Zoom on niche perfume brands and its differences with classic perfume brands

Have you ever heard about niche perfume? Well, if you haven’t let me explain what it is.

First of all, a niche perfume (also known as rare perfumes or private perfume collection) is created by a perfume creator. Much more like artisanal perfume. The perfume creator creates the perfume using its creativity rather than using the customer’s wants and needs. They don’t really care if the perfume is going to be liked or not.

In those kind of perfume, you won’t see Julia Robert or Penelope Cruz promote the brand, no, niche brands are not using advertising to promote their brand. What reveals their brand identity is in fact the exclusivity. Classic perfume brands pay a lot more attention on marketing and advertisement, the point is to touch a large number of people. For niche perfume brand, it is kind of the contrary, they do not focus on marketing and put all of their energy in the fragrance and the scent, they do not want to sell their perfume to everyone but keep it exclusive, for real perfume lovers.

As Hayari Paris (a French niche perfume brand) said: “While niche perfumery is looking for quality, mass perfumery is looking for visibility. »

(Source : Parfums Clandestins)

Perfume enthusiasts are more and more interested in those niche brands, because it can give them a unique fragrance. Those kinds of client don’t pay attention to the brand image and personnality that the perfume can give them. They search for authenticity, and really focus on the fragrance scent rather than on the other marketing elements.

Niche perfume build their branding by providing experiences to their clients. They use olfactory activities to educate people about fragrances and scent.

Those brands are not using a lot of design for it packaging, they usually keep it simple and use the same for the different fragrances.

(Source: Sylvaine Delacourte).

Niche perfume brands differs from classic perfume brands also in their distribution channels. If classic perfume brands such as Lancôme, Guerlain or Channel are distributed in the mass market in perfumeries, niche brands commercialize their products in their own store or in specialized perfumeries.

As they are not using publicity to promote their brand, they rely on in store communication and press articles.

So, what are you looking for when you buy a perfume? Fragrance exclusivity or brand personnality?

Written by: De Sousa Manon

References:

https://www.sylvaine-delacourte.com/fr/blog/la-parfumerie-confidentielle

https://www.hayariparis.com/definition-dun-parfum-de-niche-et-specificite-par-rapport-a-un-parfum-de-masse/