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Lack of Consumer Intelligence for Fine Fragrance Marketers & Developers


FragranceTrack Syndicated Study

Case Study

Until the mid 1970's the fine fragrance business was relatively small and was dominated by a few well known designers like Chanel and Dior. Over the next 20 years blockbuster successes like Opium from Yves Saint Laurent (1978) and Poison from Dior (1985) helped create a multi-billion category. These fragrances, based on marketing concepts rather than merely a designer name, created a new era of mega fragrances and $100 million brands. Marketers soon learned that a designer name and nice bottle were no longer sufficient to succeed. As the fragrance business exploded, multinationals such as P&G and Unilever purchased leading fragrance brands like Calvin Klein and Hugo Boss.

Marketers began to understand the need for consumer research. FragranceTrack was introduced in 1997 as the first industry wide tracking study. The study included profiles on market trends, brand image and the scent of the leading brands. Rapidly embraced by most all fragrance supply houses and leading fragrance marketers, Clients of the study included Estee Lauder, Chanel, Dior, Procter & Gamble, Givenchy and Lancome. The FragranceTrack study was sold to the NPD group in 1998 and continues today.

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