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Making a Fragrance Connection Through Color

By: Michelle Harper and Lori Miller Burns
Posted: February 1, 2012, from the January 2012 issue of GCI Magazine.

page 5 of 6

Color inspires everyone. Consumers like colors that make them feel better. Perfumers know a winning fragrance is the fastest way for a consumer to say yes to a product, and that the right color is a fast track to a winning fragrance.

Color and fragrance are category changers. Most products in a category look similar, and even often the same. A product must clearly belong in a category but also stand out. Perfumers and packaging designers working together can make that happen.

Be smart about trends. Consumer trends aren’t about one single data point or one moment in time. They are about what’s happening over time, and multiple data points actually make trends real. Look for trends that include color, and include color strategy in how you respond to trend inputs.

In the end, developing signature scents with the right color cues can create powerful brand recognition and, ultimately, very loyal brand fans.

Michelle Harper is the director of fragrance evaluation at Arylessence. Previously a fragrance chemist with Calvin Klein, in her work now she translates trends, consumer behaviors, marketing objectives, competitive dynamics and more to develop innovative fragrances. She also is a key contributor to the annual Arylessence TrendWatch report, which identifies deep consumer trends and applies them to fragrance.