ParfumPlus Arabia

BRAND STORYAND CONCEPT Also, having an expensive perfume composition, expensive glass bottles from reputable manufacturers from expensive European destinations and uber-luxury packaging but failing to create a relevant brand story and retail presentation is a very obvious reason for failure. There are many intangible factors as well like adhering to the current people’s values, general social, economical and political tendencies, the popularity of one or another perfume ingredient, current best-selling perfumes, upcoming IFRA regulations, and many others that need to be considered. It might seem like never-ending questions, provisos, limitations, and rules in creating a perfume brand. On one hand, it’s true. These things exist. But the flipside is that all of this is manageable and one just needs to know, understand, and foresee the outcome. You may have the best intentions but if you miss even one single detail in the perfume process, it could be the reason for failure. For example, you may have really nice perfume compositions, bottles, presentation, marketing etc but you may not have realized that your perfume cap or sticker has some resemblance to another perfume brand. You may even never heard of it and never seen their packaging before but in the end, you have a similar cap or some other aspect of the packaging, then it would surely be considered as a copy, and that can be a huge drawback for any brand. I’ve asked many perfume professionals that work in the market for decades one question: “What is the most important for any perfume brand” and the answer has more or less been the same - “Brand Story and Concept”. And yet, this still remains the most important and the most underestimated part of any perfume brand. That’s why before creating a perfume brand and a ready-to-wear perfume we need to take into consideration a lot of details. For example, creating just amazing perfume composition but failing to create relevant and storytelling-inspired packaging is an inevitable collapse of the perfume. PERFUME IS A really special product that sells with certain ‘terms & conditions’ only. Smelling is probably the only sense that we are not educated about, so we actually can’t properly explain what we smell, what we buy and what we perfume ourselves with. We purchase by instincts, by feelings, by brand awareness, by lifestyle advertised and by recommendations and because we were convinced, in a good way, by a salesperson. So why do consumers prefer one brand over another? P A R F U M P L U S 21