Like many of us we stand at the perfume counter drawn by the name of a particular fragrance. We don’t stop to think how the designers came up with these names; our main concern is how it smells. Naming a perfume is a process just like creating the fragrance itself. Taking a particular market segment into consideration the marketing company writes up a brief that suggests what the fragrance should smell like. With this information in hand the advertisement team sets out to create a name for that fragrance. Keep in mind that over the years not all perfume names have been brilliant.
There are two elements of a name.
1. How does the consumer feel about a perfume’s name? The goal here is to make the consumer feel good enough that they want to possess the fragrance with that particular name. The higher prospect that the consumer gets a good feeling from the name will increase the likelihood that they will purchase the item.
2. The next element involves the bond between the fragrance itself and the name it is given. Take for example Coty’s ‘La Rose Jacqueminot’, it actually smells like roses.
The consumer should be able to relate the name with the scent that the fragrance evokes. It’s a good practice not to name a perfume after someone. The use of personal names might tend to only have a strong bond with only those women that possess the same name. There have been some very successful personal names but those tend to come from the larger design houses like Estee Lauder and Charles Revson (Revlon). Names that refer to special holiday or seasons may also have a negative result. Women may not think to wear a perfume that has Christmas in its name during the spring and summer months and may discourage non-Christians from purchasing the perfume.
Trendy names tend to capture the moment of a particular event. Celebrity perfumes fall into this category as their star presence may be for today but forgotten tomorrow. Marketing to an audience who is unaware or indifferent to this type of event usually results in poor sales.
Keep in mind that the name alone of a perfume does not guarantee sales. It requires a great perfume, a marketing plan and financial backing. The name of a perfume is important and can be a positive factor in making perfumes sales. Successful designers know that it is essential to spending the time to develop a fragrance name. A good name will link itself to the perfume and from there the consumer can associate with the fragrance. A stronger bond is created when a consumer can match the name with the fragrance. Names that are universal in origin tend to give more years to make sales than those that are trendy.
At Perfume Aromas, we carry a wide range of name brand products and provide the best customer service for your online shopping experience. Visit our website today!