Marketing - Case 2.2

Marketing Case 2.2 - Case Dollars and Scents The Fragrance Industry 1 The factor of about half of US women being in the labor force increases the

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Case: Dollars and Scents: The Fragrance Industry 1. The factor of about half of US women being in the labor force increases the demand  for products such as perfume because women are all about their image. Mostly all  women really care how they look, as well as how they smell. Especially in the labor  force, no one is going to want to work with women who may not smell nice. If a woman  does indeed smell nice with a good perfume, in my opinion, I look at them much  higher than if they didn’t smell as nice. I feel as if women who wear perfume are much  more confident with themselves since they know they don’t have to worry about  smelling bad. Image and hygiene are very important in the labor force, and how you  present yourself means a lot as well.  2. Charles of the Ritz and other perfume companies go about designing perfumes to  match women’s life styles or personality characteristics in a vast number of ways.  Maxim’s de Paris connotes thoughts of beautiful people, sensuality, and drama. This  perception according to researchers, matches the notion that women’s life styles and  values today suggest a resurgent interest in romance and elegance. Hard work and  stress in the lives of today’s women inspire self indulgence and fantasy which fits with  Maxim’s slogan, “Hearts beat faster, anticipation soars.” Another company, Proprietary  Perfumes Ltd., asked its clients, most of whom are producers of consumer products,  to decide what the fragrance goals of a new product should be, such as fresh, fresh,  or refreshing. The firm then selects a few of the thousands of scents it produces that  are most likely to work on an almost subconscious level to stimulate the desired  sensations in the products buyers to match their life style and personal preference.  At  this time, little psychographic research was done to determine what male fragrances 
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This note was uploaded on 11/24/2010 for the course MGT Marketing taught by Professor Li during the Spring '10 term at Rowan.

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Marketing Case 2.2 - Case Dollars and Scents The Fragrance Industry 1 The factor of about half of US women being in the labor force increases the

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