Anisha Riggs
The fragrance industry is an exciting yet tricky market to navigate. While scent is a very personal preference, there are ways to increase the chances of someone liking a perfume. From the psychology of buying perfume to the art of gifting it, here is a guide to getting people to buy perfume.
| Characteristics | Values |
|---|---|
| Packaging | Marketers often package perfumes in colors that match the scent, or mood, of the scent. |
| Scent | Musk, vanilla, lavender, sage, basil, amber, woody, floral, citrus, aquatic, gourmand, and spice are some of the scent families that people might enjoy. |
| Target audience | People who like to experiment with their style are more likely to try a new fragrance. |
| Gifting | Perfume gift sets are a great way to introduce someone to a new scent without committing to a full-size bottle. |
| Marketing | The MAYA principle ("Most Advanced, Yet Acceptable") is used in fragrance marketing to balance neophilia (curiosity about new things) and neophobia (fear of anything too new). |
| Storage | Perfumes are best stored in their original box at room temperature or in a refrigerator to maintain freshness. |
| Application | Perfume should be sprayed about five inches from the skin on the wrists, neck, cleavage, behind the knees, collarbone, or hair. |
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What You'll Learn
Understand the psychology of buying perfume
The psychology of buying perfume is a complex and intriguing area of study. While we may believe that we buy a particular perfume simply because we enjoy its scent, in reality, there are numerous other factors at play that influence our purchasing decisions.
Firstly, it is important to understand that fragrance is deeply personal and intimate. Our scent preferences are shaped by our emotions, memories, and unique biological signature smells. We may be drawn to certain perfumes because, on a subliminal level, they remind us of something or someone familiar. According to Paul Jellinek, certain perfumes and their ingredients have the power to alter our moods and emotional states. This concept is supported by research conducted by Nobel Prize winners Linda Buck and Richard Axel, who provided scientific evidence that perfumes can indeed stimulate the conscious mind and influence our emotions.
The marketing and advertising of perfumes also play a significant role in our purchasing decisions. Marketers often employ emotional tactics, creating an image of a desirable lifestyle that consumers want to associate themselves with. They may use slow-motion visuals, luxurious settings, and celebrity endorsements to evoke a sense of aspiration and glamour. The MAYA ("Most Advanced, Yet Acceptable") principle is a common marketing strategy, aiming to balance neophilia (curiosity about new things) and neophobia (fear of anything too new). Marketers must make their product seem new and exciting, while still familiar and acceptable to potential buyers.
Additionally, our cultural background, ethnicity, family influences, social class, previous experiences, and lifestyle choices can all impact our perfume preferences. These factors shape our internal dispositions, including our personality, attitudes, feelings, and beliefs. For example, Outi Maria suggests that the colour of perfume packaging can influence our choices, with consumers often preferring scents packaged in colours that match the mood or vibe of the fragrance.
Understanding the psychology of buying perfume involves recognizing these various factors that influence our decisions. By considering the emotional, biological, social, and cultural aspects that shape our scent preferences, we can gain insight into why we are drawn to certain perfumes over others.
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Know the recipient's scent preferences
Knowing the scent preferences of the recipient is a crucial aspect of buying perfume for someone else. Fragrances are deeply personal, and people can have strong emotional ties to certain scents. Therefore, it is essential to consider the recipient's personality, preferences, and style when choosing a perfume.
One way to understand the recipient's scent preferences is to pay attention to their colour preferences. For example, if the recipient loves the colour pink, they may lean towards feminine, romantic, and sweet scents. On the other hand, someone who prefers deep brown shades might opt for deeper, more complex fragrances with notes of oud or tobacco. Additionally, consider the types of food they enjoy. Those with a sweet tooth may gravitate towards gourmand, vanilla scents, while those who prefer spicy foods might find woody or amber scents intriguing.
The recipient's age can also provide some guidance. Younger consumers often favour sweet, tasty vanilla and floral fragrances, while more mature individuals may prefer sophisticated florals or deeper, sexier fragrances. However, age is not a definitive factor, and it is essential to consider the recipient's unique personality and taste.
Another approach is to consider the recipient's fashion sense. For instance, someone who wears a lot of leather and tough jewellery might appreciate a darker fragrance with notes of red roses, leather, clove, or black tea. Conversely, a person who favours ladylike looks might prefer a classic rose perfume. If the recipient is male, fresh and clean scents are often a safe choice. According to Mark Knitowski, 90% of the top 20 fragrances in the men's market are fougère, a fresh scent featuring lavender, sage, or basil.
Lastly, it is important to remember that people often have multiple perfumes and wear different scents depending on their mood or occasion. Therefore, if the recipient has an expansive mind, you can explore unique and unexpected fragrances. However, if you are unsure of their preferences, it might be safer to opt for a discovery kit or a cult-classic fragrance, such as Chanel No. 5 or Glossier You.
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Learn how to market perfume effectively
Marketing perfume effectively is a challenging task. You are trying to sell a product that should be communicated through scent, but you have to rely on other means to promote it. This is where the art of perfume marketing comes in.
Know your target audience
Firstly, it is important to understand that different perfumes suit different people. For example, younger consumers tend to like sweet, tasty vanilla and floral fragrances, whereas older consumers may prefer woody or amber scents. You should also consider the personality of your target audience. Are they adventurous or do they prefer to stick to what they know? Do they want to appear sophisticated, alluring, minimalistic, or cheerful?
