Luxury Management - 5 Beauty - Part 1 Perfume

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Luxury Management - 5 Beauty - Part 1 Perfume

  1. 1. What is beauty ? Charlotte Lee 2013 Msc Marketing
  2. 2. 1 The Definition of Beauty 2 The 5 Beauty Sub-Sectors
  3. 3. 1 - THE DEFINITION OF BEAUTY WHAT IS BEAUTY? Are there objective standards of beauty? Or is beauty in the eye of the beholder? Must art be beautiful to be great art? What is the role of the experience of beauty in a good life?
  4. 4. 1 - THE DEFINITION OF BEAUTY Five Main Beauty Segmentation Toiletries Fragrances Makeup Hair Products Skincare
  5. 5. 2 The 5 Beauty Sub-Sectors PERFUME
  6. 6. PERFUME TYPE Perfume Component Fragrance Type Color Title in Water here Title in Fragrance here 1. Eau Fraiche < 8% Fragrance 2. Eau de Toilette 6 ~ 12% Fragrance 3. Eau de Perfume Anti - UV Oxydant Filter Alcohol Title in here 12 ~ 20% Fragrance 4. Perfume 15 ~ 40% Fragrance
  7. 7. SMELL OF PERFUME Olfactive Pyramide Les notes de tete • Hesperides: Lemon, Orange • Green: Herbs, Leaves • Spicy: Black pepper Les notes de coeur • Flower: Jasmin, Rose, etc… • Fruit: Exotic Fruit , Apricot Les notes de fond • Wood: Santal wood
  8. 8. 2 – FIVE BEAUTY : PERFUME FAMILY OF OLFACTIVE PERFUME Angel Thierry Mugler J’adore Dior Chanel N°5 Eau Sauvage Dior CK one Miss Dior Tresor Lancôme One million Paco rabanne Cool water davidoff Coco mademoiselle Terre ’Hermes Aqua di Gio Armani Le male Jean paul Gaultier Nil
  9. 9. 2 – FIVE BEAUTY : PERFUME SENSORY MARKETING AND PERFUME Smell Sight Sound Touch
  10. 10. 2 – FIVE BEAUTY : PERFUME PERFUME EUROPE MARKET - WOMEN Your text here Source: NPD
  11. 11. 2 – FIVE BEAUTY : PERFUME TOP SELL PERFUME (WOMEN) Chanel N°5 Coco Mademoiselle 1921 • Neroli, Lemon, • Aldehyde (synthetic molecular) • Ylang Ylang • Jasmin • Rose, Iris • Vetiver, Musc • Santal Wood • Cedar Wood • Vanilla Les notes de tete Les notes de coeur Les notes de fond • Sicilian Orange, • Calabrian Bergamot, • Sicilan Grapefruit • Litchi • Jasmin • Rose • Vetiver, Musc • Patchouli • Vanilla 2001
  12. 12. 2 – FIVE BEAUTY : PERFUME TOP SELL PERFUME Chanel N°5 1921 Coco Mademoiselle 2001
  13. 13. 2 – FIVE BEAUTY : PERFUME PERFUME EUROPE MARKET - MEN Your text here Source: NPD
  14. 14. 2 – FIVE BEAUTY : PERFUME TOP SELL PERFUME (MEN) REASONS FOR SUCCESS 1. Instinctual Selling Propositon (ISP) 2. Master brand Strategy – women + men fragrance 3. Creative Animation 4. Strong POS Merchandising 180 160 140 120 100 Lady Million 80 One Million 60 40 20 0 2008 2009 2010 2011

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