Pefume
I have chosen to focus on perfume because I think it is really interesting how so many people will pay £20 and over for a smell without even smelling it, just simply trusting the visuals that are trying to tell you what it smells of and what it signifies.
To give the essay some context I am going to collect a bank of quantitative research about the sales and popularity of perfume.
Chanel is the most popular perfume, most probably due to successful advertising that set itself as a fragrance for successful and independent women through the use of Marilyn Monroe as the face of the brand.
Linking back to my previous research, celebrity endorsements are an effective way to quickly target an audience that is already connected and following the celebrity.
"The 2011 blockbuster launch of Justin Bieber also contributed to strong growth in 2011 as teenagers and young girls pestered their parents to buy them the pop singer’s fragrance. In 2012, there was no must-have celebrity fragrance to entice consumers."
- Like last year, L’Oreal USA is the market leader. Its strength seems to lie in the mens market, thanks to the number one selling fragrance, Acqua di Gio, as well as Drakkar Noir and Ralph Lauren Polo For Men.
- In Premium Women’s Fragrance, it has strong sales from Lancome’s Tresor and Miracle, Viktor & Rolf’s Flowerbomb, and Ralph Lauren’s Romance.
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