06.18.03
Market information company The NPD Group, Inc., Port Washington, NY, and international fragrance expert Michael Edwards recently entered into a licensing agreement enabling NPD to classify prestige fragrances according to Edwards' copyright-protected fragrance system.
The system classifies each fragrance brand according to a palette of 12 fragrance families: citrus, green, water, floral, soft floral, floral oriental, soft oriental, oriental, woody oriental, mossy woods, dry woods and aromatic. NPD's classification according to this industry-accepted palette will allow prestige fragrance manufacturers, distributors, suppliers and retailers to determine consumer preference and the general olfactive trends.
"NPD is looking forward to working with Michael Edwards, a man who has considerable knowledge and skill in relation to the analysis and evaluation of fragrances," said Timra Carlson, president, NPD Beauty, a division of The NPD Group. "We welcome Michael's system of fragrance classification and look forward to sharing this added dimension of information with our clients."
"Since emotions play such a large part in the sense of smell, people assume there is no logic in their choice of fragrances," said Mr. Edwards. "Yet it is likely that at least two of their favorite fragrances belong to the same family. The classification by fragrance families will help fragrance manufacturers develop more targeted marketing strategies. It will help retailers answer the customer's question 'Why can't someone just tell me which fragrances I am most likely to enjoy?'"
The system classifies each fragrance brand according to a palette of 12 fragrance families: citrus, green, water, floral, soft floral, floral oriental, soft oriental, oriental, woody oriental, mossy woods, dry woods and aromatic. NPD's classification according to this industry-accepted palette will allow prestige fragrance manufacturers, distributors, suppliers and retailers to determine consumer preference and the general olfactive trends.
"NPD is looking forward to working with Michael Edwards, a man who has considerable knowledge and skill in relation to the analysis and evaluation of fragrances," said Timra Carlson, president, NPD Beauty, a division of The NPD Group. "We welcome Michael's system of fragrance classification and look forward to sharing this added dimension of information with our clients."
"Since emotions play such a large part in the sense of smell, people assume there is no logic in their choice of fragrances," said Mr. Edwards. "Yet it is likely that at least two of their favorite fragrances belong to the same family. The classification by fragrance families will help fragrance manufacturers develop more targeted marketing strategies. It will help retailers answer the customer's question 'Why can't someone just tell me which fragrances I am most likely to enjoy?'"