ranges, how products are placed on centre stage, and strategies implemented by brands to enhance desirability among consumers.
Identifying market narrative
Competitive intelligence was gathered on the communication strategy deployed by exceptional fragrance brands on social media. This analysis revealed the dominant narratives, communication codes and territories of expression that structure the market mindset.
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Paving the way for clear luxury positioning
The study sheds light on brand territories and key consumer profiles, while highlighting their drivers of desirability and appeal. These insights enable an iconic house to establish a clear positioning, prioritize its targets and develop differentiating assets.
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A good brief includes your problem, your target audience, the themes you want to explore and other key elements.
