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Quality: Key to Connecting with Fragrance Consumers

By: Jeb Gleason-Allured
Posted: November 5, 2010, from the November 2010 issue of GCI Magazine.
Harry Fremont

Fremont discusses his successes with the fragrances ck one and Tom Ford Grey Vetiver at the 2010 FiFi Awards presentation.

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“The biggest successes on the market are all linked by quality,” Fremont continues. “If you take Beautiful by Estée Lauder, for a very long time it was the most expensive fragrance oil and it stayed at number one [for years], and it’s still a top-selling fragrance. I believe that at the end of the day consumers see the quality of the fragrance. Fragrance is such an intimate product, something you put on your skin; you wear a fragrance the same way you wear a dress. If you make a product that [consumers] like, they will buy it again and again. To do that, quality is key.”

This feature was originally published in the September 2010 issue of Perfumer & Flavorist magazine. The P&F version, “Comparing Notes: Quality is Key,” contains additional technical information on specific ingredients.

Jeb Gleason-Allured is the editor of Perfumer & Flavorist magazine.