Suzanne and Bob Grayson
Suzanne and Bob Grayson are respected, professional marketers, having spent their careers with the leading companies in the beauty industry before staring their successful consulting business in the early 1970s.
Their consulting clients have included Avon, Bristol-Myers, Estée Lauder, Procter & Gamble, Revlon and Cover Girl, among others. They reside in San Juan Capistrano, CA and maintain an office in New York City. For more information, they can be reached at firstname.lastname@example.org or email@example.com
Is there room for yet another celebrity or designer fragrance? Judging by the 2005 fourth quarter onslaught, the battle has just begun. And, if a marketer isn’t interested in using “B” and “C” list celebs, (“A” list is rapidly diminishing), it can just do flankers for the names already in its stable.
It seems that once some marketers hand over the big bucks to the celebrity or designer, they believe that they can just sit back and let the “face” do the job.
A digression. Every product must have a position to either target a consumer and/or to present a benefit to satisfy needs, real or imagined. If you do not give it to the consumer, she’ll perceive it...or lack of it...on her own. Some years back, we established psychological segmentations for the fragrance category and assigned appropriate fragrances to them. These segmentations were based upon the advertising image, (Note: See Fragrance: Psychological Positioning Chart I. Only a few examples of the original and current fragrances are shown due to space considerations).
Getting back to the main point, yesterday and today those fragrances which have had dual or triple appeals have the most impact, especially if those appeals are emotional. Companies that rely upon only the designer or the celebrity have nothing extra going for the fragrance to motivate the consumer. When you use celebrities or designers, they too, need to be differentiated, just like products. Obviously, you can’t say that one “name” is better/more desirable than another. Rarely can just the name and the bottle establish the raison d’etre for the brand. Therefore, what you can/must do is provide a psychological positioning to create the emotion/relevance to the individual consumer. What’s in it for her?
More copy wanted. Both Live (top) and Euphoria (bottom) could use a few words to express the position of the scent and connect with the consumer.
Those which have no verbal positioning may still create some emotion with the graphic. Note Live and Euphoria, Here’s where a few words to express the position (i.e., target the reader) would linger and create greater resonance with the consumer.
What’s Burberry Brit’s raison d’etre?
P. S.—The celebrity craze offers one real benefit to marketers: no need to struggle with positioning, consumer benefits, USP, et al. Just press “celebrity” and pass “go.”
WANTED: JUDGES FOR IPDA
The Committee of 100 is that group of marketers, packaging executives and designers who select the finalists for the INTERNATIONAL PACKAGE DESIGN AWARDS, part of the awards ceremony of HBA Global Expo. They are responsible for exercising their good judgment in selecting the best of the entries submitted. As a member of the Committee of 100, you will have electronic access to the entries to make your selection. It’s easy and fun—and makes an important contribution to the development of more exciting packaging.
Please e-mail your name to firstname.lastname@example.org.
|Chart II: 2005 Reference Group Fragrances1|
|Begin||Nikki Taylor||Victory Int.||Begin...to let go||7|
|Carlos Santana||Carlos Santana*||Victory Int.||Arouse your senses||9|
|Fantasy||Britney Spears*||Elizabeth Arden||Everybody has one||10|
|Lovely||Sarah Jessica Parker*||Coty Prestige||Lovely on the Inside||9|
|Live||Jennifer Lopez*||Coty Prestige||Nonverbal, emotion through graphic||10|
|True Star Gold||Beyoncé||Tommy Hilfiger||None beyond celebrity/designer||9|
|Very Irrésistible||Liv Tyler||Givenchy*/LVMH||Very elégante, very fun, very you||8|
|Belong||Celine Dion*||Coty||Belong to the moment||8|
|Shania||Shania Twain||Stetson/Coty||The Will of a Woman||9|
|Wonderful||American Beauty||Estée Lauder||...romantic fragrance...makes you feel wonderful||9|
|Spirit||Antonio Banderas*||Puig||Looks are nothing without spirit||8|
|Allure Sensuelle||Chanel*||Chanel||A new fragrance from Chanel||9|
|Amber Nude Youth Dew||Tom Ford||Estée Lauder||A new fragrance for women||10|
|Baby Phat Goddess||Kimora Lee Simmons||Coty Prestige||The new fragrance||9|
|Black||Kenneth Cole*||Coty Prestige||It’s better in the dark||9|
|Blush||Marc Jacobs*||Coty Prestige||The new fragrance from Marc Jacobs||7|
|Burberry Brit Red||Burberry||Inter Parfums||A special edition fragrance for women||6|
|Cinema||Yves Saint Laurent*||Gucci||The new fragrance for women||9|
|Gucci Envy Me||Gucci*||Gucci||The new fragrance for women||8|
|Escada||Escada*||P&G||The fabulous new fragrance for a woman||7|
|Euphoria||Calvin Klein*||Calvin Klein||A new fragrance||10|
|Island||Michael Kors||Estée Lauder||The ultimate getaway||9|
|Lauren Style||Ralph Lauren||L’Oréal||The new women’s fragrance by Ralph Lauren||4|
|Max Mara||Max Mara*||USA Int.||La Parfum||7|
|Obsession Night||Calvin Klein*||Coty Prestige||Introducing a new fragrance for women||9|
|Pure Turquoise||Ralph Lauren*||L’Oréal||The Beauty. The Mystery. The Magic||10|
|Versace Crystal Noir||Versace||Gianni Versace||A new fragrance for women||9|
|Par Amours/Toujours||Clarins||Clarins||Love saying it. Love feeling it. Love sharing it.||9|
|Pleasures Exotic||Estée Lauder||Estée Lauder||The luscious new feeling in fragrance||9|
|Note: (*) Indicates ads with fragrance strips or on-page samples.|
|1 Reference Group is a category of psychological positioning, targeting the consumer who wishes to identify with the referent.|
|2 Columnists’ scale of 1-10 with 10 creating the most emotion in the reader.|