Perfumers dealing with special occasions
- manondesousa
- Nov 15, 2020
- 2 min read
Updated: Nov 29, 2020
As Mariah Carey said...
“All I want for Christmas is perfume”!
Wait, no? She didn’t say that? Ok, my bad 😅. But you should admit that a part of what I mention here is true. Perfume are one the most spread gift during the Christmas holidays. Limited edition and boxed set are present under the Christmas trees, but before that, they are present in stores and website!
On this period more than usually, packaging is something really important, in particular when it comes to boxed set. Perfume brands has then much more work to do for this special event than usually, but it is really worth it knowing that this is the most prosperous time of the year for them. According to NPD, more than a quarter of the year’s sales are made in December.
And to have more and more customer on this period, brands have the habit on doing some promotions. This is what we call in brand management the sales activation models. Brands benefit from a rise in sales in that period. Since perfume brands are generally paying a lot attention to their brand building and brand identity, they can afford to use these kinds of techniques, knowing that it will be really appreciated by their loyal customers who will have the possibility to buy their favorite fragrance at a lower price.
During this period, brands usually use emotions! And you can see it particularly in their video advertising. Everything is there to make you feel the beautiful Christmas spirit. Lights, gifts, snow, music… Those publicities are usually really good. Look at this year’s video advertising from Christian Dior, I am totally sure that after looking at that, your only wish will be to be on Christmas day and to have a perfume like that. I mean, we really feel the magic here!
Christmas isn’t the only period that benefit for perfume brands. As I said in my previous article, people buy perfume because they want to buy a feeling such as desire. What day of the year is the best for that? Valentine’s day of course. Buying a perfume to your love one is like writing a love letter. Perfume brands sometimes create new fragrance for this special event, and very often it is a variation of an existing one. For example, Lancôme launched in February 2020 “La nuit trésor nude edition” (you can notice that the timing of the launching date fitted perfectly the event). And to promote this fragrance, the brands used emotions once again in its advertising. It is a true love letter which expresses romance and desire. So romantic!
(Source: Lancôme YouTube)
Written by: De Sousa Manon
References:
Comments