For fragrance manufacturers that understand consumers and their scents, the opportunities and dollars will come.

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As things now stand, fragrance manufacturers are stuck in an expensive marketing cycle that offers little chance for changing consumer preferences or turning brands into new best sellers.

But there are opportunities, as we discovered when asking consumers about the fragrance business and how they prefer to shop: The 800-plus prestige-brand purchasers we surveyed talked about what draws them to perfume counters, what keeps them buying fragrances, and how they feel about buying fragrances online. In turn, we have identified steps that perfume brands and retailers can take to enhance the consumer experience while maximizing their return on marketing investment.

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