Luxury Management - 5 Beauty - Part 1 Perfume
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Transcript of Luxury Management - 5 Beauty - Part 1 Perfume
What is beauty ?
Charlotte Lee 2013 Msc Marketing
The Definition of Beauty1
2 The 5 Beauty Sub-Sectors
1 - THE DEFINITION OF BEAUTY
WHAT IS BEAUTY?
Are there objective standards of beauty?
Or is beauty in the eye of the beholder?
Must art be beautiful to be great art?
What is the role of the experience of beauty in a
good life?
1 - THE DEFINITION OF BEAUTY
Five Main Beauty Segmentation
Toiletries
Hair Products
SkincareMakeup
Fragrances
PERFUME
2 The 5 Beauty Sub-Sectors
PERFUME TYPE
Color
Anti -
Oxydant
UV
Filter
Title in here
Water
Title in hereAlcohol
Title in here
Fragrance
Fragrance Type
1. Eau Fraiche< 8% Fragrance
2. Eau de Toilette6 ~ 12% Fragrance
3. Eau de Perfume12 ~ 20% Fragrance
4. Perfume15 ~ 40% Fragrance
Perfume
Component
SMELL OF PERFUME
Les notesde tete
Les notes de coeur
Les notes de fond
Olfactive Pyramide
• Hesperides: Lemon, Orange
• Green: Herbs, Leaves
• Spicy: Black pepper
• Flower: Jasmin, Rose, etc…
• Fruit: Exotic Fruit , Apricot
• Wood: Santal wood
FAMILY OF OLFACTIVE PERFUME
J’adore
Dior
One million
Paco rabanne
Coco
mademoiselle
Nil
CK one
Terre ’Hermes
Cool water
davidoff Aqua di
Gio Armani
Miss Dior
Le male
Jean paul Gaultier
Angel
Thierry Mugler
Tresor
LancômeChanel
N°5Eau Sauvage
Dior
2 – FIVE BEAUTY : PERFUME
SENSORY MARKETING AND PERFUME
Smell
Touch
SightSound
2 – FIVE BEAUTY : PERFUME
Your text here
PERFUME EUROPE MARKET - WOMEN
Source: NPD
2 – FIVE BEAUTY : PERFUME
TOP SELL PERFUME (WOMEN)
Les notes
de tete
Les notes de coeur
Les notes de fond
Chanel N°51921
• Litchi
• Jasmin
• Rose
• Sicilian Orange,
• Calabrian Bergamot,
• Sicilan Grapefruit
• Vetiver, Musc
• Patchouli
• Vanilla
• Neroli, Lemon,• Aldehyde
(synthetic molecular)
• Ylang Ylang
• Jasmin
• Rose, Iris
• Vetiver, Musc
• Santal Wood
• Cedar Wood
• Vanilla
Coco Mademoiselle2001
2 – FIVE BEAUTY : PERFUME
TOP SELL PERFUME
Chanel N°51921
Coco Mademoiselle2001
2 – FIVE BEAUTY : PERFUME
Your text here
PERFUME EUROPE MARKET - MEN
Source: NPD
2 – FIVE BEAUTY : PERFUME
TOP SELL PERFUME (MEN)
REASONS FOR SUCCESS
1. Instinctual Selling Propositon (ISP)
2. Master brand Strategy – women + men fragrance
3. Creative Animation
4. Strong POS Merchandising
2 – FIVE BEAUTY : PERFUME
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2008 2009 2010 2011
Lady Million
One Million