The power of packaging
The packaging of your perfume is important. Marketers often package perfumes in colours that match the scent or the mood of the scent. For example, if someone loves the colour pink, they are more likely to lean towards feminine, romantic, and sweet scents. So, if your perfume is aimed at a younger audience, you might want to consider a pink bottle and packaging.
The MAYA principle
The fragrance industry widely uses the MAYA principle in its marketing strategy. MAYA, a theory coined by Raymond Loewy, stands for “Most Advanced, Yet Acceptable”. It argues that people balance between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. People want products that are new and exciting but still feel familiar. So, to sell something surprising, you have to make it familiar, and to sell something familiar, make it surprising.
Blind testing
Consider encouraging your target audience to discover your perfume through blind testing. This will allow them to focus on the scent rather than the bottle. You could also offer discovery kits so that consumers can test out several perfumes without committing to a full-size bottle.
Storage advice
Provide your customers with advice on how to store their perfume to maintain its freshness. For example, you could advise them to keep it in its box at room temperature or even in the fridge.
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Choose a classic or niche perfume
When choosing a perfume, you can either opt for a classic or a niche fragrance. Classic perfumes are those that have stood the test of time and are often considered safe choices, such as Chanel No. 5, Santal 33, or Glossier You. These perfumes are usually well-known and widely recognised, and can be a good option if you want to play it safe. On the other hand, niche perfumes are unique and crafted by perfumers who treat scent like an art form. They tell stories, push boundaries, and ensure that you stand out from the crowd.
Classic perfumes are often associated with well-known fashion brands such as Chanel, Dior, Givenchy, Lanvin, Jean-Paul Gaultier, and Mugler. These brands have established themselves in the perfumery world and their fragrances are typically elegant, timeless, and sophisticated. For example, Chanel's No. 5 is a classic and iconic fragrance that has been around for decades and is often considered a safe choice when gifting someone a perfume.
Niche perfumes, on the other hand, are more unique and reflect your personality. They are crafted by independent houses and passionate individuals who create exceptional fragrances with rich and refined scents. For instance, Parfums de Marly is a niche perfume brand inspired by 18th-century French aristocracy, offering fragrances like Carlisle, a blend of rose, apple, and vanilla. Another example is Sarah Baker, a Berlin-based perfumer who creates playful yet meticulously crafted fragrances, such as Gold Spot, a sweet oud masterpiece.
When choosing a classic or niche perfume, it's important to consider your own scent preferences and what emotions you want to evoke. Classic perfumes are often chosen based on their reputation and brand recognition, while niche perfumes allow you to explore unique fragrances that may better reflect your personality and lifestyle. Additionally, your choice of perfume can also depend on the occasion and your clothing style. For instance, a sophisticated evening look may call for an eau de parfum, while a casual or work look might be better suited for a lighter eau de toilette.
Ultimately, whether you choose a classic or niche perfume, the most important thing is that you like it and it makes you feel good. Trust your instincts and don't be afraid to explore different options to find the perfect scent that suits your preferences and lifestyle.
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Opt for a perfume gift set
Opting for a perfume gift set is a great way to encourage people to buy perfume. Firstly, these gift sets are often only marginally more expensive than buying a single bottle, making them an attractive deal for bargain hunters. While some may view them as cheap, they are a great way to introduce someone to a new scent without committing to a full-size bottle.
Perfume gift sets are also a great way to encourage repeat purchases. If a customer enjoys the scent in the gift set, they are more likely to buy a larger bottle in the future. Gift sets are also a great way to showcase a brand's range of fragrances. For example, some sets may include a combination of men's and women's fragrances, making them a convenient option for couples.
Additionally, perfume gift sets can be used to practice fragrance layering. These sets often include scented body products like lotions and mists, allowing the user to create a subtle, all-over aroma. This is a great way to maximize the scent of the perfume and create a pleasant head-to-toe experience.
Creating your own gift set is another option to consider. You can start with a spectacular perfume and then add complementary beauty products, creating a unique and personalized gift. Perfume specialists can help you create a customized set that is sure to impress.
Overall, perfume gift sets offer a great value proposition and provide an opportunity for customers to explore new fragrances without committing to a full-size bottle. They are a great option for gift-giving and can help create a memorable fragrance experience.
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Frequently asked questions
Choosing a perfume for someone else can be difficult because fragrance is such an intimate gift. If you know what their signature scent is, you can't go wrong with that. If not, consider their personality and lifestyle: how do they want to come across in a social setting? What types of food they like can be an indicator of the scent families they'll enjoy. For example, if they have a sweet tooth, they may like vanilla scents. If they like spicy foods, they may prefer woody or amber scents. Younger consumers tend to like sweet, tasty vanilla and floral fragrances, whereas older consumers tend to prefer deeper fragrances. You can also consider their personal style: if they wear a lot of leather and tough jewelry, for example, they may prefer a darker fragrance.
Fresh, lightweight perfumes with aquatic or mild citrus notes are excellent for gifting to both men and women. Light florals are also a good choice. You can also opt for a gift or discovery set, which lets the recipient test out several perfumes.
It's best to spray perfume about five inches from the skin; if you spray it too close, it can lead to an unpleasant feeling. Two or three spritzes are enough to make it last. Avoid spraying perfume on your wrists and then rubbing them together, as this can affect how the fragrance develops. Be wary of spraying perfume on clothing, as it might discolor it.
Perfume is sensitive to environmental changes. It doesn't like going from cold to hot, as this can set off unexpected chemical reactions that age the perfume faster. Ultraviolet rays can also alter its color. The best place to store perfume is its original box, at room temperature (or 70 degrees Fahrenheit).
